Beulah London: THE PERFECT UNION BETWEEN THE LOVE FOR FASHION AND SOCIAL ENGAGEMENT

Transcription

1 CASE STUDIES ON BUSINESS & HUMAN TRAFFICKING Beulah London: THE PERFECT UNION BETWEEN THE LOVE FOR FASHION AND SOCIAL ENGAGEMENT The End Human Trafficking Now Global Compact case studies on Business & Human Trafficking explore the practical application of EHTN s Athens Ethical Principles and the Global Compact s human rights principles using concrete examples of company experiences. The studies offer detailed examples of how businesses in different industries are attempting to implement policies which promote corporate social responsibility and curb human trafficking.

2 THE PERFECT UNION BETWEEN THE LOVE FOR FASHION AND SOCIAL ENGAGEMENT by Francesca Cocozza 1 Human rights issues addressed Security and freedom Social investment and community development Right to education Sphere of influence Women s rights Human rights management practices discussed Getting started Policy Processes and procedures Communications Human rights standards, tools and initiatives mentioned (beyond the UN Global Compact) Athens Ethical Principles ILO Recommendations International Covenant on Economic, Social and Cultural Rights Millennium Development Goals Universal Declaration of Human Rights 1 Francesca Cocozza is a Graduate in LL.M. at Geneva Academy of International Humanitarian Law and Human Rights (Geneva, Switzerland). Peer review was provided by: Sasha Radovich, Business for Social Responsibility; Claudia Arthur-Flatz, UNODC and Brenda Schultz, Carlson Companies. Guidance and editorial assistance were provided by End Human Trafficking Now: Ivana Machonova Schellongova, Rasha Hammad and Carina Arkless. CASE STUDY: BEULAH LONDON 2

3 TABLE OF CONTENTS Abstract 4 Company Profile 5 Case Analysis 5 Supporting the Protection of Human Rights as a Starting Point 6 Beulah London s Approach to Human Rights: An Innovative Implementation 7 Approach 7 Difficulties and Challenges Faced During the Implementation of the Business Model 8 Partnerships 9 Outcomes, Impacts and Future Prospects 11 Conclusion 13 CASE STUDY: BEULAH LONDON 3

4 ABSTRACT Beulah London is a very unique luxury fashion brand. The passion for style and the deep desire to help women victims of sex trafficking in India constitute the raison d être of the company. Beulah London was born from a personal experience lived by the two founders and directors of the company, Lavinia Brennan and Natasha Rufus Isaacs. The innovative approach of Beulah London towards human rights may serve as an interesting starting point for the development of fair trade within the fashion industry and as an example for other companies to begin a new trend. The purpose of the initiative is to provide an alternative life for Indian women subjected to the sex trade due to the level of poverty and scarcity of job opportunities in the areas where they live. The approach adopted by Beulah London is the expression of the first principle of the UN Global Compact Principles 2 on which the basis, the support and respect of human rights, shall be a fundamental goal of businesses. It addresses human rights that are directly affected by sex trafficking, such as the right to freedom, as well as rights undermined indirectly, such as the right to work and the right to education. Beulah London developed a business inspired by a commitment towards the protection of fundamental rights and values. Beulah s business model is twofold: To produce profit for the company as a standard economic advantage, through the production and sales of garments and bags; and to contribute the fulfillment of women s rights and prevention of their abuses, by training and providing women victims of sex trafficking, with job opportunities. This case study analyzes the main elements contributing to the creation of Beulah London. It describes the implementation of the business model adopted and illustrates the impacts, outcomes and future potential developments of the approach. Given that Beulah London is an emerging company, the company has just started the process of adhering to standards, principles or initiatives officially proclaimed and undertaken by UN agencies or other international organizations 3. In 2010, Beulah London signed on to the Athens Ethical Principles 4 as a commitment to a zero-tolerance policy towards human trafficking. Moreover, Beulah London acts by following a philosophy of ethical business as the leit motiv of its business policy and practices, striving to comply with principles stipulated in human rights conventions, declarations and documents 5. 2 Businesses should support and respect the protection of internationally proclaimed human rights, Principle 1, UN Global Compact Principles. 3 Beyond the UN Global Compact Principles, other institutions and international organizations, operating in several fields, developed human rights standards, tools and initiatives to which some companies and private institutions adhered. Some of them are the Business Leaders Initiative on Human Rights, the Global Reporting Initiative, the Organization for Economic Cooperation and Development Guidelines and many others. 4 Athens Ethical Principles EHTN 2006 at End Human Trafficking Now s website: 5 Universal Declaration of Human Rights (1948), International Covenant on Economic, Social and Cultural Rights (1966), International Covenant on Civil and Political Rights (1966), ILO Standards, Millennium Development Goals, target 1B. CASE STUDY: BEULAH LONDON 4

5 COMPANY PROFILE Beulah London Ltd is a UK fashion brand involved in the production of garments and bags. It presents itself not merely as a fashion company but a brand with a difference and, most importantly, a conscience. As a combination of a love for fashion and a heart for social justice, it aims to provide employment to victims of sex trafficking by involving them in part of the production of garments. The company is part of a growing trend towards social impact ventures and the creation of products and brands which not only deliver the consumer exceptional experience and quality, but also contribute to a positive change in the world. Beulah is a biblical word that refers to a situation of transition from a place of isolation and darkness to a place of freedom and light. It symbolizes a core part of the corporate philosophy that is to provide an alternative and sustainable livelihood to women victims of trafficking. Since the heart of the Beulah London business is to help women trafficked for sexual exploitation by providing them with a job opportunity and through that, a new chance of life, the founders chose this particular name to show and highlight this purpose and the uniqueness of the company. The company started off by producing the main part of its collection in the UK but costs were too high. Lavinia and Natasha therefore decided to move the production to Poland where they were offered slightly more competitive pricing, and good factory and worker conditions. The persons who work for Beulah London are women in their 20s and plus, who came out of the sex trade. So far, they produce only the simpler pieces within the collections, such as kaftans, chiffon T-shirts, chiffon scarves and canvas bags. The reason for this is that since the average age of trafficked girls is 13, they has been through much trauma and missed out on a large part of their childhood, and it takes them a long time to develop the skill levels required to produce other pieces with the quality needed for a luxury brand, such as dresses. Nevertheless, Lavinia and Natasha are helping to train and mentor young women so that they can eventually be involved in the production of the main line collection. Their vision is to start with a few women and teach them how to sew and embroider. In this way, Lavinia and Natasha s idea would be to have a little motif on every piece embroidered by the women, such as their initials, so that the customers can go on to Beulah London s official website, search for the women s names, read their personal story, and hopefully be moved to take action. Beulah London is a young brand. The company, officially registered with Company s House in September 2010, is headquartered in London. The legal and administrative office is located in Holborn. However, there is another office and a showroom in Fulham where Lavinia and Natasha work on a daily basis. The first collection was previewed at the Shock&Awe Fashion Show held at the prestigious Home House in London in aid of the Mark Evision Foundation that promotes the personal, mental and physical development of young people, particularly those with less opportunity. In January 2011, the brand was launched in retail outlets throughout the UK as well as internationally, with its inaugural Spring/Summer 2011 collection available in Katie & Jo, the Courtyard, Feather&Stitch, Rous Iland and Katherine Bird. The Autumn/Winter 2012 collection is being stocked in six boutiques, one department store in London, and in Harvey Nichols (Manchester), Edinburgh, Bristol and Knightsbridge. CASE STUDY: BEULAH LONDON 5

6 Despite the high retail prices which start from 160 and go up to 680, Beulah London had a satisfactory turnover of around 14,000 during the first year of retail (January 2011-January 2012). Such unexpected results were a strong incentive for Lavinia and Natasha to continue and develop the business model they started. Among the Beulah products, the bags have sold very well as they are accessible to a wider audience and are also a way to buy into the brand. Lavinia and Natasha play a key role within the company. They are the decision makers and in principle, given the emerging nature of the company, both of them share the most important duties. Beulah London s commitment to social business was acknowledged by the United Nations and End Human Trafficking Now (EHTN) in December 2010, and the company s directors received a special distinction for their efforts in combating human trafficking and the exploitation of women 6. Beulah London has all the elements to take off in the business world through its ethos of bridging the gap between high-end fashion and style, and the ethical sourcing of products. CASE ANALYSIS Supporting the Protection of Human Rights as Starting Point Beulah London was born as an idea after Lavinia and Natasha, two friends who had the same interests and spirit to visit India, spent a couple of months in the southern slums of Lado Sarai, Delhi, in They worked with an aftercare home called Atulya, literally meaning woman without price, immeasurable, unique. They helped to look after girls who had come out of the sex trade or who were living in absolute poverty, by spending part of the day with them. The main aim was to provide these young girls with a place of refuge and to give them the skills and tools to enable them to become 6 Business Leader s Award to Fight Human Trafficking, Luxor, Egypt, December CASE STUDY: BEULAH LONDON 6

7 financially independent. During the time spent in Delhi, they visited several aftercare homes through the International Justice Mission, including Nirmal Bhavan, an aftercare home which provides support to individuals trapped in sexual exploitation and situations of human trafficking. The harrowing effects of human trafficking and the devastation to the lives of so many women motivated Lavinia and Natasha to take action in order to make a difference in their lives by providing them with an alternative and a sustainable livelihood. Since both Lavinia and Natasha love fashion, it seemed a natural step to translate their idea into something real. And thus Beulah London was born. During the development of the idea, Lavinia and Natasha partnered with Freeset 7 a fair trade business in Kolkata (East India) helping women to escape from the sex trade or forced prostitution, by offering them employment in a production unit of jute bags and cotton T-shirts. About 170 women were trained and employed in Freeset and were paid above the minimum wage. There has since been an increase of women employed there. The profits benefit women in terms of salary, health insurance and a retirement plan. In other words, employment provides these women with freedom and choice. They can take advantage from this job opportunity to have the chance of a new life and finally enjoy their rights. In fact, the transformation in their lives is clearly apparent: they can count on financial security and feel economically independent, and their dignity as humans and as women is restored. Since every woman who finds freedom and hope through Freeset brings freedom to her family, this initiative does not only contribute to a positive transformation of individual lives but also to that of the wider community. The freedom is well symbolized by Beulah London s logo represented by a butterfly where the two wings form the letter B of Beulah. The concept of Beulah London was inspired by the approach developed by Freeset. The core aspect of this innovative business is its humanitarian objective. It attempts to find a compromise between the importance of profits and economic advantages of the company, and the respect and promotion of human rights. Beulah London contributes to the employment of women and to the reduction of high poverty that may be one of the key factors of women s vulnerability to human rights abuses, such as human trafficking. Nevertheless, the social business and the ethical brand aspects are not the only purpose of the company. Beulah London also has a style and elegance that makes its consumers feel beautiful inside and out when wearing the Beulah London s products. BEULAH LONDON S APPROACH TO HUMAN RIGHTS: AN INNOVATIVE IMPLEMENTATION Approach Beulah London s social responsibility, focusing on anti-trafficking, has two fundamental aims: 1. Contributing to the creation of a human rights culture and promoting the respect of human rights, especially women s right to freedom and dignity, by providing job opportunities (initially in the district of Delhi and today, in the UK as well). 2. Creating public awareness for existing situations of human trafficking by sensitizing the consumers and the whole community, who are not directly affected as victims, to support this initiative. 7 For more information see the following website CASE STUDY: BEULAH LONDON 7

8 Beulah London adhered to the Athens Ethical Principles in The practice of the company shows consistent compliance with the Principles. In particular, it follows the first principle whereby the business community members, applying the ethical principles, explicitly demonstrate the position of zero tolerance towards trafficking in human beings, especially women and children for sexual exploitation. By implementing the ethical business policy, Beulah London also puts in practice the second principle, namely the commitment to contribute to the prevention of trafficking in human beings including awareness-raising campaigns and education. Moreover, Beulah London encourages business partners, including suppliers, to apply ethical principles against human trafficking as provided in the fifth principle. Difficulties and Challenges Faced During the Implementation of the Business Model Lavinia and Natasha decided to invest in the luxury fashion market, so it was fundamental to provide products that were well made and of high quality. The initial idea to develop the business plan was to employ victims of sex trafficking in the production of shoes. It was tested in Delhi and proved too difficult to carry on. Another handmade object for production was therefore considered; something that the women were already skilled at. Involving women in the production of clothing would have been more feasible given the sewing skills that they already had and were improving at Freeset. Moreover, India is also renowned for its garment manufacturing. However, the involvement of women in the production of clothes also revealed some difficulties. As the average age of girls being trafficked was 13, they had lost the most important part of their lives which is normally spent on learning basic tasks. In fact, at the age of 20, using a pair of scissors proved difficult for many women. The decision was therefore made to begin with the production of canvas bags, in order to branch out into other products at a later stage. Lavinia and Natasha found it quite difficult to work in India, even for the production of the garments. They were faced with different mindsets and points of view which they needed to respect. Communication was also very difficult and they realized that there was no sense of urgency there. The most difficult challenge was to find a proper project which took into account the cultural differences and met the life and work approach of the native people. With regard to this aspect, Freeset demonstrated original thought and in doing so, became the perfect company with whom to partner. The main challenge was to convince all the persons employed that a new life was possible. Initially, women were partly employed in the production of clothing and fully in the fabrication of canvas bags, with their signature inside each bag to make them personal and exclusive pieces. 1 per bag sold is given to the UK anti-trafficking charity Stop the Traffick. A proportion of the company s profits are given each year directly to community-based projects in India and the UK that seek to find solutions surrounding the trafficking of women and children. The humanitarian and social essence of Beulah London subsequently does not only rely on the implementation of the production process which employs victims of the sex trade, but also on a system of donation of a portion of the profits. Lavinia and Natasha intend to get women employed in part of the production of each dress and to think about a trademark for the brand that represents the humanitarian mission of the company. The implementation of this innovative business model has to be assessed not only with regard to the benefits brought to the victims of sex trafficking, but also with regard to sales and its social impact on customers. 8 Athens Ethical Principles EHTN 2006 at End Human Trafficking Now website: Beulah London is the 24 th company mentioned in the list of signatories CASE STUDY: BEULAH LONDON 8

9 The Autumn/Winter 2012 collection explains the philosophy of Beulah London on each swing tag on the dresses. It is very important for Beulah London to be transparent and to let customers know about the mission of the company in order to raise awareness about trafficking and on the possibility of providing an alternative and a sustainable livelihood for the victims. In this aspect, the press plays an important role and is an easy and valid means to know about Beulah s existence. When the brand was first launched, the press contributed to highlighting the humanitarian goal of the company that consequently received a lot of support and encouragement. Customers can also know about the origin of the pieces and the ethical business through the bags which are sold separately or included alongside each garment purchase as a gift. On the inside of each Beulah bag, the women have printed their signatures. Moreover, the bags are also featured on the website, and next to the image, there is a description about the origin and manufacture of the product. The result is a brand where customers buy Beulah London s clothes because they feel and look good in them, with the added advantage that they can feel good about themselves by contributing, in a small but crucial way, to the fight against human trafficking. The purchase of a Beulah London dress or bag therefore creates a sense of solidarity, personal satisfaction, emotional well-being, and plays a role in social and human development. Achieving the aim of Beulah London largely depends on the appreciation of ethical business by consumers as well as on the good quality and style of the products. With the increased awareness of Fair Trade goods, consumers are more informed about the origin of products, including clothes on the market. By comparing such products with others generally available in the market, people realize that many of them are produced at very low production costs, which may involve labor exploitation. Many customers are interested in Beulah London once they find out the ethos of the brand; and Lavinia and Natasha believe that telling the stories of survivors of human trafficking builds awareness while raising the humanitarian spirit of collaboration and support. Within ethical business, the relation between the percentage of sales and the acknowledgment of buyers about the origin of the product is very important in order to evaluate how the philosophy of social trade influences decision-making related to purchases. Beulah London does not yet have statistical information to illustrate this correlation. However, the majority of the sales of bags is linked to the acknowledgment of buyers about the origin of the product. Such a fact demonstrates the positive impact of the Beulah London ethos on the public and is an incentive to continue the implementation of the initiative. Partnerships Partnerships are crucial as tools to carry on and support the business model as well as to expand it in the widest way possible. Beulah London still cooperates with Freeset and partners with several organizations involved in the promotion of respect for human rights, by holding promotional events to bring the issue of human trafficking to light. Namely, it links up with Dalit Freedom Network 9, a nongovernmental organization promoting rescue, rehabilitation and reintegration projects in support of the fight against human trafficking, child labor and slavery in India. Beulah London collaborates with Sports against Trafficking 10, an organization that contributes to the rehabilitation and reintegration of victims of trafficking back into society through the power of sports and political lobbying. It hopes to set strong 9 See 10 Information and details on the following website CASE STUDY: BEULAH LONDON 9

10 links with Legatum Institute 11, an independent organization that provides solutions to social and developmental problems and programs supporting human dignity, liberty and global prosperity. A recent valid partnership is the one with Open Hand which employs women who have been trafficked, with HIV or widowed employed in the production of Beulah London silk T-shirts, kaftans and chiffon scarves. In addition, Beulah London will work alongside the All Party Parliamentary Group 12 (APPG) in raising awareness of the scale and effects of human trafficking in the UK and EU. The APPG is a group in the English Parliament composed of politicians from all political parties. It provides a platform to campaign groups, charities and other nongovernmental organizations active in social fields, to influence politicians. The aim is to discuss particular issues of concern that may include human trafficking in particular solutions to reduce demand and improve welfare provisions for victims. Finally, Beulah London seeks support from other organizations such as the Confederation of Indian Industry, 13 which has a proactive role in India s development process by working closely with the government, enhancing efficiency and competitiveness, and expanding business opportunities for industries. Among the ways to carry out their business, Lavinia and Natasha recognize the importance of celebrities and the media in addressing the demand for trafficking. As the press and web demonstrate, they have involved high-profile people, including many celebrities in both the UK and India, to become ambassadors and to speak out on the issues that Beulah London is trying to address 14. The efforts and social dedication of Beulah London have already received recognition. In fact, the company was awarded a special commendation by the United Nations in December 2010 for its efforts to combat human trafficking. It was nominated by the Institute of Directors as one of the top 20 young businesses to watch in It participated in a fashion show in Dubai for the British Polo Day as well as in the official fashion show at the Royal Ascot in In October 2012, Beulah London was the protagonist within the Hennessy Gold Cup launch party. The Beulah Story has also been featured in the press, social magazines and newspapers. The media are an important tool to spread consciousness of the issue of sex trafficking and to build awareness about Beulah London as a company that promotes a new social trend by supporting human rights through fashion. Such events have the objective of widening a sphere of influence in an attempt to make a difference, especially within the fashion trade. A first event, held in October 2010 at the Oxford Union 15, sought to influence the demand on human trafficking. In collaboration with Not For Sale, Beulah London will be giving 10% of its sales profits from a line of scarves, to a training scheme that will enable them to employ an additional 100 women. 11 See 12 For more information 13 See 14 See 15 Information available at CASE STUDY: BEULAH LONDON 10

11 OUTCOMES, IMPACTS AND FUTURE PROSPECTS The successful results and positive impact on the public concerning the Beulah London business has depended to some extent on the interest received by the media. Since the issue of human trafficking is a dark and complex issue, many journalists leave it in the background and are reluctant to spend time on it. To attract the media, Beulah London has attempted to give journalists and others working within the media a positive spin. This has contributed to bringing the matter to light, to increasing consciousness about it, and to illustrating that there are innovative ways such as ethical businesses which can help tackle the root causes of such a serious crime. One of the positive outcomes of Beulah London s activity has therefore been to raise awareness of the issue of sex trafficking. Looking into the future, Lavinia and Natasha seek to additionally support the fight against sex trafficking in financial terms as soon as they start turning over profits. As mentioned earlier, the most important idea of Beulah London is the involvement of girls and women in the entire production process, even though this is a slow process that requires an evaluation of other valid means of implementation. With regard to future projects in the field of production and products, Lavinia and Natasha are approaching the bridal market and will launch the Beulah Bridesmaids collection, with the hope of employing women in the embroidery of these special dresses. Possible changes within the development of the initiative should be taken into account to improve the business and obtain better results towards the achievement of its main objective. The criterion used as a guideline, and which proved to be the most effective, was looking at what the trafficked girls were good at and then modeling the business around this element. The most difficult aspect has been to work on a project, such as the best solution to the issue of sex trafficking, and match it with a human rights perspective. Lavinia and Natasha first considered the importance of respecting human rights, which are seriously violated by the practices of sex trafficking, and then thought of an original way to achieve this end. Thanks to Beulah London, women are able to enjoy a new life based on the values and principles of human rights. The company has also contributed to the increase of microfinancing in some districts of Delhi. Microfinance, as a way to help communities alleviate the effects of poverty, could be a sustainable solution for social investment and the development of communities in other situations where their human rights are undermined. Through Beulah London s activity, Lavinia and Natasha want to continue to raise awareness about the issue of human trafficking. Besides the main scope of providing an alternative source of employment for trafficked women, the project would also include the creation of jobs within rural communities. Even though the problem may adversely affect only part of the community, the commitment to tackle the issue is upon everyone as an expression of the social interest to fight any form of human trafficking. The partnership with Freeset was important to train women to have the necessary skills, in the future, to complete the realization of the whole garment. Nevertheless, Lavinia and Natasha are keen to set up their own small unit in the UK so that their impact can be quantifiable. CASE STUDY: BEULAH LONDON 11

12 Beulah London has some weaknesses due to international trade and foreign currency risk, including the imposition of taxes and other charges on imports, exposure to various legal standards, compliance with many foreign laws and changing policies. It is also subject to the risk of fluctuating silk and cotton prices. With regard to the second aspect, Beulah s functional currency is the UK Sterling. However, it buys some services and raw materials in Indian Rupees and as such, is subject to exchange rate exposure. As a long-term vision, Lavinia and Natasha seek to continue the collaboration with charities based in the UK and in India to find a solution to the crime of sex trafficking and offer support to victims. Lavinia and Natasha are setting up the Beulah Trust which will help victims in the UK, and are also working with the Poppy Project to give women a chance to acquire work experience at Beulah London. The women will learn about the industry and support Beulah London s staff with daily tasks. In return, their expenses will be covered and the experience may enable them to get a job more easily. In addition, the implementation of the initiative is strongly supported by promotional events and the involvement of celebrities in promoting the respect of human rights, especially the rights of women. Lavinia and Natasha will continue to invest in these two sectors since they have revealed to be profitable and innovative. The two directors would also like to create a sister brand. Beulah London applies a number of standards of ethical principles through the production process of the company. First of all, to make a factory and a production system ethical, it is crucial to ensure fair wages as well as appropriate and hygienic working conditions. It is also important to follow fair trade guidelines as closely as possible. While Beulah London has not yet elaborated a comprehensive set of rules by which the company is led, it has enacted an assessment system through multiple visits to guarantee the respect of working conditions. Beulah London collaborated with the United Nations in the United Nations Blue Heart Campaign, which raises awareness of the issue of human trafficking, inspires those with decision-making power to effect change, and provides funding to victims of human trafficking. The most representative product of this collaboration is the shibani scarf with the blue hearts print. Beulah London gives 10% of the profits made by the sale of every blue heart scarf. This is their most popular scarf and has sold extremely well 16. The Blue Heart Campaign is an expression of the main partnership which Beulah London has with UNODC. Both jointly launched the Blue Heart collection. The financial support provided by Beulah London to the protection of human rights on the basis of a future plan, will donate part of the company s profits to benefit and support education projects in local communities. This decision expresses two important aspects: Firstly, the importance of the right to education, as a basic human right, especially in countries where its enjoyment is undermined because of poverty, criminality and a lack of social development. Secondly, the project realized by Beulah London can be a means to support not only the rights directly affected by sex trafficking, such as the right to freedom, but also other rights whose protection and respect is fundamental for the growth and wellbeing of the entire community. In the future, Beulah London plans to go beyond the issue of sex trafficking and to incorporate into the initiative other forms of slavery, such as domestic servitude and exploitative child labor. 16 See CASE STUDY: BEULAH LONDON 12

13 Finally, Beulah London hopes to be at the starting point of a new original trend marked by respect for human rights, ethical principles, a spirit of help and a combination between business and social engagement. Using this new trend of setting high ethical standards, Beulah London will also seek to put pressure on larger companies in order to expand their sphere of influence and to achieve broader public consent. CONCLUSION Beulah London represents the development of ethical business within the fashion trade. The case study illustrates the most important steps that led to the creation of Beulah London and highlights the most crucial aspects of the business approach by the two Beulah London co-founders in promoting the respect of human rights. What differentiates Beulah London is the fact that the company aims to create style and elegance while providing job opportunities for survivors of human trafficking. The rights of women are the central point of the humanitarian mission of Beulah London; in particular, the right to freedom, the right to make choices in life, and the right to education. Beulah London aims to raise public awareness of the issue of human trafficking and give a product that expresses a personal intention to support Beulah London s humanitarian commitment. It also represents a good example and a valid incentive for other companies to create a trend by which businesses would pursue the same goal through different approaches and methods. As the Beulah London s logo expresses, the union between high quality fashion and humanitarian purpose, the company s best wish for the future is that the butterfly effect could touch everybody in the world. ##### CASE STUDY: BEULAH LONDON 13