Becoming an entrepreneur has made me question so many things about myself and the life I’ve led so far. What I REALLY stood for and as Stori Dori grows, how I want to run it and what I’d do differently if I was in charge.

Reflecting on previous work experiences brought back many happy and angry memories that it all became quite overwhelming because none of those experiences included running my own business. But what I did gain was many, many insights into different worlds. It’s shaped me, no doubt, broadened my understanding of functioning in this world and later acting as a catalyst to draw on my own work principles.

I dream lofty, humungo dreams about Stori Dori. About our flagship store and atelier, training people and learning from people to continue the handcrafted traditions; collaborations that breed more collaborations; how we bring communities together on creative explorations; and actively giving back to the environment, since we rely on so many of its resources.

I want to be a part of change that values human efforts and cares for the person more than the profit margin. I want to be part of a creative movement that pays fairly and doesn’t employ cheap labour in a foreign country that perpetuates slave labour..

I’m calling it ‘principled purchase’ because we live in an age where everything is about having it all, right now, with a throw-away-in-a-moment attitude, and I want that to change. Buying a lot of cheap things adds to this distructive behaviour. Principled purchase is about choosing the thing you would love to use, seeing yourself getting so much out of your interactions with it, and even if you can’t afford it right now, simply saving up until you can. It’s about not letting yourself get caught up in the moment and allowing the glitz of a marketing campaign hypnotise you into buying because you can or think you’re entitled to it. It’s about valuing experience over things. It’s about questioning the practices of the brand and not being afraid to flick an email over or tweet them and ask them about where they have their products made and what working conditions they ensure. Transparency is not a dirty word.

Being principled in your purchase is also about challenging yourself. It’s about valuing fair sacrifice and the belief that everyone deserves the best and to be seen as a person who has a life beyond business hours and to honour them. To hold each other up and to share whatever we have and to be grateful that even if it were to all end today, it was all worth it. Because that’s what matters. How we value one another matters.

So this is my letter to the world.

I am here.

I am working.

I’m paying attention.

And I am changing.

For the better, always.