GLASS talks to Jennifer Gootman, the Director of Social Consciousness and Innovation of modern décor retailer West Elm a leading ethical and sustainable furniture and homeware retailer to learn which homeware products will leave an indelibly positive mark on the world, and why.
Jennifer Gootman, Director of Social Consciousness and Innovation at modern décor retailer West Elm
Why do you think it’s so important for brands to seriously consider making a positive impact on the world in this day and age?
We all want to live in a world that is improving, where there are opportunities and rights for people and I think gone are the days where business and societal responsibilities are separate. They’ve become equally integrated and we can be forces for change. Who wouldn’t want to work for a company that believes in that, and who wouldn’t want to purchase from a company that believes in that?
Viento Dark Steel and Reclaimed Wood Dining Table by ABC Home
In 2013, West Elm made a Clinton Global Initiative Commitment to Action. Could you tell us about what this involved?
Three years ago we made a formal announcement that through the Clinton Global Initiative we would increase our sourcing of handcrafted products. We now work with twenty artisan groups in 15 countries around the world, and when I talk about it sounds like a large public statement but the work behind it had really been going on for years at the company, developing organically.
When the current president, Jim Brett, joined in 2010, he saw the opportunity to turn West Elm from a furniture store into a lifestyle brand and so our design team started collaborating more with artisan groups as a way to bring real soul into the brand, and we’ve been expanding on that ever since.
Calypso Recycled Multi Coloured Shuggy Rug by Hammer and Thread at Upcycle Studio
The following year you then became the first home goods retailer in the world to offer Fairtrade Certified rugs. What was the importance of this for West Elm?
Through the Clinton Initiative we saw the impact that could be made on communities around the world and it really inspired us to think more about how we could take it to the next level. About 20 per cent of our assortment is handcrafted as are the artisan pieces but the partnership with Fairtrade USA really allows us to look at a broader spectrum and level out the products that are made in factories.
We were really one of the first brands specialising in homeware to join Fairtrade and, again, it really was all about impact and supply chain transparency and being able to communicate to our customers the high standards that we have. Thus being in the Fairtrade programme has allowed us to improve the lives of the workers making our products. Being able to do that simultaneously through the way that we do business is such an invaluable opportunity.
Souk Wool Rug by West Elm, handcrafted in India by craftmark-certified artisans
from 100 per cent high pile New Zealand wool
Through your global welfare initiatives West Elm has benefitted countless numbers of family groups and artisan workers who are mostly disconnected from more highbrow lifestyle industries. What have you learnt most from this?
What I love about West Elm’s approach, and what has taught me most, is ultimately the power of a lot of people working together towards a common end. It really is about communication and listening and I think that even in the developing world a lot of things can be top-down, so what we’re really trying to do is go to the communities where these people work and establish a dialogue. By doing this we can find out what they are in need of, and what they are striving for. So it’s all about listening and then together figuring out and creating a plan that really achieves something for them.
Potter’s Workshop Dinnerware Collection by West Elm created in Cape Town, South Africa by a
collective of home-grown artists known for their bead-like patterns
What value do you think the consumer gains when they know a product has been sourced, produced and marketed with a social conscience and responsibility in mind?
The reason we commit ourselves to the initiatives we undertake is because we believe they’re the right thing to do in order to share information with our customers. Doing this, beyond producing great designs, is part of our responsibility as a brand to help customers understand all the stages of production and bring that visibility to them. This should be the standard way of doing business. I think it’s safe to say there is a growing base of consumers who are becoming more and more interested in the social impact of their products and where the products come from. The more retailers like West Elm who can join in this, the more customer visibility and demand there will be too.
by Livia Feltham
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