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fair trade policy
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adila (just & fair) launched their internet boutique of fashion accessories, interiors and art, July 2006. Louisa Power (adila’s buyer) was convinced that ethical production and fair trade practices could be combined with innovative and exciting design. adila is a member of BAFTS (British Ass. for Fair Trade Shops) and a BAFTS accredited importer. Traditional skills have been applied to mohair, copper wire, beadwork, recycled plastic, discarded cardboard and rescued cotton. The result is a collection of contemporary, handmade and truly unique, eco-friendly and fair trade products. By personally sourcing their collection directly from township, farm and community projects based in South Africa, they know first hand whom, where and how, your wrap, earrings or handbag were produced. The adila philosophy is simple: it’s okay to spoil yourself and love your new mohair wrap or sparkling handbag, so why not feel good about it too? In the knowledge it didn't damage the planet, and helped someone obtain a better standard of life. A typical adila quote is ‘accessorise with confidence, accessorise with a conscience’ a tag line Louisa credits to the long distances covered whilst driving her 35 year old beetle in the midday SA heat, picking up stock back in the early days. (The beetle went up in flames on the Cape Peninsula, the buying trip continued) Louisa admits it’s not been all plain sailing: ‘a great idea and good intention is one thing, turning it into a reality, a reality which can compete and function in a fiercely competitive industry is another. However, during the first year of trading business relationships have grown strong, varying cultures understood, worked around, compromises made on both sides.’ The adila team are very close to all their producers and designers, choosing to work only with productions that adhere to fair trade and ethical production. Visits to South Africa take place at least twice a year, providing an opportunity to develop new designs, discuss face to face any difficulties regarding quality, delivery schedules or employment worries. |
adila ensures payment for products is either prior to production, or immediately on receipt. Several independent sales opportunities have been created for their producers through successful marketing of the adila (just & fair) website. A website shop can be a little faceless, however adila’s various pages tell the story behind the products: blog, designers, sponsored project, newsletters and press pages involve you in your purchase. Everyone has a name and role, both the UK team and the SA producers. Jeannette’s beaded art pieces ‘Sparkling Range’, Bessie at the helm of her farm overseeing the ‘Darling Mohair’ production, Alison’s passion for the use of waste materials ‘Pompom Plastic’ are just a few who make up the adila team. adila’s aim is to expand these relationships, plus bring on board new productions to create an eclectic mix of products and designs, each with their own identity, housed within the adila branding. When asked what future plans were in store for adila, Louisa commented ‘continue to enjoy and have enthusiasm for what we do, continue to try and do it better’ Julie Martins, adila
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