Supporting women in business: Spotlight on AmaElla

  • December 18th, 2017
  • Blog

Shining a light on women in business

At GenPol we are committed to backing female entrepreneurs, and sharing success stories of women in business. In the run up to Christmas we feel it is more important than ever to give a platform to women striving to make the business world a fairer and more ethical place, especially when we are looking to get our stockings filled, and New Year’s resolutions drawn up.  To kick-start the series, we want to introduce AmaElla  an ethical, environmentally sustainable lingerie brand that is close to our hearts. It’s co-run by one of our non-executive directors, Lara, and her friend and now business partner, Julie.

AmaElla is a social enterprise whose mission is to encourage ethical behaviour in fashion through sustainable and ethical sourcing. Their core values are of quality, sustainability, customer centricity, and honesty. As a reaction to the exploitation of factory workers, suppliers and consumers, Lara and Julie have created a brand where people and the planet are at the heart of what they do. Frustrated by how difficult it was to find attractive lingerie made from organic cotton, the pair took it upon themselves to turn cotton “from drab to fab”.

You can sleep well at night

By choosing AmaElla lingerie and nightwear the idea is that you can sleep well at night, both thanks to the purity of the fabric on the skin—free from toxic chemicals—but also in the knowledge that the items you are wearing have been responsibly sourced.

Central to AmaElla‘s mission is the knowledge that our skin is our largest organ and taking good care of it will benefit our health.Toxic chemicals on our clothes have been associated with problems in women’s hormonal health and even with increasing the likelihood of developing breast cancer. As a result, AmaElla only uses certified organic cotton and materials free from toxic chemicals. Every material has been tested for harmful substances by independent organisations such as GOTS (Global Organic Textile Standard).

Moreover, as a social enterprise, AmaElla meets the social criteria based on the key norms of the International Labour Organisation (ILO) and UN guiding principles, including: traceability of production, prohibition of child labour and slavery, the living wage, respecting women’s rights and ensuring all employees are treated with respect and dignity. These are values that are key to making the working world a fairer and more equal environment, and that we, at GenPol, strive to promote and uphold in our own research and consulting services.

All items are made by women who are paid a living wage and whose working conditions are closely monitored to ensure they are treated fairly and respectfully.

They don’t cost the earth

While AmaElla’s prices may be higher than many high street brands to ensure ethical integrity and quality, AmaElla pride themselves on not literally costing the earth. Fashion is, after all, the second most polluting industry in the world— second only to oil—and non-organic/conventional cotton is the dirtiest crop out there. However, despite its environmental impact, non-organic cotton is one of the most commonly used natural fibres, in nearly 40% of our clothing and using 25% of all fertilisers globally.

AmaElla’s commitment to using 100% organic cotton means that its organic farming uses traditional and new scientific knowledge to grow crops in a way that develops healthy, fertile soil, conserves biodiversity and protects natural resources, minimising the use of non-renewable and off-farm inputs.

Ultimately, by selecting the finest organic cotton, premium trims, and attractive prints, AmaElla ensures that its lingerie and nightwear line is anything but ordinary. Created with the consumer in mind it wants women to feel bold, healthy, beautiful and confident in their skin

A Fantastic Festive Offer!

In a bid to support AmaElla’s great work, we are running a special pre-Christmas offer! From the 18th to the 22nd of December AmaElla are kindly offering of a 15% discount off the whole range to any shoppers who used the code ‘GenPol17’. Simply like our Facebook page, and head over to their online shop (you will be asked to provide the code at the checkout).  All of us at GenPol are proud to support and shine a spotlight on the incredible work being done by these women, and we wish them (and you) a very happy Christmas!

Emmanuela Wroth
Research Associate

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