The reasons behind our rebrand are not obvious to everyone and I wanted to write a personal note to let you know why I made the decision to rebrand from charley vella to Janika.
I've been working very hard over the last 18 months to bring my brand into alignment with my personal values. I believe that business should be an authentic connection and for me, that means I want to consciously take care of the people who produce my products as well as the environment, which is often adversely impacted by clothing production. It's not to say the charley vella brand didn't have these values, it's just that there was no certification to prove it and I couldn't put my hand on my heart and say my products were made ethically. Also there was limited access to sustainable fabrics and the processing of these fabrics wasn't traceable to sustainable practices.
So with this new commitment to ethical and sustainable processes, I'm happy to say that I've moved to manufacturers who are certified in both of these areas and also offer exceptional quality.
As I part of the rebrand process, it became apparent that what I needed was a fresh start. I felt a new brand name would help me move forward and breathe fresh life into my ideas and designs. I wanted more connection with my brand name so I could nurture and grow with it.
In order to find that name I went back to the beginning...
I went way back to a place and a feeling...
On a trip to India 20 years ago, I sang songs on a rickety bus with a 3-year-old Indian girl (and her Dad) named Janika.
I decided (and journaled in my travel diary!) that this would be the name of my brand, although I had no brand or business ideas at the time. Fast forward 10 years and I ended up deciding on a different name when I started my brand. Maybe I let my head rule my heart. Maybe I wasn't quite ready for Janika then.
Having reconnected with this experience and looking at where I'm at in my life now, both personally and in business, I realised why it was so important to change the brand name to Janika. In fact, I'd been considering it for a long time! When I looked up the charley vella domain name to redirect it, I realised I had reserved the janika.com.au domain name way back in 2015. So this was further confirmation of the right direction for me and Janika.
Ethical & Sustainable
I once read a saying, "Do the best you can until you know better, then do better".
I believe strongly that joining the ethical, sustainable fashion movement is raising the bar for the industry and has a positive impact on so many people's lives and the planet. I want to do everything I can do better in this industry (and this life!) and I hope you feel the same.
Let me summarise where we're heading with our SLOW FASHION BRAND, Janika:
I want our customers to love their purchases and wear them over and over again (until the garment dies and can then be recycled or returned to the earth).
I want to minimise our impact on the earth in the following ways:
* selecting sustainable, circular yarn production
* investing in ethical production practices that pay a living wage
* choosing 100% plastic-free packaging
* designing small, conscious collections, thereby limiting oversupply and waste
* actively supporting community initiatives that help the world to be a better place
Read more about these initiatives below
With your support we can help make the world of clothing a better, cleaner place. Are you with us?