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Serial entrepreneur Kresse Wesling has set up four ethical businesses, won awards for her efforts and is now one of more than 30 Government-backed Social Enterprise Ambassadors. And she’s still only 31. Trina Wallace caught up with her to see what advice she’s got for budding ethical entrepreneurs. How did you get in to ethical business? I didn’t always want to be a business person. I wanted to get in to politics. I think you can effect change politically but it takes a lot longer to do. One of the beauties of the business world is that it’s really suitable for inpatient people. I used to work in Hong Kong for a venture capital group. I had the opportunity to look at lots of different projects. The ones I got the most excited about were environmental and socially minded The whole point for me in being in social enterprise is that I want to show people that these business models work. If suddenly Richard Branson decided to change Virgin into a social enterprise or another big company decided to give half of its profit to charity, then wouldn’t that be a phenomenal thing? How did your first ethical business, environmental packaging company Bio-Supplies, get off the ground in 2002? I arranged to meet an environmentalist in a Hong Kong coffee chain and we were astounded that every client that came in was creating 300 to 400 grams of waste. I’d spent time researching bio degradable and environmental technologies and I knew that a lot of what we were seeing in that coffee chain could be replaced. We said: “Why don’t we just do this?” And we did. I get a real high out of seeing things in the public domain, creating products and ethical concepts. And what about your other business, EAKO? I moved to the UK four years ago because I thought there’d be more ethical business opportunities here. I’ve seen nothing but an increase in the environmental awareness of the general population. . I expanded Bio-Supplies and started Babaloo, a company that produces a range of ethical and environmental products for parents and babies. The idea for EAKO came after reading a WWF report analysing the environmental credentials of luxury goods companies. None got over a C+. I thought: “This is ridiculous!" These guys are making an 80% profit margin. They’re polluting, there’s no social benefit. And then you have a country like India paying huge taxes on luxury imports. This kind of blatant wealth needs to be redistributed. We wanted to make products of an A++ plus standard in this industry. So we made beautiful luggage out of old discarded fire hose and gave half our profits to the London Fire Brigade Benevolent Fund. To create this story is a really good way to approach that kind of market and effect change in it because if we are successful, they’ll all have to do it. They will all have to create some kind of charitable story. We’re already looking at recycling textile waste and old mattresses. How hard is it to be a truly ethical business person? Truly ethical is difficult. You can always see it on the horizon and you’re always chasing it down but you’ll never reach it. We’re always very honest about what we are able to do. Our principle is that there will be constant improvement. Next year will be better than this year, this year will always be better than next year. As long as we keep doing those things, then as far I’m concerned we’re always chasing the horizon and doing our absolute best we can whilst still being able to exist in the market. What’s been your most memorable moment in ethical business? When I first came to UK it was hard for a while until I got the first big client. That was a highlight. Winning the Entrepreneurial Woman of the Future award was great. The best part was the judging day, to sit and talk with the two judges. For them to talk to me about my business and take it seriously. But the ultimate thing was getting the ambassadorship. The fact I get to work with these people on this social enterprise mission is mind-blowingly incredible. Every time you meet up you can bounce your ideas off 20 to 30 people; you get really sound advice. It’s too much. I feel too lucky. Where should people go for support if they want to start an ethical business? CSR chicks and CSR blokes are good. You can find out about green drinks that are happening, social and ethical forums or courses. Don’t think you can start a business and then have a network within six months. You build that over time. I’m also running some business expert sessions at the British Library. I’ve been really amazed at how different the people and their social motivations are. I’m keen to work with two or three of the people I’ve met. It’s really inspiring to meet someone starting out who has that really fresh idea and all of that energy. One lady I‘ve seen is a nurse and has been building an ethical jewellery company on the side. It’s important for people to realise there’s nothing to stop you from making a career change. I was never afraid of change. One thing an entrepreneur has to have is the ability to adapt really quickly and they can’t be risk adverse. I’ve always had mentors and since I’ve been in the UK, I’ve had some phenomenal advice. You don’t need to meet mentors all the time. The occasional phone call and email can really help revolutionise your business What are the most important skills to have if you want to start an ethical business? You don’t need to have that many skills. It’s all about ambition, being goal-orientated, focused and confident. Successful ethical entrepreneurs have incredible passion and have found things that have ticked them off. That’s what got them going. They have a rage and an anger. For me environmental degradation really does tick me off. When I see litter on the ground I get really angry. I think littering is just criminal. I think landfilling is a joke. If you can harvest and channel that energy, that makes a good entrepreneur. Otherwise I think you just need some common sense If something isn’t working you have to have the common sense to say “Well it isn’t working, I’ll try something else.” What are your top tips for budding ethical entrepreneurs? Go to the British Library and do your research! There are millions of journals and industry reports. Find out how much it’ll cost you to set up the business. Have a real plan and a real idea. Then talk to people about it. Talk to anyone who has had some kind of experience. A lot of people have good ideas and don’t do the planning, certainly I didn’t first of all! The reason why EAKO has only been opened for six months and has had so much success is because I had the idea and did eight months research and plan is key. You can do this while you’re still working. A lot of entrepreneurs give up their jobs too quickly but you can do it during evenings and weekends while you still have an income. What’s next for you? I’m working on my fourth business Yew Clothing. It’s a clothing company with 100% alternative fabrics. There’s no traditional cotton in our products, a lot of the textiles are recycle. We’re working with clients to redo their corporate stuff. EAKO is launching luxury designer bags in the next few months too. They are so cool. People are going to love them. I’m busy but I don’t see it as work: I see it as a valuable and exciting way to spend time. It’s a hobby. If you talk to environmental campaigners, they don’t shut off. They don’t suddenly go home then keep their tap running while they brush their teeth.
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