EP46 - Building a Brand That Truly Reflects Your Values with Jo Mercer

Welcome to Episode 46!

https://sustainable-ecom.com/ep46

 

My guest today is Jo Mercer, founder or start up slow fashion brand Matilda Life.  Jo has spent her entire career in retail, and is perhaps most famous for her highly successful Jo Mercer Shoes retail chain.  She’s coming back into market now with a lifestyle women’s apparel brand built around the DNA of Australian made, ethical and sustainable.

We talk about the strongly and passionately held values that are the driving force behind Matilda Life, and what it means being a values driven brand.  Not just in what they make and sell, but also in how that weaves though all of what they do, including things like how they’re setting up their upcoming bricks & mortar store, how they choose partners and perhaps most crucially, how they intend to influence customers towards a healthier and more sustainable approach to purchasing clothing.

After chatting with Jo, I’m left with the enduring belief that Matilda Life, despite still being a tiny startup, serves up a great model for the fundamental values any ethical & sustainable brand can follow.