A brand is more than a logo or a catchy title. Shelly Lazarus CEO of Ogilvy Mather describes 360 degree branding in which every aspect of a company’s business: suppliers, manufacturing, sales, customer service, management, etc. reflects the business brand. Inconsistency in these business areas won’t be overcome by a cute mascot or a jolly jingle. 
With a name like Fairly Traded, and a tagline of “sweatshop free clothing for children”, Kylee’s brand has a lot to live up to. And without a doubt, she does. Kylee has literally scoured the world for high quality clothing and accessories that help promote economically and environmentally sound business practices, or as she puts it “ethical fashion”.
Fairly Traded’s target market is today’s conscious consumers who want to build a brighter future for the children they are clothing.
In order to achieve her brand’s promise, Kylee uses suppliers who:
- use organic cotton - kinder to the environment and the farmer
- trade fairly with small producers - supporting artisanal production, using the garment trade to overcome, not contribute to, poverty
- use alternative natural fibres: hemp, silk, nettle, flax - thus reducing the dependence on cotton and synthetics
- use recycled textiles and clothing - reducing our waste and saving the energy needed to create new materials
Here is her story.
Kylee, tell me about your business.
I have a web based Children’s Clothing company which sells only ‘fairly traded’ items, absolutely everything is guaranteed sweatshop free!
What is your best holiday item?
Oh it’s so hard to choose, I love my Christmas pudding hats, and the snowflake 
or candy cane babylegs. Of course the knitted animals are a favourite with all children. And the finger and glove puppets.
What inspired or motivated you to start your business?
When my daughter was born I was shopping for clothing and found it difficult to find colours other than pink pink pink, so I decided to track some down myself and after contacting a few suppliers I was shocked at the wholesale price so I decided to investigate.
I started asking about trade practices and all of a sudden alot of companies suddenly stopped mailing me. Then the whole sweatshop area came into play and I made a decision that I didn’t want anyone else’s child making clothes for mine.
Where do you get your products?
My products come in from all over the world: India, UK, Mauritius, New York, L.A, Kenya and Egypt.
I’ve found them through many different avenues, quite a few I found while home in Australia. Others through the Fairtrade network, and finally through alot of trawling the internet and Trade Shows.
I don’t design anything I currently have in stock. They are all supplied as is. But I will have a ‘Fairly Traded’ range coming out in the summer made completely from second hand fabrics which is very exciting!
Tell me more about some of your suppliers.
Kenana Knitters started in 1998, with the primary object being to help rural women find some much needed form of income utilizing their spinning and knitting skills. The Kenana group buys homespun wool produced locally in Kenya, then knits it into beautiful animals, children’s hat, scarf & mitten sets and many other items.
All products are made with home-spun wool, in a variety of natural and plant-dyed colours. All materials are sourced locally, and renewable energy supplies are used where possible. The fabulous colour range is provided by local plants grown specifically by the group. Every item is fully washable and easy to care for.
You’ve experienced great growth - have you added employees to help?
Well no employees as yet but alot of friends have pitched in and I haved worked myself to the bone! As well as my partner who has been fabulous.
What keeps you motivated?
My daughter. If I can help create awareness in the retail industry about sweatshops hopefully someone else’s child is saved from brutal working conditions.
How did you fund your business ? 
With absolutely everything I had and anything that friends and family could spare.
Who is your target market?
My target market are parents, aunts, uncles even granny’s with a social conscience. Also parents who are looking for a little something different.
What percentage of your business is online? What is your ideal percentage?
At the moment it’s about 5% online but I’d like to move that up to 95% in the longterm.
Where do you get most of your customers? 
Word of mouth is the major contributor as I do Farmers Markets and this spills onto the internet through handing out so many business cards.
What is the biggest challenge you faced and how did you overcome it?
As with a lot of businesses my biggest challenge was funding. My bank wasn’t overly cooperative but luckily family and friends became my backers. And strangely enough 6 months down the line now my bank is extremely helpful.
What was the best unexpected thing that happened to you?
On my first day of trading a reporter bought her nephew a Tshirt and then rang me on Tuesday to do an editorial on me. Not 1 week trading and already a 3 page spread in the Irish Times Weekend magazine, YIPPEE!
What do you wish you had known when you started?
It’s ok to ask for help. Do as much market research as you think you need and then do the same amount again. Ask everyone you know for their opinions, and get them to be brutally honest.
Do you have kids? 
Just the one daughter and she’ll be 2 in January.
Do you work at home?
Sure do, and also Farmers Markets.
What is the biggest challenge of being a work-at-home mom?
Keeping my daughter away from the computer! Also realising children aren’t into time management and don’t really care about deadlines.
How has your daughter helped you be a better entrepreneur?
It’s helped me focus on the future. Realise that baby steps are still steps. Make me work that extra bit harder as it’s not just my business but it’s for all my family.
How has being an entrepreneur helped you be a better mom?
It has given me a much more flexible working day to spend more quality time with my family. Even if some days it certainly doesn’t feel like it. 
What advice do you have for other Women Entrepreneurs, or Entrepreneur-wannabe’s?
Don’t ever lose focus, set backs happen to everyone, all we can do is learn from them. It doesn’t matter how small you start with a little help, patience and understanding everything can grow. Also remember you can’t possibly know or do everything don’t be afraid to ask for help or delegate!
To see more of Kylee’s ethical fashions visit Fairly Traded.
To get my special report on 7 Steps to Sustainable Success for Women Entrepreneurs -> Click Here.
If you would like your business profiled on More Than WE Know please contact me at Liz (at) Morethanweknow (dot) com.
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