Soul Economy

Soul Economy had the absolute pleasure asking Mihiri some questions about her company Generation Wonder. Their range of products is for “little citizens of the world” from 0-12 years and include clothes, shoes, bags, accessories, bedding, toys, games & puzzles, baby food, books (including the gorgeous Wonder Year Journal) & magazines and more. Mihiri’s reason behind starting Generation Wonder is both commendable and inspiring.

1. What inspired you to start Generation Wonder? What were you doing before this?
My children inspired me to start Generation Wonder. From the time they were born I was hit with this huge wave of gratitude for the fortunate life we lead. This, plus the gift of raising them to be adults who will inherit the responsibilities for their world really made me stop and think about how I was teaching them through my own values and actions. From my previous life as an Occupational Therapist I knew very well that a major role children have in their life is to play. That’s how they learn. It occurred to me that while children were enjoying being kids, playing and experiencing the wonder that comes with a fortunate childhood, they would be really open to learning from a very young age that they are part of a much wider community and that their actions and choices are really meaningful for themselves and others around them. So I had the idea of teaming wonderful products for children with wonderful stories, so parents and carers could introduce conversations about global stories, and in the spirit of fun and play, some learning would follow.

The decision to turn an idea into an actual business came with the choice we made that I would not return to my previous job in human resources, as there were too many commitments for the care of the children to make it workable.

As hardworking parents ourselves, we are certainly happy to buy clothes for our children, read them stories at bedtime and buy gifts for other children too. What makes those experiences so much more meaningful for us is knowing that we can help others at the same time, by exercising our choices to spend our hard earned money in ways that support a life of justice for everyone, not just ourselves.

2. How long ago was Generation Wonder established? What is your vision for the company?
Generation Wonder launched with one product, my self published Wonder Year Journal, in September 2006. I’m onto my second website now and Generation Wonder was re-born with that in August 2007. The vision is that we contribute to a socially aware generation of children, who see themselves as inheritors of the Earth and accept that responsibility with enthusiasm. I would really like Generation Wonder to offer a solution to concerned families who wish that their eco and ethical standards can be met in the products they choose for their children. Our motto is great oaks from tiny acorns grow. My mother wrote that in one of my birthday cards as a child and I’ve never forgotten it. It’s at the heart of our business – the possibility that a child, every child, like a little seed, with nurturing and the right conditions, can grow into something wonderful, beautiful, great – whatever form that may take.

3. It is wonderful that you support products that are fairtrade, sustainable and/or organic, however, with so much “greenwashing” in the market how do ensure that your products really are socially and environmentally responsible?
Where possible I will buy products that are certified fair trade and certified organic. However, I also know that there are plenty of producers out there who haven’t got the capacity to get, for example, a fair trade status, yet they are doing marvellous work and their community is better for it. I ask all the questions I can of them - about fair pay, working conditions, child labour, environmental safety, transparency and accountability, capacity building, even gender equity! I pick up the phone and call overseas or network with other suppliers and learn what I can from them.

The other barrier I clear for myself is the issue that not every product has a tick in every box. For example, some of our clothing range while organic, is not made from fair trade cotton. And the fair trade clothing may not be made from organic cotton. But because I trust the supplier and admire their business ethos, I support the range, because I know that it is producers like this, whose business practices are ethical, that with our support will be the companies that continue to strive to meet ALL our ethical and eco standards in EVERY product.

There are some things I never compromise on, like safety standards in toys, and workers paid an honest wage. That’s why certain organic fibres are not found in Generation Wonder because I haven’t been able to satisfy myself that the worker who made it was treated and paid fairly.

4. Tell us about the product range. What are the most popular products?
The range is for little citizens of the world from 0-12 years. As my own children grow, the business morphs into their developmental stage too! The clothes are always popular, as they are really unique, organic cotton or fair trade cotton, Australian made, sweat-shop free and sales support charities (lots of ticks in lots of boxes!). People love our range of books because they represent diversity and this kind of book is not readily available in shops. Anything that is whimsical and innocent and speaks of simpler times is popular – like our fair trade dolls that are so sweet and handknitted finger puppets.

5. What is unique about your business/products?
Unique in our store is the values that underpin it. My first consideration is what does it represent to the children? Also, for the adult who is exercising the choice to buy it, what does this choice I make for the children tell them about me and how I view them?

I think no matter how trendy organics and eco become (and I suspect they will) our values are not based in looking good. Our values are based in connecting with others.

From the product side, the range is unique in that we represent lots of wonderful themes and focus solely on children’s products. While may of our products are coming from producers working their way out of poverty or making sustainable goods, there are other stories we represent too. Like awareness of allergies in our friends, and the newest story I will be introducing soon is the story of friendship, which I think is a wonderful thing for children to experience – having friends, and being a wonderful friend to others.

6. What have been your greatest challenges in setting up Generation Wonder?
Letting people know we exist! I have experienced that once people find us, there is a sense of affinity with what we stand for and people enjoy what we bring to the market. Not having a marketing, advertising or e-commerce background, helping people find us has been challenging.

7. What have been your greatest successes?
The times I feel most successful is when a customer takes the time to write and simply says “thank you”, or better still when they take the time to write with their suggestions for products we could offer or things we could do differently. Then I know that people are interested in Generation Wonder and are happy to contribute to its success. I’ve even had people offer to work for me voluntarily because they want to be a part of what we are doing. Then I know I have connected people from one side of the world with people on the other side of the world, and that makes me feel very happy. My other great success is managing the business while still being available to be at the school gate at 3 o’clock or sit on the fundraising committee for preschool. My job allows me to continue to connect with all aspects of our little family life and that is my ultimate reward.

8. Would you be able to share some of the good news about the communities/environments that are being supported by your work?
Sales from The Minimal Footprint Range of children’s clothes supports children’s charities around the world. Habitat for Humanity builds simple homes for low income families, The Fred Hollows Foundations works globally to stop preventable blindness, the Watoto Children’s Foundation rehabilitate rescued child soldiers in Uganda. Now the manufacturer is hoping to increase the distribution of work so their production supports more local industries. The range is also being expanded now to consider the clothing needs of workforces and students.

Our new stroller bags in store are made from recycled plastic bottles. With hundreds of billions of plastic bottles entering landfill each year globally, the technology behind this manufacture is a wonderful step in the right direction.

Each month Generation Wonder, as part of its charter, makes a business loan through www.kiva.org, which connects people with entrepreneurs from low income backgrounds trying to work their way out of poverty. We’ve found wonderful partners to provide loans to – mothers in recycling businesses, co-operatives of women selling fruit and vegetables with the aim of securing their children a good education, men and women working in agriculture, requiring more funds for farming their land. On a very personal level, our work is giving a hand up to people working their way out of poverty.

9. What advice would you give to others keen on starting their own responsible businesses?
I couldn’t encourage them more. Be courageous. Be inspired. Be love and affinity for others and the rest will follow.

Now we here at Soul Economy like to get to know our soulful entrepreneurs a little better, so on a more personal note we have 5 quick questions:

1. What is your favourite food?
Hands down my mother’s chicken curry.

2. What do you do to relax?
Sleep! I find it very relaxing!

3. Name your top 3 favourite movies of all time?
Rain Man, Monsoon Wedding, Willy Wonka and the Chocolate Factory (the original – I’m falling in love with it all over again with my children)

4. Do you have someone you look up to or admire?
Kate Bezar .Publisher and Editor of fabulous magazine Dumbo Feather. She created something inspiring to herself and others, by having the courage to fly.

5. What is your favourite book and why?
The Power of One by Bryce Courtney is most definitely a favourite. I fall in love with different books all the time, for the messages I take from them when I need them. The latest book I couldn’t put down for two days was ‘Leaving Microsoft to Change the World” by John Woods, founder of Room to Read Charity. It’s the book that inspired me to become a member of the Sydney Chapter of Room to Read, this awesome charity that is partnering with communities to build libraries and schools for the education of impoverished children around the world.

Generation Wonder
PO Box 1187
Meadowbank NSW 2114
P: +61 (0)2 8213 9058
W: www.generationwonder.com

Tags: eco on-line store, ethical trade, Fair trade, fair trade toys, fairtrade dolls, generation wonder, organic, organic baby food, organic cotton