Innovation

What makes A Beautiful Story innovative is its focus on making jewelry ethically while connecting to both the artisans and the people who wear it. Four core values reinforce their mission: believe in magic, never give up, see connection, and dare to be, which guide their decisions in the workplace culture and in product development. Each product is crafted by artisans in Nepal, and the implementation of fair trade creates "lucky jobs": stable work that pays well and helps communities, which is the core of their innovation. A Beautiful Story transcends the physicality of the product, meaning that meaning is infused into every design, with the intention of establishing a symbolic connection. 

Artisans are actively involved in the creative process, and the symbolism of each product is strengthened through the collaboration of each artist. When creating a product/collection with a specific theme, A Beautiful Story incorporates feedback and input from their producers for materials and designs. For example, when developing a collection like "Little Wonders", which celebrates the small and memorable moments in daily life, "artisans are asked what kind of moments make them feel strong or happy". By engaging with their stories, families, and hopes for their children, A Beautiful Story strengthens the connection between the customer and the consumer, as well as between the makers and the meaning behind each product.

Motivated by their growth, A Beautiful Story plans to become the most recognized fair brand in the jewelry industry and expand into more international markets to diversify their product lines. They aim to launch high-end collections in Tanzania using fully traceable gemstones and ethically sourced gold. The company values dedication, quality, and longevity, and is committed to ensuring that all its products will be treasured for years to come. A Beautiful Story is creating high-quality, enduring products that customers will cherish, and it also seeks to build sustainably by creating 2,000 "lucky jobs" and making a lasting, socially responsible impact.

Inspiration

A Beautiful Story is personal and authentic. This company's innovation is not about technology, but about proving that a company can be both meaningful and successful. After spending time in Nepal volunteering, Cathelijne Lania, the founder and CEO of A Beautiful Story, discovered a silver factory with talented artisans but noticed their unfair employment conditions. The talent of these artisans moved Cathelijne, and she saw an opportunity to make meaningful change. She established A Beautiful Story in the Netherlands to empower artisans and develop economic opportunities for women in Nepal.

Her approach is especially inspiring in how she leverages creativity to empower women in Nepal. As Eva, A Beautiful Story's impact manager, explained it, "the company was really set up as a social enterprise with the mission to create fair work and celebrate craftsmanship throughout the supply chain. That has always been the mission, and it's what we continue to work on".

The experiences of these artisans are what truly inspire the brand. For example, Eva shared a story about a woman in her mid-30s who needed a kidney transplant but was faced with the overwhelming medical costs while simultaneously supporting her family. A Beautiful Story was able to provide her with steady work and fair wages, enabling her to receive the treatment she needed, which many women in Nepal often lack access to. Stories like hers, among many others, remind everyone at A Beautiful Story why their work matters and reinforce their commitment to maintaining an ethical business.

Overall impact

A Beautiful Story combines fair trade jewelry making with positive social impact. By providing fair wages, it empowers an oppressed demographic being women in India and Nepal. By keeping production in Nepal despite rising costs, they maintain relationships and build a sense of community with producers and employees. Beyond income, the artisans gain financial literacy and improved health, which helps a restricted demographic become more independent. 

The short-term effects include employees receiving access to a stable income, safer working conditions and community support. The artisans receive not only a cost-plus income but also loans in situations such as medical emergencies. There is an example where a woman was able to afford a life-saving kidney transplant thanks to her employment and support systems within this company. 

The long-term impact extends to family, friends and the community as a whole. The artisans can provide a better life for their children, including access to better education and an overall improved quality of life. The fact that they have long-term employees who not only save income but also learn financial literacy shows the long-term impact that affects generations to come. It also empowers the next generation of girls by proving that women in Nepal can earn their own income, build careers and become role models in their communities.

Business benefit

A Beautiful Story has been a certified B Corp since 2022, reinforcing its commitment to responsible growth. Their current market position enables them to grow internationally, as they now operate in the U.S. A Beautiful Story plans to strengthen its ethical sourcing and expand to Tanzania. By maintaining governance and transparency across its supply chain and publishing public reports, A Beautiful Story exemplifies accountability, in turn, developing trust in their customers, investors, and partners. This transparency also enhances stakeholder confidence, which can lead to continued expansion of their channels to more investors and retailers. 

As Eva shared, “We really started to set up our impact strategy to follow up on the results we are creating and have a view for the future.”

The innovation builds a strong brand reputation and attracts a demographic that is conscious of its values. It tends to build loyalty with customers because there is a story behind the product. The product gives buyers the sense that their purchase supports a good cause and supports small communities rather than contributing to large corporations. As Eva explained, “Everything we manufacture could easily be produced for much cheaper in other countries,” but their goal was never just about profit. Their goal is based on commitment and consumer confidence.

Social and environmental benefit

The innovation of the social enterprise can be measured in terms of social benefits, as it provides subaltern populations in Tanzania, India, and Nepal with reasonable and regular jobs for artisans, 98% of whom are women, offering them their first experience in the occupation. The firm also pays reasonable salaries, offers tours to its producers, and maintains loyal relationships with its workers for many years, enabling artisans to achieve economic independence and balance their family living conditions. In addition, it also supports “craftspeople in safe and dignified terms” through workshops that cover the workers’ safety and urgent family needs in extreme life situations, such as illness or educational expenses for children.

In addition to employment, the fair-trade jewelry company encourages personal and professional development. All artisans receive ongoing education in financial literacy, basic health information, and English language skills, as determined through open discussions within each group. Through ongoing learning, company personnel achieve professional growth and make more informed choices at home, thereby contributing to overall community resilience. Workers created their savings associations to support one another through tough times and maintain their social connections.

In terms of environmental responsibility, the company demonstrates responsible production practices and transparency. The main objectives of its development in Tanzania are to build a supply chain that is a traceable channel for fair gold and gemstones, eliminate exploitation, and have all resources found ethically sourced. Second, A Beautiful Story promotes long-lasting design and encourages its customers to purchase less and buy better. Combined, these projects are related to SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), SDG 10 (Reduced Inequalities), and SDG 12 (Responsible Consumption and Production), demonstrating how jewelry may empower people while also protecting the environment.

Interview

Eva de Bruine, Impact Manager