In the first 15 weeks of the financial year from 1st April 2008, Shared Earth has seen its sales increase by up to 20% with an average of 7% across the UK in its Fair Trade retail shops.
This increase in sales is a result in a gradual improvement of Fair Trade awareness amongst UK consumers and the trend is set to continue. Shared Earth works with many developing countries to build sustainable relationships and support groups of individuals at the bottom of society.
“Last year our sales were up by 6% across the country and this continued trend shows that the sales of Fair Trade products are becoming more widely available and increasing in popularity. I believe that this because people do care about the products they buy and who makes them,” explains Jeremy Piercy, founder of Shared Earth.
Jeremy is well known in the industry for helping talented artisans create sustainable businesses to support communities in the developing world. He is currently finishing his first book which will be launched during Fair Trade Fortnight 2009. The book recalls his worldly journeys, and is the first book about fair trade by someone trading within the industry as opposed to an academic or campaigner.

Why Have Sales Increased? Despite a difficult retail climate in the UK in recent years, Shared Earth’s 7 shops operate successfully. Three of these shops have opened within the last 3 years with sales and profit substantially increasing. With average sales from a non branded Fair Trade shop being around £75,000 per annum, Jeremy’s Shared Earth shops generate an average of £300,000.

Jeremy explains why this may be “The retail environment that we create is professional, the ambience is carefully created to give the customer a feel good factor. Every sale from each product benefits our world-wide suppliers and we communicate this back to the customer. They buy from us because they know that their purchase makes a difference.”

Products are also reasonably priced, often even less than major high street retailers. Shared Earth is able to offer its products at a competitive price, make a good profit and still offer a good price to its suppliers.
The Shared Earth Magic Formula! Shared Earth starts at the design process to ensure that it creates ethically sustainable products that UK consumers want to buy. Products begin their creation with customer research in the UK undertaken by Shared Earth’s design team.
“Our commitment to new product development is a key factor to rising sales,” adds Jeremy. Knowledge of the UK market is later transferred to the artisans in developing countries. They produce products to Shared Earth’s specification using their specialist skills and materials specific to each country. This process ensures that sales are kept high and Shared Earth can provide year round orders to suppliers, which in turn support whole families and communities while considering the impact on the environment.
Online - As well as 7 shops within the UK, a selection of Shared Earth’s products can be found online at www.sharedearth.co.uk. The product ranges include unique jewellery, fashion accessories, wood, ceramics, paper, recycled products, soapstone, children’s toys and the range is continually expanding.

The future - Shared Earth launched the UK’s first Fair Trade franchise package late last year and they plan to expand the Shared Earth brand across the country. There are also plans for more head office owned retail outlets. With sales increasing steadily year on year, it will be interesting to watch the development of this company and the impact that it has on the world.

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