From the Slums to Safestore

From the Slums to Safestore

Giovanna Eastwood, CEO - Ethical Collection London

Here at Safestore we’re lucky enough to work with some incredible people; both staff and customers alike.  In this edition of Behind the Blue Walls we’re looking at Giovanna Eastwood’s company Ethical Collection London, an eco-luxury brand launched in June 2015.

Giovanna’s Story

Giovannafromethicalcollection.jpgGiovanna’s mother Cristina, originally from Brazil, has been heavily involved in charity work in her homeland for years.  She founded Ephemeral Brazil, a charity which supports some of the poorest communities in Brazil. 

In 2007, Giovanna joined her mother volunteering in one of the most impoverished slums in Rio de Janeiro, training women on how to make bags out of recycled materials and taking them to market, allowing the women to earn a living.  This is where the idea for Ethical Collection London was born, to counteract ‘the pure damage that the fashion industry is doing to its people and the planet’.  

Giovanna wanted a way to be able to help these communities by getting their products to a wider market place and to protect the artisans from being exploited by big brands.  As a graduate of the London College of Fashion, Giovanna has been able to use her education and years of experience in the fashion industry to make this a reality.  She ensures that all of the products are sourced ethically and sustainably and is currently importing from India, Africa and Europe.

The journey

ethicalcollectionlondonbag-(1).jpgWhen asked about how the business has gone so far, she said ‘at times I questioned my own sanity over the decision to put all my money into it and there have been tears.’  However, they’re coming up to their first birthday and after some great press, it’s really taken off.  When she first started she was having to research and contact people about the products but now she is finding they’re approaching her via the Ethical Collection website.

Ethical Collection currently stock a range of clothing and accessories and following on from requests from customers she is now developing a Homeware and Baby Range.

Giovanna stores fashion items, accessories and packaging at Safestore.  She loves the location as it’s a short walk from her house and opens early.  She can pop down, fulfil orders, plus we’re able to send and receive parcels on her behalf as we're a DHL Service Point.

Giving back

In addition, to her work internationally, she also supports local charities.  She’s looking forward to working with Fine Cell, a charity that teaches prison inmates needlework which is then sold worldwide.  The aim of the charity is to decrease the chances of the inmates reoffending by giving them a sense of hope, building up their confidence and allowing them to support their families.

Safestore would like to wish a happy Birthday to the team at Ethical Collection; we wish you many years of successful business, supporting incredibly worthy causes.

Discover more charity articles on Safestore’s blog where you’ll find a range of interviews from our partners up and down the country as well as partner events.  Or, if you’re looking to get a storage quote we have a range of self storage options in over 100 locations – find your nearest store today.


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