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“Aurum by GUÐBJÖRG stands for Ambition, Understanding, Responsibility, Unity, and Mindfulness,” says Founder Guðbjörg Kristín Ingvarsdóttir on the values that define her Icelandic jewellery brand.

With its striking, sculptural jewellery pieces, Aurum breathes sustainability and takes inspiration from the ethereal beauty of Iceland’s natural landscapes. It is also the expression of Guðbjörg’s own passion, creativity and genuine commitment to the earth.

In this Women Worldwide interview, Team Coco sits down with Guðbjörg to talk about her love for jewellery, how Aurum is promoting environmental and ethical sustainability across all areas of its business, and how Aurum serves as a platform to showcase the beauty of Icelandic culture to the world.

“To be an innovator and a designer is to be constantly growing and learning and to be patient. It’s important to be passionate about the job, to be industrious, to successfully execute ideas, and to learn by doing. Work hard, make original work and be patient.”

Aurum by GUÐBJÖRG

Tell us a little bit about yourself and background. What made you fall in love with jewellery?

I finished my goldsmith and jewellery design education in Copenhagen, Denmark in 1996. Between 1996 to 1999, I opened a studio in Copenhagen and worked on my first 2 collections Isold and Heida. I moved back to Iceland in 1999 and launched Aurum the same year.

I fell in love with jewellery making after I spent a year in high school on Bainbridge Island in the US. I took a jewellery class at school, and I had a Norwegian teacher, who was an amazing woman who had a big influence on me. When I came back to Iceland after spending a year abroad, all I wanted to be was a goldsmith.

What does Aurum stand for? How does this philosophy inform the way you approach your business?

Aurum stands for Ambition, Understanding, Responsibility, Unity and Mindfulness. Aurum puts great emphasis on that ambition through our design, product development, quality, and customer care. We show that we understand the needs of our clients and customers with respect and empathy and that we are helpful and flexible.

We show responsibility across the business by developing a positive and respectable working environment that encourages collaboration and cooperation between employees. Aurum sources materials from certified fair-trade companies and provides environmentally friendly packaging for our clients and customers.

Aurum displays unity with our community by supporting charities with short and long-term projects, and then donating all profits from those projects to selected causes. Aurum is an equal-opportunity company and encourages a mindfulness and prejudice-free environment where everyone has a voice.

How important is sustainability to you and Aurum?

We want our customers to be confident that they are dealing with a company that continues to reduce its carbon footprint in all aspects of its production.

Sustainability is at the heart of our brand values. For example, we only use recycled gold and silver, which is something we have been doing for the past 16 years. We only use lab-grown diamonds offered by members of the Responsible Jewellery Council.

We also package our jewellery in sustainable mulberry tree paper, which is made without cutting down any trees; and finally, we offset our carbon emissions by planting trees, via our partnership with UK-based non-profit TreeSisters.

Being eco-friendly is but one aspect of our corporate social responsibility policies. We have permanent and campaign-based collaborations with several non-profit partners.

Where does the inspiration for your unique packaging come from?

Our very special packaging is modelled on Icelandic stones which I discovered on an Icelandic beach in West Iceland. They are made out of ‘Saa Oaoer’ or Mulberry Paper which is the best fibre of the Mulberry tree. Collecting the fibre doesn’t interfere with the ecosystem as not a single tree has to be cut down. Only the leaves are harvested while the tree continues growing.

How does your Icelandic heritage inform your design process?

The Icelandic energy provides me with endless creative ideas. To sense the beauty and experience all the beautiful forms and the quietness in the countryside. This is especially true when I visit my summerhouse in the western part of Iceland, which gives me a break from my busy life in the city and where my creative ideas start to flow.

From the comments that I get from my customers from all over the world, I can tell that my ideas resonate with them, and that they can sense the Icelandic nature and culture in my jewelry design and that is a good feeling. As one of my customers recently said about the jewellery:

“It truly is reminiscent of why we love Iceland, for its natural beauty.”

“It’s impossible not to think of Iceland every time you wear it.”

What have been the biggest challenges and milestones you’ve faced as an entrepreneur?

Covid-19 has been challenging but with the hard work and great support of our team, everything has been working smoothly. The challenge for Aurum is to keep up with the growth of the company. We have to be open to new opportunities and keep on developing The Aurum Brand and focus on our core values every day.

What’s next for you? Any new exciting projects in the pipeline?

We will continue to grow Aurum by Guðbjörg and focus on our online business.

Our new Basalt collection just came out last month and the next one is coming out very soon. I am very excited about the new collection, the design process takes such a long time so it is always a thrilling moment when I release them, I cannot wait!

I am also excited about the future as we have a lot of positive interest so now, we are carefully stepping into some new directions.

What advice do you have for aspiring entrepreneurs looking to start their own jewellery brand?

To be an innovator and a designer is to be constantly growing and learning and to be patient. It’s important to be passionate about the job, to be industrious, to successfully execute ideas, and to learn by doing.

Work hard, make original work and be patient.

WWW.AURUMICELAND.COM

The problem was the perfect bag was elusive,” says Stubble & Co Co-Founder Ben Watkiss as he looks back on the pivotal moment that led to the creation of, what we consider to be the sturdiest and most versatile bag brand in the market today. “I just couldn’t find one bag that would do it all and those I did find either broke pretty quickly or came with an eye-watering price tag.”

Following an idyllic three-week adventure in the Philippines, Ben set out to create a range of highly-functional bags that people would never stop using, no matter where the destination and two years later, Stubble & Co was born.

Stubble & Co’s design-led approach and dedication to excellent customer experience and true sustainability means that every product was designed to suit the needs of every kind of traveller. “We believe our products are exceptional and our promises are bold, but we still do everything we can to over deliver on them and put the customer first in every single decision,” Ben says. Having sampled a Stubble & Co Roll Top Backpack myself, I can confidently say, that while Ben’s promises may indeed be bold, he certainly delivers on them too.

We sit down with Ben and talk about what makes Stubble & Co’s bags just so much better than other fast-fashion options in the market today, how a change in mindset helped him navigate the troubles of COVID-19 and what it takes to succeed as an entrepreneur in his own terms.

Tell us a little bit about yourself and your background, what inspired you to start Stubble and Co

Before founding the brand, I spent 10 years travelling almost every week for work. In and out of airports, on planes, trains and buses, and went through a bunch of bags doing so. The problem was the perfect bag was elusive, I just couldn’t find one bag that would do it all and those I did find either broke quickly or came with an eye-watering price tag. That seemed crazy but it also gave me an idea, one that happened while exploring the Philippines.

It was three idyllic weeks in paradise. No office jobs to think about and no hectic London life, just a chance to really think about the future and how to make the leap into bags. The vision was to create a range of bags that people would never stop using, wherever the destination. Bags that could go anywhere and do anything because they had been designed to last.

Then in March of 2017, after two years of researching, prototyping and planning, we sold our first Stubble & Co bags.

I love the tagline ‘The Only Bag You’ll Ever Need’. In your opinion what sets Stubble & Co apart from other bag brands today? What have been the biggest milestones so far?

Our design-first approach and the fact we put quality at the very centre of everything we do. Materials, techniques, layouts, features and every little detail in between. We focus on it all so that we’re left with a product of exceptional quality and, one that we sell at the most affordable price possible.

The other key focus is the customer experience. We want to exceed every expectation from the moment someone discovers our brand, all the way through, so that we’re still part of their experience years after they’ve purchased one of our products.

We believe our products are exceptional and our promises are bold, but we still do everything we can to over deliver on them and put the customer first in every single decision. That’s the most important factor in our entire brand and we’ve now sold bags to over 25,000 customers.

Stubble & Co is all about blending functionality and performance with a strong sustainable and ethical ethos. Could you tell us more about your sustainable practices?

We’ve got a long way to go before we’re perfect, but we’re constantly looking for ways to make our entire process more sustainable. That’s always been our mission. First and foremost, we want to produce bags that make every journey easier, but if we don’t look after our planet and environment at the same time, we’re not doing all we can as a business. That’s why we’ve made sustainability an inherent part of our vision, working hard on every aspect to become more sustainable than we were yesterday.

To do this, we’ve made sure our bag designs are timeless over ‘fast-fashion’ and we’ve begun launching even more products made from recycled-plastics. We also offer an in-house repair service, offset our transportation carbon footprint, work out of a carbon negative warehouse and make sure all our packaging is 100% recyclable.

What has been the biggest challenge you’ve faced as an entrepreneur so far?

As you can probably imagine, 2020 was a pretty big challenge. Our whole ethos has been to make bags that are built for travel, whether that’s a commute to work, a road trip into the wilderness, a weekend away and every other type of journey, all of which were grounded at the start of 2020.

So we flipped our mindset and changed our attitude. Rather than worrying about how many bags we were selling in the short term, we doubled down on creating inspirational and educational content that would help people get ready for when travel was possible again. We also looked deeper into the changing market and found ways to develop even more essential products, like our Roll Top backpack. Agile, versatile, functional, sustainable, we wanted to design a bag that would let our customers explore the world on their doorsteps by foot and by bike.

Do you have a favourite piece in the Stubble & Co line? If so – why?

We’re proud of every product we’ve ever designed, but the Adventure Bag has to be our favourite. It’s the Swiss Army knife of bags. The kind of bag the 10 year old adventurer in us would have designed in a treehouse, while imagining we were explorers going from sea level streets to snow-capped peaks. That was the passion that fuelled the Adventure Bag.

Made from seriously robust recycled materials, this 42L bag combines the utility of a holdall with the functionality of our most practical backpack. But it wasn’t until we read the first customer reviews that we realised just how special this design was. On one hand it is tough, durable and enhanced with 8 purpose-built compartments so that every journey is made easier and on the other it is exceptionally lightweight and comfortable, with nothing rigid within the bag, so that it can be packed to the limits of any airline. It’s the ultimate sidekick.

Stubble & Co has a decidedly streamlined range – how do you go about designing a Stubble & Co bag?

First of all, we sit down and think about the sort of problems we want to solve with each bag and then we brief our epic designer — who has worked with some of the best known bag brands out there — to come up with exciting new ways to make the little details exceptional.

After that, we put out surveys and talk to our customers because they know our bags better than anyone. That’s how we are constantly able to improve. Every single product we have brought out has featured an improvement, whether that’s something big and obvious or small and essential.

What’s next for you and Stubble & Co? Any new exciting projects in the pipeline

Hopefully a lot more travel and everyday adventures. We started Stubble & Co to solve a problem we were struggling with, so we’d love to get back to living the brand day in day out, getting out into the wilderness, testing our products and finding even cooler ways to improve them. And while we envisage always having a small permanent collection of bags, we want to keep finding ways to stretch what’s possible in every perspective: the materials we use, the features we offer and the ways in which we build each bag. There’s only one way to do that: get out there and test them in the wild.

What advice do you have for those looking to take the leap and start their own businesses too?

The first step is always the hardest part… and the scariest, especially at the beginning. You suddenly realise how much effort and time is actually required as you start working hours that are far, far longer than you ever imagined, with numerous sacrifices dotted along the way. All the late-nights, stressful moments, nervy decisions, everything. When you start seeing your product worn by strangers on the street, everything just becomes worth it and you’re left feeling incredibly proud of what you’ve achieved. So, hang in there, because if you’ve got passion and a love for what you’re building, you’ll make a success of it and that’s worth all the hardships.

WWW.STUBBLEANDCO.COM

“During times of standstill Victoria enabled people to connect,” says Vicky Cheng, Founder and CEO of Victoria the App, as she looks back on how her eponymous tech business inspired and connected locked-down creatives in times of peak pandemic blues.

Victoria the App is a league apart from other dating/networking apps in the market today. Designed with the purpose of building meaningful connections over forced, temporary flings, Victoria the App has not only succeeded in providing a sense of community during endless lockdown iterations, but also promises to be one of London’s buzziest virtual member’s clubs this year.

“My aim was to fuse virtual life with real life, taking the pressure off finding a place to meet that would suit both individuals,” Vicky said. “I feel that as much as technology has helped us find new people, we still need to keep a natural element in making connections.

We sit down with Vicky Cheng and discuss the early days of her tech start-up, how she has stood out as a woman in tech, and the merits of building meaningful connections and surrounding yourself with the right people to help you succeed.

She also gives some sound advice for future female tech entrepreneurs looking to shine in a male-dominated landscape, underscoring the value of self-belief and embracing all the things that make you ‘naturally original.’

Vicky says, “Step out of your comfort zone and never think that being a girl is a problem, and instead only as an advantage. As Beyonce once said, she never faced any glass ceiling. Being different is an advantage, it sets you apart and makes you naturally original.”

Tell us a little bit about yourself and your background, what inspired you to start Victoria the App?

I am originally from Hong Kong but made the UK my home when I was 17. I went to an all-girls school here, before starting my studies at London School of Economics. My family remained in Hong Kong, so I’ve always been keen to meet people that have the same mindset as me. People I could trust, otherwise it can quickly get lonely, especially in a big city like London.

I started Victoria right after graduation, as I found that all the other apps I was using to meet people, just gave me temporary connections, and the whole process felt a little forced. From this personal issue, Victoria was born. I wanted to create a platform that connects people through mutual interests, whilst also letting them meet in organic settings, through the app’s many events.

My aim was to fuse virtual life with real life, taking the pressure off finding a place to meet that would suit both individuals. I feel that as much as technology has helped us find new people, we still need to keep the spontaneity in making connections.

I wanted to offer a healthy alternative to the usual toxic space of dating app. Victoria is a community of high-quality people, that saves young entrepreneurs and creatives time when looking for a like-minded network.

Dating, networking, events – Victoria the App has everything! What were those early days of starting your business like?

The beginning was hard as I didn’t have a technical background and it was my first job after graduation. Funnily enough, I was setting up a networking business through networking, which highlights the importance of connections. Through constantly meeting people, I found so many talented individuals that helped me set up the technical side of the business. In those early days, I set up my website with the help of a supportive intern and even gave coding a try.

After a while I joined a coworking space where I met incredible, talented people who were all keen to connect. One of whom was an iOS freelancer who helped me get the app on the Appstore.

I made a lot of mistakes and changed my idea few times before getting to the final concept that we know today. I also realised that hiring the right people that work well together other was crucial for efficiency and productivity.

In the early days it was all about making mistakes and learning from them. You must be brave, have great passion for what you do and have the ability to persuade everyone around you that your idea will be successful. Don’t let other people project their fear on you and you’ll see you’re going into the right direction. As an entrepreneur the most important thing you must learn is how to change your opposers opinion.

What have been the biggest milestones so far?

One of the biggest milestones is hitting 1k members and launching abroad. I also hear people talk about Victoria, so word of mouth is working. Our stats also show that with have the highest 14 day retention rate amongst our competitors, which shows that our members enjoy being in the Victoria community.

Another great achievement was when our first A-list celebrity signed up to the platform, it really highlighted the impressive quality of our community.

Tech is traditionally a field dominated by men. How do you set yourself apart in the tech world as a woman?

Being a woman has never stopped me from going for anything, and I’ve never felt that I was overlooked or not respected. Because of the industry I’m in, a lot of my teammates are men, but that doesn’t mean they disrespect or patronise their female colleagues.

We also have a lot of tech savvy women in our team, for example my NED is a brilliant lady that came from Bumble and now helps me grow the Victoria community. When I make decisions about hiring, I am not biased on gender nor am specifically looking for a balance, it’s what they can do and know that counts.

Personally, I really feel that success tells more about a person rather than gender. I believe this is also why I’ve never felt disadvantaged as a woman. I always try to make my achievements speak for me and earn respect within this male dominated industry. Once the industry got word that I managed to receive funding, a lot of other companies were interested in me and wanted to learn more about Victoria.

What has been the biggest challenge you’ve faced as an entrepreneur so far?

With setting up a start-up everything is very challenging, but I think the biggest task is finding the most suitable people for my brand. People forget that it isn’t just about capabilities but also about how the person resonates with my vision and how they can fit into the team dynamics. Trust is also a major factor that goes into the hiring process, as my staff will get the most intimate insight into my ideas and strategy.

In the world of COVID-19, what role do you think online communities like Victoria the App can play in connecting people?

During the numerous lockdowns we had to endure, I felt Victoria kept a sense of normality for our members. We hosted a range of online events once a week, which all had fantastic turnup rates, during peak covid times we had around 80 attendees.

We partnered with great brands such as Wolf & Badger who sparked a conversation about body positivity. We also had entertaining cocktail making classes and a virtual visit to a classic car garage. For many it was the highlight of their week. Others felt it was very refreshing seeing new faces and not speak to the same ten people in their emotional support circle. During times of standstill Victoria enabled people to connect and have intriguing conversations.

Covid measures are gradually being eased so we can now commence with real events, bring Victoria to life, and show our members the real potential of our community.

What’s next for you? Any new exciting projects in the pipeline?

Our latest events were hosted in person for the first time. Most recently, we had a low-key get together at the exclusive private members club, Laylow. Joshua Kane, a quintessentially British tailor also collaborated with Victoria by hosting an ambassador dinner at another private members club, Home House. In July, I will be speaking on a panel, as part of our ‘Brands disrupting the norm’ Event at Home Grown, Home House’s sister club focussing on Entrepreneurs, Investors and Business Leaders.

Other than events, I will keep pushing Victoria to reach more people and receive greater resonance around the globe. One of our main objectives for 2021 is to increase growth amongst our community and receive more traction on the app. To achieve all this and unfold our greatness, we are constantly looking for investors and are planning to participate in fundraisers.

What advice do you have for women who would like to become GirlBosses like yourself?

Believe in yourself don’t care what other people say about you, if you really want to set up your own business and that is the only thing you want to do career wise, go for it and take the plunge!

Make sure you always ask for help, a start-up is about getting all the support you can and building useful connections. You need to find people that are willing to support you, mentor you and be friends with you throughout your journey from setting up your business to success.

Step out of your comfort zone and never think that being a girl is a problem, and instead view it only as an advantage.

As Beyonce once said, she never faced any glass ceiling. Being different is an advantage, it sets you apart and makes you naturally original.

WWW.VICTORIATHEAPP.COM

According to Stephen Zieminski, Founder and CEO of internationally-renowned protein and supplements company Naked Nutrition, running a business is quite similar to cross country and track. He says, “In running, I believed from early on that you get out what you put in. Success doesn’t come overnight but if you keep at something long enough, those efforts will often, pay dividends.”

“I approach business in the same way,” Stephen adds. “It’s not one day or one decision that makes or breaks you, it’s the constant effort you put in day in and day out that determines whether you will be successful or not.”

Naked Nutrition is founded on the principles of less is more, offering nutrition products that strip away marketing and gimmicks and focus on the good stuff. It started with a core range of five single-ingredients protein powders in 2014 and now has a thirty-product strong offer which will soon include a multivitamins line.

Stephen’s mission is to “be a nutrition company with nothing to hide,” and Naked Nutrition does exactly that; foregoing artificial additives to focus on the high-quality ingredients that your body really needs.

We sit down with Stephen and talk about the early days of Naked Nutrition, how his own background as an athlete has informed his approach, and why consistency and focus are the key ingredients to success as an entrepreneur.

Tell us a little bit about yourself and your background. What inspired you to start Naked Nutrition?

I have been into physical fitness all my life. At the University of Florida, I was on the cross country and track teams and while there, was a two-time All American. My experience as an athlete created an awareness of how everything we consume affects athletic performance and overall health. The idea for Naked Nutrition was born in 2014. Looking for protein powder for myself, I found that most products were filled with long lists of artificial ingredients that I knew offered little to no nutritional value. I envisioned a line of products that would be simple, transparent, healthy, and effective. We launched with five single-ingredient protein powders and have grown to offer over 30 products.

We love your ‘Nutrition with Nothing to Hide’ mantra. Can you elaborate on some concrete ways that Naked Nutrition is promoting transparency across its supply chain and product offer?

Our goal has always been to be a nutrition company with nothing to hide. As our name implies, Naked Nutrition strips away the marketing and gimmicks many companies use today. We are constantly looking at products and highlighting the proteins and supplements that can be improved through better ingredients, fewer ingredients — or both. We meet with farmers and suppliers in person as much as possible to source ingredients that meet our strict standards.

In what ways has your own past as a cross country and track athlete influenced your approach to Naked Nutrition? What were some of your biggest learnings?

In running, I believed from early on that you get out what you put in. Success doesn’t come overnight but if you keep at something long enough, those efforts will often, pay dividends. Matter of fact, when I first started running Naked Nutrition, it took over two years for my efforts to start surfacing in the form of results.

I approach business in the same way. It’s not one day or one decision that makes or breaks you, it’s the constant effort you put in day in and day out that determines whether you will be successful or not. Since I’ve never been one to shy away from work, running and business are very appealing to me.

What are the biggest challenges to offering protein & supplement products with just 3 ingredients or less?

The challenge I most often face is finding the right people and companies to work with. The protein and supplement industry can be a scary place. So, finding people who care about the quality and integrity of their processes and the end product hasn’t been the easiest. When your products contain so few ingredients, you must ensure consistency and minimise variation as much as possible. The way we do this is through testing and various other checks and balances throughout the manufacturing process.

In your opinion, what sets Naked Nutrition from other brands in the protein and supplements market today?

Transparency, premium ingredients, and as few ingredients as possible.

What’s next for you? Any exciting projects in the pipeline?

Naked Nutrition’s goal is to offer solutions for everyone, at every time of the day. We are launching several new protein and supplement products in the coming months including a multi-vitamin and even more plant-based products.

What advice do you have for aspiring entrepreneurs looking to start their own business?

Focus on what motivates you. My motivation is growth so I focus my attention wherever will support that most. Often that means being a problem solver. Even the most competent and skilled teams will encounter challenges. Success is determined by how you tackle them.

FOR MORE INFORMATION VISIT NAKEDNUTRITION.COM

According to Harvey Broadbent, Founder & CEO of sustainable and truly inspirational fashion brand Positive Outlook Clothing, “you should always start with purpose and let your product follow.”

From a very young age, Harvey started with purpose, living a life surrounded by positive energy and encouragement which he now shares with others through Positive Outlook Clothing.

Purpose is everything for Harvey, and this rings true for his company which foregoes fast-fashion trends and instead inspires people to look inward, giving them the right clothes to live their best, most confident lives. Positive Outlook Clothing has people at heart and planet in mind and offers stylish, evergreen pieces that can go from day to night and are made to last.

“We create quality-crafted clothing that focuses on the wearer and helps them to shine and feel their best,” Harvey says. “Clothing that helps you feel and be the best version of yourself every day.”

“Each and every time a customer sees or wears an item of our clothing, it gives a small boost, a smile, a push in the right direction and acts as a symbol of like-minded, forward-thinking, positive people.”

It makes sense then, that for Harvey, profits aren’t the be all and end all for his company. Instead, he seeks something much more valuable – and that is to share his truly inspiring positive mindset with the world, one sustainably made garment at a time.

We sit down with Harvey to talk about his early forays into design, balancing profit and purpose and his goal to build a family of positive-minded people looking to change the world.

“Our motto is ‘people at heart, planet in mind’ and this rings true all the way through our company foundations… Success for me is measured by the impact you have, the love in your heart and the legacy you leave behind… not the numbers on your bank balance!

Tell us a little bit about yourself and your background, what inspired you to start Positive Outlook Clothing?

My name is Harvey Broadbent and I guess you could say I was born and raised in the midlands surrounded by creativity and positivity. With the family on my mum’s side all in motorsport engineering, and the family on my dad’s side was in fabrication, upholstery, and carpentry I was destined for a world in design.

My childhood was full of positive reassurance and the general push to ‘try anything’. Our family was not afraid of failure and instead praised it, as long as you gave it your all and regardless, learned from the outcome. Although my passion began in fine arts, I had the standard concerns of “you won’t make any money,” stressed to me by my teachers and friends alike.

To keep the creativity alive, I chose to explore the world of product design with a bachelor’s degree at Bournemouth University in 2008. This was where I gained an insight into each and every stage involved in taking a product from concept to life and my sense for sustainable design was born. Little did I know that this life of positive encouragement and desire to create would drive me to build a company with people at heart and planet in mind.

We love the mantra of “A positive outlook garment is a positive mindset.” From design to production and marketing – how does this ethos inspire your business?

We create quality-crafted clothing that focuses on the wearer and helps them to shine and feel their best. We don’t cater to high street fashion and exotic trends; we look a little further inward into one’s mindset and inner confidence. Clothing that helps you feel and be the best version of yourself every day.

Each chance encounter and shared moment creates a unique opportunity for a transference of positive energy, wisdom, and culture. Each time a customer sees or wears an item of our clothing, it gives a small boost, a smile, a push in the right direction and acts as a symbol of like-minded, forward-thinking, positive people. These are the foundations we stand upon in every aspect of our business and will continue to as we look to grow as a Positive Outlook family.

In your opinion, what sets Positive Outlook Clothing apart from other fashion brands in the market today?

Sustainability, transparency, and accessibility. We have been working in the world of sustainability for over eight years. We’ve made mistakes, tackled controversy, and sailed through the smoke and mirrors that exist within the fashion industry and business world.

We take nothing at face value and instead strive to see first-hand the people and processes involved at every stage of production. For example, over the past 4 years, we have worked with one family-run manufacturer for all our clothing, and we couldn’t be happier about it. We know every member of staff working there at every process, we know where our fibres come from and the energy it takes to turn those natural fibres into fabrics for you to wear and feel fantastic in. This approach allows us to share this information confidently and honestly with our customers.

With fashion being one of the biggest pollutants, sustainability in the fashion industry is more important than ever. In what ways does Positive Outlook Clothing promote conscious consumerism?

Coming from a product design background, for me sustainable design is not a gimmick, marketing ploy or USP, it’s just ‘the way it should be’ and a sign of good wholesome design. This follows through to the type and styling of the clothing we produce – quality everyday essentials.

As a company, we promote a minimal lifestyle, producing quality made items that fit and feel amazing, styled to look as good at the bar with friends or out on your morning run. We aren’t focused on launching elaborate ranges or hitting those high-street trends. A Positive Outlook item is an everyday item that will last. Our botanical fabrics and fibres work with your body, aiding movement, allowing your skin to breathe while being durable and stylish to suit any

surrounding.

As a business owner with such strong ethical foundations, how do you balance profit and purpose?

Our motto is ‘people at heart, planet in mind’ and this rings true all the way through our company foundations. I have no dreams of incredible riches but rather to succeed as a company, to reach our goals and build a family of like-minded ambitious people that are living the life they want to live and positively impacting as many people as they can while doing it. Success for me is measured by the impact you have, the love in your heart and the legacy you leave behind… not the numbers on your bank balance!

What’s next for you? Any new exciting projects in the pipeline?

Where do I start! I’d say out of everything we have going on now, I am most excited about the podcast concept we are currently creating as a company. The podcast we’re launching will ultimately be an extension of our heart, championing various youth organisations across the country, starting local to us.

We will be sharing the amazing work they do, breaking down the challenges/stereotypes they and their members face and chatting 1-2-1 with the inspiring young people these organisations work with.

We have 6-7 projects lined up so far at different stages and already each conversation we’ve had has been eye-opening and powerful to say the least! Keep your ears peeled and eyes open for this one…

What advice do you have for aspiring entrepreneurs looking to start their own fashion brand?

Start with purpose and let your product follow.

www.positiveoutlookclothing.com

Most authors can trace back the source of their writing passion to a very special moment or person from their youth, and according Dr. Bunmi Oyinsan, world-renowned author and African culture thought-leader, her impressive body of work was inspired by the female heroines of her maternal grandmother’s stories.

“My grandmother’s stories always depicted women as strong and valiant, and she also told stories about Dahomean women warriors,” Dr. Bunmi said. “Most of the literature I was made to read in school were by men and I found the women in these narratives were quite different from those in my grandmother told. So, I was eager to write stories that would celebrate the powerful and inspiring women from my grandmother’s tales.”

Trying to close the cognitive dissonance between the heroines of her grandmother’s tales to the often invisible women of the African literature she was surrounded with, Dr. Bunmi set out to write about real and inspiring African heroines. “Most of my works have developed in response not only to the flat, negative, and often invisible portrayal of African women in some novels but also as a result of the recognition that ours is still predominantly oral culture… In addition to being inspired by works of other women writers, I situate myself firmly within the traditions of women story tellers.”

We sat down with Dr. Bunmi Oyinsan to discuss her literary roots, the importance of placing women at the centre of story-telling, and her latest book ‘Three Women.’ Commenting on her latest novel, Dr. Bunmi says, “My novel Three Women has been about claiming a voice or voices for women as the case may be, by creating female characters from a woman’s perspective… I also believe that it is important to show women not only as victims, but as active determinants of the course of their lives as well as active elements in their communities.”

We also talk about her philanthropic work with ‘Lekki Affordable Schools’ in Nigeria, how the concept of ‘Sankofa’ informs her writing and why celebrating African voices amid the context of the Black Lives Matter movement, is more important than ever.

“It is as important now as it has always been for African stories to be told by African voices. If the global Black Lives Matter Movement has taught us anything, it is the fact that racism is a global pandemic,” Bunmi says. “At any given time, there seems to be only room for a few writers of colour and the big prizes and publishers who are not people of colour are the ones who determine whose voices get heard. We need to change this.”

Dr. Bunmi Oyinsan

Tell us a little bit about yourself and your background?

I was born in Lagos but spent my formative years in Port Harcourt. I started my post-secondary education in the UK and then studied for my masters and doctorate in Canada, where I now live. I started writing as a teenager. I was inspired by the stories that my maternal grandmother told me when I was growing up. Sometimes she told traditional stories, but she also made up her own stories to keep me entertained.

Her stories always depicted women as strong and valiant (her family had migrated to Lagos from Dahomey, now Republic of Benin) and she also told stories about Dahomean women warriors. Sometimes her stories were about real women, her contemporaries like Mrs. Funmilayo Ransome Kuti and Sisi Obasa (Mrs. Charlotte Obasa) to name a few. Unfortunately, most of the literature I was made to read in school were by men and I found the women in these narratives were quite different from the women in the stories my grandmother told me. So, I was eager to write stories that would celebrate the powerful and inspiring women from my grandmother’s stories.

What inspired you to seek out your current career path and eventually become a thought-leader for African culture?

I started the Sankofa Pan African Series because I’ve always loved history. I have many fond memories from my earliest history lessons about the great African civilizations and historical figures, like Mansa Musa, Emmanuel Aggreh, Jaja of Opobo, Nana of Itsekiri to mention just a few.

Although, I must confess that because my maternal grandmother who as I said earlier regaled me with stories about women, I quickly figured out that the history I was being taught at school was incomplete because there were hardly any women in them!

This foundation made me question, even more, the history I was taught in secondary school, which while purporting to be world history was mostly European history. My children’s generation was worse off because they were not taught African history in primary school like I was, despite the fact that they attended primary school in Nigeria. Another reason why I started the Sankofa Pan African Series is because it is, of course, important for the future of Africans and Africans in diaspora to have as many voices emphasizing the fact that civilization did not originate in European countries as most of the history books out there try to lead us to believe. Neither does civilization end in the countries that now represent the so-called developed world.

Tell us more about your latest book for adults ‘Three Women’ as well as your latest children’s books?

Three Women is my latest novel for adults. I have, since the release of Three Women, published four illustrated children’s story books. These children’s illustrated books come in two different series: The Legends of Africa Series, which introduces children to the stories of noteworthy Africans and people of African descent who have made a significant impact in the world. Currently, the series has two books: Mansa Musa: The Richest Man Who Ever Lived and Phillis Wheatley: The Girl Who Wrote Her Way to Freedom.

The Second Series is the Adventures of Anansi And Sewa. The first book in that series is Rainy Day and the second one is The Missing Black Panther. With the Anansi and Sewa Series, I am introducing the beloved trickster figure in many African and Caribbean stories, Anansi to children of this age who might not necessarily find a lot in common with the traditional folktales that my generation and others grew up with. So, the Anansi in my stories is a young Spider boy who sometimes gets into scraps with his sister Sewa. We see them as anthropomorphised creatures interacting with other members of the Spider family.

What is Three Women all about? How has your own personal history influenced your writing?

My work for adults, including my novel Three Women, is about claiming a voice or voices for women as the case may be, by creating female characters from a woman’s perspective. Most of my books, stage plays, and films have had female protagonists. I have found myself reacting to orature because of the role which story-telling played in my choice of vocation. In addition to being inspired by works of other women writers, I situate myself firmly within the traditions of women story tellers.

Most of my works have developed in response not only to the flat, negative, and often invisible portrayal of African women in some novels but also as a result of the recognition that ours is still predominantly oral culture. Although the temptation initially was to create only ‘perfect’ characters, I have tried to acknowledge — where a female character has flaws — that I focus on the causes of such flaws rather than to propagate the assumption that women are naturally weak, evil or devious. I also believe that it is important to show women not only as victims, but as active determinants of the course of their lives as well as active elements in their communities.

My interest in orature is also illustrated by the fact that when I sit down to write, I find myself responding to several stimuli. Sometimes it is the lyrics of a song, a particular proverb, the strands of a conversation I have heard somewhere, something I read or saw in a stage play or on the television which plays at the back of my mind. It was also in a bid to interact with the various elements with which I was determined to create a dialogue that I ventured into film-making.

Your prolific literary works have helped put African stories on a global stage. In your opinion, how important is it that African voices be heard in the context of 2021?

It is as important now as it has always been for African stories to be told by African voices. If the global Black Lives Matter Movement has taught us anything, it is the fact that racism is a global pandemic. Its manifestation might be different, but it is not restricted to the borders of individual countries. Racism is at the bottom of the way in which a continent as rich as Africa is, is also the poorest continent. Yes, most African leaders are corrupt, but corruption is not the only culprit responsible for the situation of Africa.

What is responsible for the warped global economic structure which ensures that African countries are not in control of their natural resources? African farmers can continue to slave from now till kingdom come and if they cannot determine the prices of their produce, they will remain poor. African voices must continue to be raised in any way Africans can to denounce the continued pillaging of the continent and the continued oppression of people of African descent all over the world.

Your written works are known to embrace the concept of ‘Sankofa’ could you tell us more about this?

The word Sankofa comes from Ghana. An Adinkra symbol for Sankofa represents it as a mythical bird flying forward with its head turned backwards. For many years, I used to wear a bronze bracelet with this symbol on it. The bird depicted in my bracelet had an egg in its mouth which I was told represents gems of knowledge available in the past. The bird on my bracelet held an egg in its beak and was poised as if ready to take flight forward. I know that there could be several interpretations for this, but my favourite is that the bird takes from the past useful knowledge which helps it to build a positive present thereby laying a solid foundation for future generations.

In the same vein, I believe that by knowing our history, we will know how we got to where we are today and be better positioned to structure our present and a future for generations of Africans in the diaspora. As such, the Sankofa Pan African Series explores African experiences and the realities of a global relationship from a variety of viewpoints. We look at transnational territories – and possible territory that might exist for a new generation of Africans and Africans in diaspora.

Outside of your work as an author, you have also dedicated your life to supporting a number of non-profit organisations with a special focus on those that support children’s rights, women’s rights and economic empowerment. Tell us more about your philanthropic work. Could you elaborate on what has been the most fulfilling milestone so far?

I am really pleased with the modest contribution that I have made towards Nigerian education through our schools. I co-founded Lekki Peninsula College in Lagos, after Maroko was demolished under a military government. I had no interest of running a school, but I saw too many teenagers who had dropped out of the system, who I knew would have a brighter future if only they had the opportunity to get a proper education. We set up the Lekki Peninsula Nursery and Primary School a sister school when we realised that we were doing too much remedial work with students that were going into the secondary school. We wanted to intervene earlier. Collectively, the two schools are known in the Lekki area as Lekki Affordable Schools. We also set up Equality Through Education Foundation (ETEF) to raise scholarships and other kinds of support for children and youths.

As a woman of colour, what has been the biggest challenge you’ve had to overcome in your career?

As a woman of colour and as an author, the greatest challenge has been contending with the issue of access to publication. Very few publishers and even literary agents are interested in taking on writers of colour especially women. The problem with accessing publication is no different to the challenges that actors and other artists of colour face. At any given time, there seems to be only room for a few writers of colour and the big prizes and publishers who are not people of colour are the ones who determine whose voices get heard. We need to change this.

Dr. Bunmi Oyinsan

In an industry that has long been characterised by a throwaway mentality and easily replaceable goods with a short shelf life, TREEM wants to make a difference – for the individual as well as for society as a whole. The jewellery epitomise this worthy aspiration – in production, story and design.

First things first: TREEM stands for the True and Elegant Movement. True, to underline the importance of being true to yourself. Elegant, because this brand emphasises the significance of being elegant from the inside and out. The last word is key: the company is envisioned as being just that – a movement. Here at House of Coco we stumbled across this brand and loved their ethos so much that we had to find out more. We spent some time with the founder and Carl-David. Here’s what he had to say…

You want your customers to feel strength when wearing your designs, how do you achieve this?

Carl-David: Our story is the foundation of course, we want to reach out with a design that is the perfect mix of elegance (looking beautiful) but also pieces of rawness (looking interesting). But there is more to the design than “how you look”, but rather what you feel when wearing our jewellery. In many of our pieces we have a message, only for the wearer to know, and when we speak about elegance we speak in an even greater extent about elegance from within, and the raw part about “breaking free”, about doing what you actually think is the right thing even though it might mean having to step out of your comfort zone, but in the long run it means that you will feel better, because you know other people will feel better, and the earth as well…

Looking back since launching the brand, is there anything you would do differently?

Carl-David: Launching TREEM is a dream come true since it is all about doing good – about disrupting an industry that is in a large extent being dirty, unethical and far from sustainable. If we can reach out with a design that is based on quality, authenticity, pride in handcrafting and at the same time strengthen people into becoming a better version of themselves – there is nothing I would do differently. I look forward, upward no matter the hindrance… even though those are quite many when you start-up a brand.

What is your mission?

TREEM exists to create relevant design leading to True Elegance – on the inside and outside. (On the same time: to change an industry filled with “machine made mainstream jewellery made in a low wage country where no one cares about the individual person, or about the acid let out the backdoor water stream).

In five years time, where do you hope to see the brand?

Carl-David: Being True to itself. Having helped individuals staying true to themselves.

Talk us through an average day in your life…

Carl-David: I wake up 6 am, dress in the clothing that I generally prepare the evening before, colourful pants, shirt and jacket would be a typical day, together with a suitable bangle bracelet – matching the adventures of the day. I eat a breakfast that consists of fruit, porridge, nuts and soygurt. I try to spend at least 30-45 minutes every morning to reflect where as little disturbance as possible comes in, no mobile phone or computer during that time. In the office everything ranges from new design ideas, to negotiations, to coaching, to switching a light bulb.

What quote do you like to read when you are lacking motivation…

Carl-David: I am a big fan of Winston Churchill and almost every word that man has said inspires, if his greatest days had not been during war times, I think the world would have been a better place today. If I am to choose it would be: “Success is not final, failure is not fatal: it is the courage to continue that counts.”

Our readers love to travel, what destination is at the top of your Bucketlist?

Carl-David: I have previously travelled quite extensively, have seen beautiful nature, and also seen how mankind can treat this world in a way that is not that nice, to express myself mildly. But, my meetings with people from different background, have also inspired me to create TREEM. There is a lot of power inside people – to do things for the greater good. On my bucket list is to continue meeting these people, and hopefully see that the world continues to be beatiful, and regain what has previously been damaged. I do not see why we should do long haul flights though, just to end up lying on a beach catching sun and not exploring what we have travelled far for – this is just causing more Co2 emission – something that the world doesnt need. But I must also say; people will not stop travelling, and in my opinion shouldnt stop travelling BUT I think every person can travel more wisely, and we – the customers of the airplan makers, and the travel companies, have to demand a change – lighter airplanes, less fuel consuming, lighter packed, smarter engines, and that the parts mined for the electricity for instance, isnt mined in an non ethical and sustainable way. The question is very “simple” but requires an answer larger than the question.

For anyone thinking about launching a jewellery brand, what advice would you give?

Carl-David: Well, firstly I of course hope that it is done out of real passion – both for the design, the art, and a genuine idea. Secondly, be well prepared financially and in terms of working-hard-spirit. Establishing a brand could be the most fun journey you have ever done in your life, but also at the same time the most painful. The best advice will be a tailormade one, out of the meeting with that individual and out of the story I will be told. It is my hope that I can be there for people to give my thoughts, that hopefully can help that individual to great deeds.

What’s the best piece of advice anyone has ever given you?

Carl-David: I have been fortunate enough to meet and talk to fantastic people, people that have told me intelligent, inspiring and caring advices – I hope I still though have the best advice ahead of me, meaning I still have a fantastic meeting and conversation ahead of me. A moment to look forward to.

Find out more about this brand, we can guarantee you’ll be hearing about them soon…

https://treem.com, FB: TREEM, ins

The coronavirus pandemic has left families globally, unable to see their loved ones. This period of self-isolation has been a time to reflect and has left family members seeking out deeper connections with one another while spending more time sharing and exploring their family history.

Coronavirus has highlighted that connection is essential to our emotional and mental health with research from Ancestry®, revealing 57% of British adults feel that being connected to their family is a key factor in improving wellbeing. The research comes as lockdown rules loosen and meeting up with loved ones in our support bubble is top of our minds, particularly after such a long time of being unable to be physically together.

The study of more than 2,000 British adults also found that 41% of people seek more meaningful connections in our day-to-day lives with this rising to 59% amongst those aged between 18-34. Meanwhile, a further 61% said that they are interested in digging into the roots of their family tree in hope of forming closer bonds with their relatives.

Along with helping ourselves feel closer to our families, discussing family history and stories from the past can also help navigate this period of uncertainty. Discovering your family history can give you a real sense of security and a better understanding of who you are. Exploring your family origins, listening to tales from relatives and sharing early memories creates a sense of togetherness and strengthens family bonds.

Learning more about your family can you take you on your own travel journey as you uncover where your ancestors were born and raised, as well as how their heritage and culture has shaped your family and you as a person.

Discovering the road your great grandparents and their great grandparents have travelled and the challenges they may have encountered in life, is a good leveller. Knowing their origins and perhaps even the hard times they faced and overcame can put life’s current struggles and worries into perspective too.

It’s really simple to get started, using tools like ancestry.co.uk, you can enter your family’s names and dates of birth, or as much information as you can. Once you start adding detail, you’ll get hints for other records and other family members, that help show you where to look next and lead you to even more discoveries.

Have you thought about what to gift your Dad this Father’s Day? It’s only one week away, so you need to get your thinking cap on. This is your year to treat him to something a little bit special, because he’s your Dad and he deserves something wonderful.

We have included a varied selection of gifts; from quaffable wines and spirits to fine foods and decadent chocolates, plus luxurious aftershaves and rich skincare products to quality leather goods and precision stainless steel, sitting nicely alongside unique webcams and designer binoculars.

Ekster® Parliament Wallet, from £72 (wallet) £23 (tracker), ekster.com

The Ekster® is the world’s first voice-activated, trackable smart wallet. The worldwide tracking feature uses Bluetooth and Crowd-GPS to locate and ring your wallet, no matter where you go. No more stressful pocket checking, or ill-fated shopping expeditions!

It’s in trying times like these that we realize that cash is not just an inconvenience it’s also un-hygienic. That’s why Ekster® created something that will upgrade your everyday essentials to modern standards; the Ekster® Parliament Wallet, powerful enough to serve your daily needs, yet fashionable enough to upgrade your wardrobe.

Montezuma’s Chocolate, Bar Library, £13.99, montezumas.co.uk

A selection of some of Montezuma’s favourite chocolate bars, both Milk and Dark Chocolate, a selection choice with a number of fantastic flavours, perfect for all dad’s, no matter what their preference. The Library contains: Lordy Lord, Darkside, Happiness, Royal Mint & Sea dog.

Caorunn Gin, £28 (70cl), Sainsbury’s, Watirose, Tesco

Carefully handcrafted in the Scottish Highlands, Caorunn expertly infuses five locally foraged gin botanicals. Artisanal and small batch, beautifully mixing the rugged charm of Speyside with the urban sophistication of modern Scotland. A wonderful drink for a Dad.

Partridges Hamper, products individually priced, partridges.co.uk

There are many wonderful gifts for the larder for Father’s Day from Royal Warrant Holder Partridges London. We are especially into the bottle of Pinot Noir (£11.59), the Wild Boar terrine (£4.99), and the jar of Piccalilli (£4.65) in a little hamper, just for him.

Heinrich Barth, Face & Body Lotion, £14 (100ml), heinrich-barth.com

The Face & Body Lotion is the most indulgent, easy-to-use skin salve in HEINRICH BARTH’s arsenal. Massaging this combination of natural ingredients, including argan kernel oil, sweet almond, ginseng, grape and shea butter, gently into the face promises to plump, deeply hydrate, and relax the muscles for a deeper-level effect on male skin. https://get-a-wingman.com/8-the-best-natural-male-enhancement-foods/

This wonder Face & Body Lotion is also enriched with Hyaluronic Acid, so as well as hydrating the skin it also helps to regulate oil production. Ideal for use after a shower.

SWAROVSKI OPTIK, CL Pocket Binoculars, £590, uk.swarovskioptik.com

The perfect gift for fathers who are keen to spot wildlife during their daily walks and in their back gardens, SWAROVSKI OPTIK’s CL Pocket binoculars fit into even the smallest of pockets thanks to their robust aluminium housing and conveniently designed foldable bridge. Along with an impressive 119-metre field of view, the binoculars are well suited for those who wear glasses, thanks to the individually adjustable twist-in eyecups. Although small in size, the ergonomic binoculars don’t compromise on quality and offer unique optical excellence of the highest order in the compact range

Papalook PA452 Webcam, £69.99, Amazon https://amzn.to/2XgHg48

The Papalook PA452 webcam delivers a smooth, true-to-life HD 1080p video at 30Fps for face-to-face Skype or Zoom chatting, YouTube recordings or taking pictures. Featuring a high pixel-count CMOS Sensor with 2.0 super-large aperture and a 5-layer film-coated optical glass lens, the PA452 ensures first-class shots, even in 5 lux lighting conditions. The auto low-light correction, which can be fine-tuned to lighten conditions, produces bright and well-contrasted images.

Quokka Solid, Drink Bottle, £15.96 (630ml), Amazon https://amzn.to/2WV13pS

Sublime design meets quality construction with the Quokka Solid Bottle. For the team at Quokka the use of stainless steel was essential, thanks to its resistance to corrosion and abrasion properties, in this case its resistance to condensation is a massive bonus when working from home as it means there is no chance of ruining your home office desk with the sight of cup marks. Its double wall insulation makes the Quokka Bottle one of the best thermal insulators, maintaining the temperature of any liquid for longer whether that’s drinks cool for up to 24 hours or warm for up to 12 hours.

Bespoke London, Sweet Spice & Sandalwood Eau de Parfum, £9.99, superdrug.com

This is for the cool, charming, charismatic and confident ‘everyday’ man and proves that smelling luxe needn’t cost the earth. This new fragrance range captures the essence of masculinity and embodies every type of man.

As the face of Cocoa Brown tanning products, Olivia Buckland tells us what tanning means to her and shares her top tips for getting a flawless tan every single time…

Olivia Buckland was catapulted into the limelight after her appearance on Love Island in 2016. Entering the Spanish villa looking for love, Olivia was successful and met, her now husband, Alex Bowen. The pair coupled up early on before making it to the final and finishing in second place.

Olivia, now 26-years-old, is popular on social media with an impressive 2.2 million Instagram followers and uses her platform to engage with fans and talk about her fave fashion items and beauty products – as well as raise awareness for important issues such as her personal experience with an underactive thyroid.

If you take one look at her Instagram you will see she often flaunts a healthy bronzed glow and shortly after leaving Love Island she started working with tanning brand Cocoa Brown.

She tells us: “It was a dream come true when Cocoa Brown approached me to become Brand Ambassador after I left the villa and I’ve been working with them ever since.”

On her Instagram she regularly shares her tanning tips and talks about her favourite products that she uses to achieve her signature glow. But for Olivia, using tanning products isn’t just about looking tanned – it’s about confidence and skin health.

“Oh, it [tanning] means a lot to me! Who doesn’t feel better with a tan?” she says.

She also promotes fake tan as a healthy way to get tanned skin and personally swaps sunbathing for bottled products.

Olivia explains: “I have a history of problems with my skin so I don’t want to make it any worse by tanning in the sun. I use fake tan because natural tanning ages your skin so quickly and has so many health risks associated with it, plus a fake tan doesn’t ever make you go red, and I am prone to burning!”

Many girls find tanning tricky, dealing with streaks, patches and the chance of looking orange. Olivia has nailed her routine – finding what products work for her and using techniques to ensure a flawless finish.

“Before I tan, I always make sure I exfoliate my whole body using an exfoliating mitt to so my skin is fresh. I put Vaseline on my elbows and knees when I tan, just so that it doesn’t go dark on any dry skin.

“I also moisturise every day once I have a tan to make sure that my skin is hydrated and the tan won’t flake off,” she tells us.

As Brand Ambassador for Cocoa Brown Olivia often shares her favourite products and how she uses them.

Olivia said: “My Cocoa Brown Deluxe Velvet Tanning Mitt is my go-to for applying tan to ensure that it goes on smoothly and that it doesn’t go streaky.

“I also use the Cocoa Brown Body Makeup which gives an airbrushed look, especially on my legs, it makes them look flawless.”

And her number one Cocoa Brown product?

“It has to be the 1 Hour Tan in Ultra Dark! It lasts for days and leaves such a gorgeous deep colour. I also love that it doesn’t smell like other tans, no one likes smelling like a biscuit!”