Shivani and Sameena are sisters who love fashion, travelling and doing good in the world. They have built Ethical Stories Ethical Me with love, bringing you a collection of homeware and accessories that not only share a positive story but also are at the forefront of current fashion trends.
Through their travels they have been able to experience the amazing materials, colours and skills that so many countries have to offer. Unfortunately for so long the skills of these talented artisans have been inaccessible to the international community. However, these #Girlbosses are changing that! Ethical Stories Ethical Me is bringing you unique and beautiful products, and letting you learn the real talent behind your purchases…whilst they work hard to discover new, exciting products.
Here, they chat to us at House of Coco and tell us more…
When did you launch the brand and what was the reason behind it?
We launched in November 2016 having experienced frustration ourselves at the lack of fashionable and affordable ethical clothing and accessories in the UK
What’s your background?
Sameena: I was a dental student who was suppressing my creativity… I’m now fully unleashed and doing this full time (along with my blog, @theveganpea)
Shivani: I was a strategy consultant at Accenture
How many people are involved in the company and what are their roles?
Just us! We are still an entirely sister-run business, from sourcing products internationally to building flat pack furniture for our pop-up!
If you could start over with the business, would you do anything differently?
Shivani: I would beg the gentleman who owns esem.com to let us buy his domain (if you’re reading this Sir, please contact us!)
Sameena: I would have started advertising pre-launch on all platforms
What is the hardest challenge you have faced since you started the company?
Inventory management – neither of us had a background in retail before this, so we learnt the hard way!
Tell us one fact about you that people wouldn’t know?
Sameena: I love photography
Shivani: I love to bake (and then eat it all!)
2017 is here, where do you plan on taking the brand?
Having successfully hosted our first pop-up in 2017, we look forward to launching at least one more pop-up before 2017 is over. We also want to expand our collection, making an impact to more artisans in more countries.
To date, what has been the highlight since launching?
Sameena: The first day of our pop-up on Bird Street, London which is on the world’s first ‘smart street’.
Shivani: Our first sale (not from our Mum!)
Which city do you feel most at home in, London, Paris or New York?
London… we are true London girls
Three beauty products you can’t leave the house without?
Our Sister & Co organic lip balm, Liz Earle hand-cream and a travel-sized perfume to fit in our handbags!
A visual extension of your personality. We love travelling, and making a positive impact, so our style always has a story and a journey.
Best thing about London to you?
Shivani: There’s always somewhere new and delicious for me to eat and drink
Sameena: The diversity that the city has to offer
If you had to, what piece of clothing from your wardrobe would you wear everyday?
Shivani: At the moment, I’m obsessed with my PeopleTree navy mac!
Sameena: I like to mix up my clothing but I never take off my healing stones…i wear them around my neck and on my wrist all the time.
Favourite love song?
Sameena: Mario – Let Me Love You
Shivani: Luther Vandross and Mariah Carey – Endless Love
Best place for a coffee?
Shivani: Brooklyn on Commercial Street in Shoreditch
Sameena: Sourced Market… they do the best oat milk coffee
Most memorable piece of advice given to you?
Sameena: To not listen to the negative opinions of others
Shivani: Surround yourself with positive vibes and inspirational people
Shivani: Cookies and biscuits – I never leave a pack unfinished
Sameena: Eating chocolate or popcorn in bed (or both!)
If you could spent 24 hours in anywhere in the world, where would it be?
Sameena: Bali…I feel like I left a piece of myself there
Shivani: Maldives, it’s my happy place
In future, how do you plan on expanding the company?
Host more pop-ups, and develop our own ESEM product range (which we are in the process of doing)
Find out more…
All of our products are available on our website, www.ethicalstoriesethicalme.com
We are on Facebook and Instagram @ethicalstoriesethicalme