Beulah London traces its origins back to 2009, when the two of us had a life transforming opportunity to work in Atulya, an aftercare home in Delhi slums. Having witnessed the harrowing effects of human trafficking and sex trade, we felt moved to raise awareness of this important issue. With no formal training in fashion, we hit on an idea of launching an ethical fashion label with a transparent supply chain, focused on timeless and effortless elegance. Beulah London was launched in 2011, helping provide a sustainable livelihood to those that have come out of sex trafficking.
For each beautiful garment that we make, there is an equally beautiful change happening somewhere else in the world – we like to think of it as our ‘butterfly effect’. A small change at one place in a complex system having a large effect elsewhere. The term 'Beulah' itself is symbolic of our philosophy, representing the journey of each woman out of darkness and despair, into a new life of hope and restoration.
As a young business we are at the start of a challenging journey. Driven by our twin passions for positive social change and designing beautiful fashions, we believe that we are on the right path. Each 'Beulah' garment purchase, made directly through us, comes with a canvas bag that has been produced by the victims of trafficking in India through a project based in Kolkata, 'Freeset'. You can also buy these bags here. Added to this, certain items in our main collections have been produced through a project in Delhi, 'Open Hand', by women who have escaped trafficking and the sex trade, including some who are HIV positive and widowed. Where you see the Beulah ‘butterfly’ logo, you know that the product has either been made by women who have been trafficked, or been produced specifically to raise awareness or funds for its victims.
The Beulah effect comes alive through every small purchase you make, helping break the chains of poverty in some of the world's most marginalised communities.
Natasha and Lavinia