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Britain’s Carry Somers: Bringing Fair Trade Fashion from Ecuador to the World

International Business:

 

After reading Anita Roddick’s autobiography in 1992, Britain’s Carry Somers decided that, if one woman could have such a positive impact on the beauty industry, nothing could stop her from doing the same for the fashion industry.

This decision was made because, after completing an M.A. in Native American Studies, Carry visited Ecuador where she was shocked by the inequitable business structures. Carry decided to fund two co-operatives which enabled the bulk purchase of raw materials and, without any design training or history, she and her new colleagues produced a series of knitwear patterns and launched a group of contemporary fashion products and accessories which sold out in six weeks. Carry chose to forego earning her Ph.D. and instead to concentrate on developing Pachacuti, a business built on the foundation of fair trade.

Six months into her new venture while living in Ecuador, Carry was robbed at gun point. The money for the next collection was gone. Remembering her commitment, she persevered by living in a van to save money. And then there were the death threats. She overcame them, too…

With annual revenues of $250,000, Pachacuti grew through fashion shows, trade fairs and word of mouth and now is featured in 300 retail outlets around the world including a pop-up shop in the Liberty of London store every summer. The products are produced by 1,200 artisans, mainly women, working within 15 producer groups. Unlike most businesses in that Ecuador, Pachacuti provides its workers with a pension plan and educational support for their children as well as some medical assistance. Together they have built a new grocery store and supported a chapter of Alcoholics Anonymous.

Another first was achieved when Pachacuti became the first Fair Trade company to receive the new World Fair Trade Organization certification process for the Sustainable Fair Trade Management System. All of their products and processes carry this designation.

Even becoming a mother was an adventure. Carry was shipwrecked on an island off the coast of Belize. Although only seven months pregnant, contractions began. However, Sienna waited to be born until her mother arrived back in England. Carry fashioned a hammock beneath the racks of cloths and took Sienna to work when she was just 12 days old – soon she, too, was an international traveler. One year later, Carry became a single mother.

For many years, 70 hour workweeks were the norm but these days Carry and her daughter combine business and pleasure by arranging a photo shoot in Kenya or France and integrating it with horseback riding sessions. There’s also time to collect awards such as Inspirational Business Mum 2010 which she received last fall.

“I saw the recession as an opportunity to define our brand and carve out a niche for Pachacuti,” says Carry. “We carried out a brand refresh with a new logo and fresh look, launched our new website for both retail and trade customers and most importantly, consolidated our product range around hats and travel accessories.”

Good luck, Carry! 

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Photocaptions:
Carry Somers and an Ecudorian producer of their famous Panama Hat.

 

Sienna Somers models Pachacuti’s organic Panama Hat.

 

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