Wednesday, 8 May 2013

Beulah London Trust launches

I've written about Beulah many a time on here, as it's such an inspiring example of a company that measures its own success on a positive contribution to the world as much as sales. Created by two women, for women, it offers sleek and stylish clothing as a vehicle to help empower women.

‘Beulah’ is a Biblical word, taken from Isaiah 62 v.4, referring to a new land of ‘peace’. Beulah traces its origins back to 2009, when founders Natasha and Lavinia had an opportunity to work in Atulya, an aftercare home in the Delhi slums. Having witnessed the harrowing effects of human trafficking and the sex trade, they felt compelled to do something about it. From this was born an idea of launching a humanitarian fashion label with a transparent supply chain, focused on romantic, timeless and effortless elegance.

The term 'Beulah' itself is symbolic of the company’s philosophy, representing the journey of each woman romanced out of darkness and despair, into a new life of hope, restoration, and peace. ‘Romance’ is the inspiration behind each design, and ‘love’ one of the core values of the brand.

As the next step on the road to help others find peace, Beulah has since founded The Beulah Trust to put their humanitarian mission into action. Partially funded by a percentage of Beulah London’s accessory sales, the Trust gives grants that pay for skill courses – giving women who have been victims of sex trafficking the chance to find work, generate an income, and live a self-sufficient life, free from abuse.

Not only are the marginalized women benefiting from the Beulah London Trust, they are also part of the supply chain. The Beulah butterfly logo tells the wearer that the product has either been made with the help of women who have been trafficked, or been produced specifically to raise awareness or funds for its victims.

This year, ‘Beulah’ will also be partnering and collaborating with prominent British brands to raise further awareness of trafficking. Beulah’s brand awareness and the values it stands for are set to benefit from such collaborations.

In the meantime, shop SS13 here 


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