Last weekend saw the Midomo Bracelet team mixing ethics and fashion on Portobello RoadWhen we first heard about the Ethical Just Got Fabulous Christmas fair, we knew we’d stumbled on something special. The organisers, Naomi, Leona and Kate, are dedicated to ‘supporting the good work of those who strive to be both fashionable and ethical in their production,’ which struck a chord with us given the underlying message behind our Midomo Bracelet campaign: ‘you don’t have to change your life to change someone elses’.
‘Ethical Just Got Fabulous’ presented the perfect platform for us to promote a bracelet that on the one hand is a beautiful, exclusive, designer piece, and on the other provides a family in Africa with safe, clean drinking water for a year.
We arrived at the 20th Century Theatre, just off Portobello Road, to find a handsome old room decorated with upcycled chandeliers. There were so many inspiring companies including Josyflo for belts and accessories, Juzi and Delight Rubellery for jewellery, and Paperself for the most amazing cut-paper eyelashes! Moreover, each company shared the conviction that an ethical product should not have to compromise itself on style.
Over the weekend, Amanda and I ran a raffle, where shoppers could buy tickets for the chance to win a Midomo Bracelet. Demand was high, but there could only be one winner, and yesterday we announced that this lucky person was ….. ..Gwen Rahardja!
We wish Gwen all the best with wearing her bracelet and do hope she shows off its ethical fabulousness to everyone she knows!! At the same time, we would like to thank everyone who bought a ticket, together your support and interest has funded the production and shipping of a Midomo water purifier to an African community, where it will provide potentially life-saving benefit.
We came away from Ethical Just Got Fabulous with an optimistic view of how not just fashion, but the consumer market in general, is changing. There is a demand for products that deliver on style, function and ethics, and this surely means that supply must follow suit.
