Earthy Elegance Boutique is a sustainable fashion and lifestyle brand which offers a curated collection of upcycled fashion garments, accessories, handmade bags and leather goods. Their mission is to cut down on waste by giving new life to materials that would otherwise end up in landfill. Sustainability is paired with ethical values, ensuring that fashion choices respect both people and the planet. They emphasise conscious living and community engagement, positioning fashion as a way to give back more than it takes.
Where was your business when you entered the Challenge – and how have things evolved?
Earthy started as a little baby business — the hope was just to regain some financial stability for myself and raise awareness about textile waste. Now there’s a whole community of people waking up alongside us to how wasteful the textile sector really is, and rethinking their own choices because of it. Small steps lead to big leaps.
When I was 17 years old, I founded “YES We Can,” a non-profit initiative focused on recycling soda cans. I had no idea then that ecological preservation was already calling out to me. At the time, it just felt like something fun to do with street children — a way to get local businesses to sponsor fun activities, like renting slip and slides and other games, with support from the mayor of our town. I didn’t know it would eventually lead me to study social work, and land me right here.
In 2025 when we entered the Challenge, I was part of a group of 18 businesses incubated by CDI as part of the Orange Corners Design Programme, an initiative of the Kingdom of the Netherlands. I graduated from the programme in May 2026.
Earthy has been through some real highs and lows since the Challenge process. We had to shut down operations for a few months so I could focus on my mental health. The constant creating and advocacy takes a toll, and sometimes I feel people see the business more as an awareness campaign than an actual business — which, honestly, is somewhat true.
That pause forced me to take stock of what was working and what needed to change in how we operate.
Off the back of that, I gave up the showroom and converted the brand to an online studio-based business. We created a stunning website and I have renewed hope and determination to keep going. The business isn’t profitable yet, but the will to continue is there.
A guy named Ronald from Yoco came to speak at our Orange Corners graduation, and he shared how even Yoco saw no success for about two years before things turned around — now every small business I know uses Yoco. That gave me real hope, especially with Earthy turning two in August.
What’s next?
I’ve been selected by WomHub, in partnership with Amazon, as part of a cohort of 35 women-owned sustainable sellers in their Sustainable Sellers Programme. We’re gearing up to strengthen our business knowledge and operations, and to launch on Amazon.
SOLVE involvement beyond the Challenge:
Introduced to Tracey Gilmore of Taking Care of Business (TCB) to share her story to the Remake Department at TCB and to learn more about this part of the business.
Read more on Instagram: https://www.instagram.com/earthyelegancect/