Behind the brand is a complete ethos that’s as much about people as it is about products. For me, it’s the fulfilment of a lifelong dream.
The idea behind ella georgia is simple: we want to make a difference to people’s lives. We believe that trade, more so than aid, can make the biggest contribution to alleviating poverty. And this is particularly true in the 3rd world countries that provide many of the raw materials, and artisan skills, for the jewellery industry.
Yet, historically, the ‘trade’ has been tarnished with exploitation, of both indigenous peoples and the environment. With ella georgia, our aim is to try and ensure that every component in every piece has been sourced to the highest ethical standards, and hence provides very real and tangible benefits for the producer.
“ella georgia is more about hip than hippy, more about individuality and originality than slavishly following trends.”