Louise Birchmore runs the hugely successful fairtrade company Believe You Can. In her previous job as a designer of high street fashion she soon realised how unethical the retail industry is, especially during trips to China. Here she shares her story.
Q: What inspired you to start up Believe You Can?
I’ve always had a passion for Fair Trade and whilst working as a buyer/designer for large High Street retailers I soon realised how unethical the retail industry is, especially on trips to China. I wanted to design commercial products that I knew would sell but that were made ethically and which benefitted the local community in which they were made. I also wanted the challenge and the rewards that come with running an ethical business and felt it important to make a difference in whatever way I could.
Q: And what are your aims?
To design and sell Fair Trade products which don’t look typically Fair Trade and which appeal directly to children as the more products I sell the more benefit to the producers I work with in India. I also aim to teach children about Fair Trade as all products have a swing tag saying how the respective product had been made by Fair Trade producers in India. The website also has lots of additional information and photos – I think it is important to ‘tell a story’ about how the products have been made, so children appreciate it more.
Q: Can you describe a typical day in your life?
My fiance and I live in Brighton and have just had our first baby, called Rosa, born in June – so I’m quickly learning to juggle motherhood and running a business! Before Rosa was born I was really busy designing, running the business and also going to India to visit the producers. As I have a young baby most of my days are spent breast feeding, nappy changing and playing! However I have plenty of help and support so can now work part time, fitting in designing and running a business between feeding.
Q: How do you manage the work/life balance?
With a new baby I’ve had a lot of help with both baby and business which has been invaluable. Its so important to have that work/life balance and before Rosa was born I was working very long hours setting up my business, but now the business can run itself in many ways. Rosa has put life in perspective – it is about enjoying what you do with work and spending time as a family.
Q: And what is your vision for the future?
Inspired by the birth of our first daughter, I’ll be launching a Fair Trade, organic baby range – both clothing and gifts – next year as I can’t find the things I’d like to buy for her! Due to popular demand we will also be launching a boys range and educational toys. I also want to expand the number of Fair Trade producers I work with as there are so many skilled makers out there who need help and support and I believe we can all make a difference. Visit www.believe-you-can.com for the full range of toys and gifts. The beautiful hand-decorated purse pictured is available for just £6.50.
Melissa Corkhill is the editor of The Green Parent magazine, mother of two and author of the book Green Parenting
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