Your brand supports those who need eye care the most in Africa to receive treatment- why is this particular cause so close to your heart- what makes it resonate more so than others?
I’ ve been lucky enough to travel to Africa a number of times in the past and developed an affinity for the people, culture and sheer beauty of the countries I visited- you certainly feel very small in those vast expanses! So when I was dreaming up PALA I think I naturally gravitated towards a cause that would tie back to continent. I looked at charities that were working out there and when I learned of the work of Vision Aid Overseas were doing and understood the impact a pair of spectacles could have on a person’ s life I realised I had found my cause.
What has been the impact and response so far of the Pala ethos-both good and bad?
It has been really positive. I think transparency is an important part of this reaction and we are very clear on the website as to how we facilitate the‘ giving’ and how we are impacting lives. It’ s really important for us to connect with the consumer and keep them updated on progress.
How has the business world and communities in Africa responded?
We’ re still in start-up phase, so not quite making the waves in the African business community yet, but certainly in the local communities we are seeing a great response. We have just completed the creation of an eye-centre in Chinsali, Zambia, which we will continue to fund for a further three years, so very much a sustainable solution. Our unique cases made from recycled plastic waste in Ghana has really impacted the communities that make them. We pay significantly above the Fair-trade wage with the intention of really helping to progress livelihoods there.
How is it benefiting communities- what results or differences have been seen or reported?
With the spectacles we are providing one of the most effective poverty alleviating tools you can give someone. Whether that is through reading the blackboard, books or threading a needle to sew you are creating the potential for better income, whether that for children in the future or for adults right now by opening up more job opportunities. For the weavers they become more financially empowered. One girl I know of managed to buy school uniform and books for the very first time!
Can you be truly successful or a leader at a business that has a social cause at heart? How do you balance the two?
Yes, I think you can. In terms of success that depends on what you metric for success is. Creating change is the key metric for me, but clearly you still have to focus on creating a sustainable and profitable business for your investor. So it is down to achieving that right balance. I am fortunate to have a great investor who is happy to accept that with our cause-related approach and providing high quality sunglasses at a low pricepoint it might take a few years yet before PALA achieves a stable financial footing. This provides time for the PALA brand to establish itself and to tell the great stories that are being achieved. The more we grow the more we will create change, the more change we create the more consumers will be drawn to a brand that has something more to offer than simply a pair of sunglasses. You can then see how we a snow-balling effect could take hold.
How do you continue to ensure ethical standards are being maintained such as the workers being treated fairly and that funds are directly reaching those it aims to effectively?
Our sunglasses are made in China. The quality of production is very high and within the world of eyewear at least, the gap has very much narrowed on the more established manufacturing countries of France and Italy. It was very important however that our factory was ethically audited. In this case our factory has a regular SMETA( Sedex Members Ethical Trade Audit) carried out to ensure ethical standards are being maintained. For our cases it is a little different. We work with communities to create the cases through our collaboration with Ghanaian NGO‘ Care For Basket’. We pay for the recycled plastic, for it to be washed, cut and twisted into strands. The weavers take these materials and then go home where they can weave the case in their own time. Most weavers( as you can see from pictures on our website) tend to weave together outside with their friends and the rest of the community. Once completed they get paid for their case. We have a person on the ground in Bolgatanga( the region where the weavers are from) from Care For Basket who ensures the distribution of funds are paid directly and equitably.
How much importance do businesses or entrepreneurs place on this- are things evolving beyond the stereotype of the ruthless, cut throat business person?