Beulah London

Natasha and Lavinia are the designers and founders of Beulah London; training at Chelsea College of Art and Design, they have now created their first Spring/Summer 2011 collection. Having studied History of Art at Durham and Oxford Brookes respectively, Lavinia went on to gain experience in PR at Purple and Quintessentially. Natasha, meanwhile spent some time working at Sotheby’s, the art auction house, followed by social projects at Holy Trinity Brompton.

The name Beulah stands for the transition from a place of desolation to a place of freedom and restoration. It symbolically embodies the corporate philosophy behind the brand, which is to provide an alternative livelihood and new life to victims who have been rescued from sex trafficking.

The brand has a distinctive ethos behind it, which is to provide a meaningful fashion label that bridges the gap between high-end fashion and style, and ethical sourcing of products.

The luxury brand is comprised of elegant timeless pieces, which are easy to throw on, retaining a sense of ease and sophistication. Beulah’s bold prints, electric colours and flattering cuts distinguish it from the crowd, with its vibrant palette taking its inspiration from the energy of India.

The first collection, Amazing Grace, launching in Spring/Summer 2011, comprises of sweeping gowns, premium silks, plunging necklines, and billowing sleeves in maxi and cocktail styles. Mixed within the collection are bold, distinctive butterfly prints, signifying women coming into a place of authentic freedom.

The Story…

In October 2009 the two of us set off on a journey to India that has changed our lives forever.

With a passion to help children who had been trafficked into the sex trade, we spent two months living in Lado Sarai, one of the southern slums of Delhi, working in an aftercare home that supports women who have come out of sex trafficking and abusive situations. We spent our time in a production unit nearby which helped look after and train these young girls, as well as those living locally in absolute poverty. The aim was to give the girls the skills and tools to enable them to become financially independent and allow them to permanently escape from their previous lives. These skills would also allow the girls provide for their families and give hope to future generations.

During our time in Delhi, we visited a number of aftercare homes through the International Justice Mission [IJM], a human rights agency. IJM provides counseling therapy and support to severely traumatised trafficked young girls with the aim of helping to emotionally heal them. One of the homes we visited was St. Catherine’s aftercare home where we spent the day with the girls, and witnessed first hand the horror and destruction that had been brought upon the lives of such young children by traffickers.

Through Oasis India, based in the slums of Mumbai, we then visited an aftercare home for girls called Nirmal Bhavan. This home cares for individuals previously trapped in sexual exploitation and situations of human trafficking and equip them with new skills so that they can escape from their life of abuse.

Through experiencing directly the harrowing effects of human trafficking and the devastation it had brought upon the lives of so many women and children, we were motivated to take action. With the aim of making a long-term difference to the lives of these victims, Beulah London was born.

Corporate Social Responsibility Goal

Facts

Official figures show that in India there is an estimated 3 million prostitutes, 1.2 million of which are children. Of the 200 girls and women who enter prostitution each day, 80% of them enter against their will and 35% are under the age of 18. Women and children trapped in the sex trade are caught in a vicious cycle of poverty, illiteracy and disease that is seemingly inescapable.

Beulah London is part of a growing trend towards Social Capitalism and the creation of products and brands that not only deliver exceptional consumer experience and quality, but also aim to bring about genuine, positive change in the world.

Our vision is to glamorize ethical fashion, and take a stand against mass-produced chain-store clothes in favour of ethical fashion that is made on a small scale in some of the world’s poorest communities.

The production of all of our clothes takes place in a small cottage industry in Kolkata, creating employment in the area. We will be using local skills (from silk looms, to screen printing), which will be closely monitored on every level.

With a heart to save women from the sex trade, as well as standing against child labour and advocating for fair treatment of workers, 10% of the company’s profits will be given each year directly to community-based projects in India that deal with, and try to solve issues surrounding the trafficking of women and children.

Beulah supports a project that employs around 150 women in Kolkata, previously caught up in trafficking, who will play a part in the production of our garments, specifically, the embroidery around the waist of each garment and the canvas bags which each piece is sold with. Our long term aim is to train these girls up with sufficient skills, so that one day they can be involved in the whole production process alongside local community members.

Although India is where our compassion for trafficked victims stemmed from, we also recognize the need for action to be taken here in the UK, which is considered a major destination worldwide for trafficked women. Home Office research into organized crime markets estimated that at any one time in 2003 there were up to 4,000 victims of trafficking for sexual exploitation in the UK. The age of these victims varies widely, but most are between 18 and 24, with the police rescuing a number of children. 

To ensure that we are raising awareness about the issues surrounding trafficking both in India and the UK, we will work alongside, and hold regular cross-promotional events with specific charities working within the field.

Equal to Beulah London’s charitable heart is its desire to produce exceptional quality garments, without compromising on any level. The brand stands for meaningful fashion, bridging the gap between style and ethics.

 www.beulahlondon.com