In the lead up to Mother’s Day, Youna Angevin-Castro speaks to mother of two, Peita Gardiman, whose concern for her own children and the future of the planet gave her the motivation to establish her own ethical business.

Starting a new business is never an easy task, which can be made even harder in the face of family responsibilities. Yet for entrepreneur and mother-of-two, Peita Gardiman, her children provided a compelling argument for making sure her business was a success.

Peita runs Ethikl, an online marketplace selling a range of ethically produced and sourced products. Launched in January 2010, the site grew out of Peita’s growing concern for her family’s health and wellbeing.

“The site effectively started through a concern for my children. Once you become a parent you become a lot more aware of the products you’re using on your children and around the house, and Ethikl fundamentally rose out of that,” Peita said.

Starting out simply conducting research for her own personal education, Peita was surprised to learn how many products were made under less than ideal circumstances.

“I’ve always tried to live quite mindfully, but once I started learning more about it, the more I realised how many harmful products that are out there, and how many products are made in sweat shops or under unethical practices. It certainly made me think a lot more about what I was buying.”

Discovering a gap in the market, Peita set about creating a business where people could buy products with the knowledge that they were produced in an ethical fashion. A self-confessed lover of markets, Peita felt that her business should possess the same sense of community, and the Ethikl Online Marketplace was born.

Ethikl operates much like a traditional market, albeit with a twist. It features over 500 sellers selling over 2000 products. The difference is that buyers can access these products from anywhere in the world via a click of their mouse.

Peita sources her products and sellers through a variety of means, and spends a significant amount of time conducting online research for new products and businesses that demonstrate a synergy with Ethikl’s values.

“I also physically go to a lot of markets to find people that make products that I feel would appeal to our target market, and encourage them to sign up as a registered seller on the site.”

All products must fall within a set of guidelines, and typically include organic, fairtrade, chemical-free, recycled and upcycled goods. Peita is also keen to promote smaller producers and artisans, deliberately avoiding the inclusion of large-scale producers, to maintain the market-feel of the site.

“It is really aimed at helping those people who are making small-batch products from home. A lot of our producers are people who grow their own raw materials on their farms, and then make their products at home, which they then sell on the site.

“Many of these smaller operators sell locally out of craft or farmers’ markets, and generally have very little web presence. When they join the Ethikl marketplace, they’re able to broaden their audience without spending heaps of money setting up their own website.”

Zebra made from recycled thongs. $52

The success of Ethikl since its launch 18 months ago has been overwhelming at times for Peita, particularly as she manages the business in tandem with her job as a stay-at-home-mum. But with support from friends and family, she is excited by the challenges, and relishes the opportunity to grow her passion for ethical living, and create a community of like-minded people.

“There is a real community feel to Ethikl, and that’s something I really want to encourage and grow. The site is about more than just promoting ethical products, I also want it to promote ethical ways of doing business.”

In a world often defined by excessive consumerism, Peita insists that Ethikl is not about encouraging people to buy things that they don’t need. Rather the site promotes mindful consumption, underpinned by an understanding of how products are made, and where they are likely to end up.

“A lot of people will go to their local shopping centre and just buy what’s on the shelves without giving it a second thought. What I would like to achieve with Ethikl is to create an online community where people can share stories, and develop a greater awareness about how their purchases impact the world around them,” Peita said.

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For a great range of Mother’s Day gifts, visit www.ethikl.com.au

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EthicalLiving.com.au

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