Gifts Today, February 2009
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Jeremy Piercy founded Shared Earth in 1986 when he opened his first shop in the centre of York. He later introduced Shared Earth’s own brand of fair trade gifts which were sold in the shop and also to wholesale customers.
Shared Earth is now the largest wholesaler and retailer of non-food fair trade products in the UK and has eight shops (York, Leeds, Manchester, Birmingham, Cardiff, Liverpool, Stratford and Bristol) as well as on online shop and is a member of IFAT (International Fair Trade Association) and BAFTS (British Association for Fair Trade Shops). Shared Earth is passionately committed to fair trade principles and buys from 40 producers in 15 countries, the majority being fellow members of IFAT.
Shared Earth has recently launched a franchise opportunity for new or existing retailers to get involved. Next month Jeremy launches a book about how his business began, what it is like to be a fair trade buyer and where fair trade is going.
In this monthly feature, Jeremy will be imparting his views about retailing and revealing some of his secrets to success that you can benefit from.
Q. How do you choose fair trade gifts to stock and how do you know they actually are fairly traded as well as environmentally friendly?
Fair trade and environmental issues are closely interlinked and it’s a good idea to see what organisations, institutions or agencies a wholesaler belongs to. If you buy from an importer improved by BAFTS you can’t go far wrong.
I always try to visit overseas suppliers myself to ensure that our products are being made ethically in fair working conditions. While it is not always feasible to do so, I recommend that you know the origins of the products and make a few calls to make sure everything checks out.
Many wholesalers have an environmental policy, often published on their website. Have a look through this as it will give details of their company standards and code of practice and you can see if this matches with what you are looking for. Above all, do you trust them? If you think they’re just trying to “greenwash” their business with a few ethical statements or products here or there, be careful.
Environmentally friendly and recycled gifts are becoming increasingly popular amongst consumers as they want to know that the products they buy have been sourced and made ethically. They simply want to feel good about their purchase. Many experts are forecasting that recycled products will be a big trend this year. Add them to your existing stock and see how well they are received.
Price is important in a time of recession, but it’s not everything. Do you believe in your products? Are you proud of your business? With fair trade and recycled in your shop you can be even more proud. You will be following a customer trend and helping create a better world too.
Jeremy Piercy pictured with the Civic Party
Leeds Manager Debbie Fletcher with Jeremy Piercy on the first of his book signing events on February 19th in York
