Online retailer empowers women through fair trade business

By Kai Oliver-Kurtin

As a French native, La Mesa resident Antoine Didienne was familiar with fair trade business models and practices—more popular in Europe than the U.S.—before breaking into the business in 2012. As president of Vavavida, a fair trade online jewelry retailer that donates 10 percent of its revenue to nonprofits, Didienne helps empower underprivileged women around the world.

Vavavida’s sustainable, eco-friendly, ethically-made jewelry is handcrafted by artisans across the globe. They sell bracelets, necklaces, rings, earrings, handbags and hair accessories.

“We find the artisans we work with thanks to the Fair Trade Federation, a network of companies and artisans using the fair trade standard as a model of commerce,” Didienne said. “It was very important to us that our products be as ethical as they could be, so for us choosing to work with fair trade artisans was step one in creating our business.”

“Once we find products we like, we begin a relationship with the artisans,” he said. “We like to have as much information as possible from them because we know our customers like to know who made their beautiful bracelets.”

Didienne and his partners Daniel and Linda Amaro run every aspect of the business, from purchasing and marketing to shipping and customer service. They employ interns, but in such a small operation, they’ve become jacks-of-all-trades.

To date, Vavavida has donated about $15,000 to the nonprofits with whom they work. The majority of their sales come from customers in the U.S., but they’ve also shipped merchandise to Australia, Canada, France, Germany and the United Kingdom.

“It was important for me to work on women’s issues because I see much inequality in the world when it comes to women and their rights,” Didienne said. “I wanted Vavavida to be in the fashion industry because I wanted to strike at a real problem that seems to affect women overwhelmingly.”

Didienne sees fair trade as a viable option to create positive change. Vavavida’s goal is to help 300,000 women across the world, enabling them to be more in control of their own destinies.

“We wanted to have an impact, and create a company that was profitable and socially responsible within the fashion industry,” Didienne said. “We want to raise awareness and change minds about how we consume fashion.”

When employing artisans, his team considers factors such as the source of raw materials they use, the artisans’ use of recycled materials, how artisans use the money earned through their collaboration, and whether the artisans are incorporated or work within a cooperative.

“We look at each of the artisans we work with through a different lens because we understand that their circumstances are all different,” Didienne said.

“I wanted to be part of something that would let women achieve their true potential for themselves because I have always felt a kinship with women’s issues,” he said.

Didienne’s motivation to help women originated with his mom who raised him without much help. Today he has two daughters. When traveling to see his wife’s former home in the Philippines, Didienne saw real hardship and poverty firsthand. Since then, he has fully dedicated his time to carry out Vavavida’s mission to help empower women.

To shop Vavavida’s online store and get more information, visit vavavida.com. During Fair Trade Month in October, Didienne says to expect fair trade-related events throughout La Mesa.

—Kai Oliver-Kurtin is a local freelance writer who enjoys covering events, restaurant news, culture and entertainment. Contact her at [email protected]