According to Emi♥’s website, emi is Japanese for beautiful…and sure enough, Emi♥’s mission is beautiful. Coming from across the pond, Emi♥ is a fair trade jewelry and clothing brand in the UK. Emi♥’s products are made in fair trade factories in India and China, some even being BAFTs (The British Association of Fair Trade Shops) certified or part of the WFTO (World Fair Trade Organization).
Although it’s hard to visit these factories, Emi♥ ensures that the fair trade policies are carried out by having close contact with suppliers. “Having suppliers that are BAFTs certified or are part of the WFTO assures us that their ethical policies are really being upheld,” Padraig Tierney, campaign director, said.
However, Emi♥ doesn’t forget about its own country’s well-being. “As well as promoting ethical issues in other countries we wanted to keep something close to our hears,” Tierney said. “Our recycled jewelry collection comes from a factory based in the south of England and our new clothing line is handmade by skilled tailors right here in the UK.” According to Emi, fair trade isn’t all about fair payment, it’s about having a right to a fair way of life and that includes working practices, living rights and social interaction.
Emi♥ is also involved with the Tara (Trade Alternative Reform Action) Project, an organization that helps to improve social circumstances in Delhi, India by building schools and providing them with teachers and books. “New schools are being created all the time in under privileged communities, so by supporting our brand the profits from the jewelry you buy go directly to funding the project in India,” Tierney said.
Emi♥ only launched in 2009 and it has already seen growth in the fair trade movement, especially among designers. “It is our opinion, that if the new/smaller designers start producing ethical/fair trade clothing then the big corporate companies will also follow suit, like H&M’s eco-chic conscious collection,” Xander Kostroma, allocator, said.
The fair trade movement seems like an expensive investment, but Kostroma claims that it’s not as expensive as people think. Emi♥’s recycled jewelry has reasonable prices ranging from £25 GBP ($40.43 USD) to as low as £1.50 GBP ($2.42 USD). And remember, the profits go to the Tara Project!
Emi♥’s been working on their fall 2011 ladies work-night wear clothing line which is made from eco-jersey and super soft cotton. Their favorite piece, the hood dress is pictured below. Their collection is due to launch online in March/April and was featured at The Spring Fashion Show in Manchester on Feb. 11.
“We can’t choose what color skin we have, what family we are born into or where we first live but what we do have is a choice,” Kostroma said. “We can choose to help those less fortunate than us, we can choose to be part of a radical ethical movement and we can choose how we treat others.” Now that’s emi.
Emi♥’s rapidly expanding and always on the lookout for new designers to work with. Any new ethical designers out there who are looking for a platform to sell their designs though please get in touch with Emi♥ at info[at]ethical-emi.com
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Emi♥’s Summer/Fall 2011 Clothing Collection





Emi♥’s Spring 2011 Jewelry

Acrylic Leopard Bangle

Antique Rose Bracelet

China Teacup and Pot Necklace

Birdcage Necklace

Feather Owl Necklace

Faux Pearl Ring
Photographer: Kera Robson
MUA/Hair stylist: Clare Arndern
50′s dresses designer: Steph Leopard
Jewelry: Emi♥
Couture hood dress: Emi♥
Models: Alana James, Nadia Arkhipova & Leah Slater
Copyright © 2010 Emi♥ Clothing Limited. All Rights Reserved