INCLUSIVITY ETC
Aerende’s curated range of beautiful products brings together the work of small social enterprises in the UK, thanks to Emily Mathieson’s dedication and vision
See how online business Aerende is helping people facing social challenges
What is Aerende? Aerende is an online business that sells products made by groups of people facing social challenges from around the UK – makers who struggle to access or maintain conventional employment. I run it from my home in Hertfordshire. As well as finding the makers, I guide and coordinate their work and make sure everyone is fairly rewarded thanks to the not-for-profit structure.
How did it start? While working as a journalist, I dreamed of opening an interiors shop, but there had to be a reason for it. I wanted it to be sustainable, but that wasn’t enough. My light-bulb moment came at a craft fair in my local park where I spotted some beautifully made baskets on a stall run by a social enterprise. I bought two – the only ones they’d sold all day – and realised that with my skills and contacts I could make a big difference to marginalised makers. So I came up with a model for socially valuable shopping that doesn’t compromise on quality or style. That was in 2016; by 2018, I was able to give it most of my attention, helped by crowdfunding, which allowed us to grow.
What does Aerende sell? A mong our many products are candles from makers in Powys, and pottery from groups in Gloucestershire, Studio 306 in north London and Derbyshire. Our growing range of textile products includes some from a prison in Surrey. Wood and paper items are sourced from groups in Scotland, Yorkshire, Devon and Somerset, and soaps are made in the Lake District and Hertfordshire.
How does it work? The word ‘aerende’ means care in old English, and care for the wider community is the thread that weaves through the business. I focus on offering a good mix of products, carefully selecting the makers and ensuring their talents are maximised, and I also work as a co-designer. Everything is exclusive to us. It is vital that everyone is paid, whether financially or through other benefits.
How does it affect the makers’ lives? It has a huge impact. For example, one of our makers was housebound and lacked confidence, but after six months he’s perfected his technique and is full of excitement for the future. He’s talking about leaving the house and doing a video for us on how he feels about making for Aerende. I want the customer to feel all that, too – the love and care that goes into every product.
What’s next? I want to extend the impact of what Aerende can achieve. I’m also interested in ‘social prescribing’ – harnessing the healing power of craft. I’ve been thinking about how we might develop that longer term, once we have our own premises, through therapists, workshop leaders – recognising that for some people, you can prescribe something social that is also effective alongside medication.
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