Heather Moore, the creative force behind much-loved South African décor brand, Skinny laMinx, believes that her transparent relationship with her clientele plays an important part in her success. “People who follow Skinny laMinx can’t help but know that real people work here. For us it makes perfect sense that our personal values are reflected in the way we do business.”

Skinny laMinx was born as a hobby when Heather began screen-printing her patterns onto fabric in 2007. Soon, she had a business and the product she designed could be found in stores and homes around the globe. But although, her business has grown, its values haven’t changed. Heather believes the growth and success has a lot to do with caring about excellence, generosity, creativity and fun, while doing her best to treat people and the planet right.

Her core values, as described on her site are contributing to the local economy, being aware of the environment and the community, quality, and respecting her team. Heather made the time to give us her thoughts on ethical shopping:

Having the choice to modify consumer behaviour based on a product’s level of sustainability is something that people at the upper end of the market have the privilege of considering. People’s buying habits are dictated by what they can afford.

I was fortunate that when I started Skinny laMinx there was a growing interest in handmade goods, entrepreneurship and buying local. People haven’t been confused by the fact that other mass retailers sell things a lot cheaper than I do. I also think that people genuinely like my designs, and feel they are buying something they couldn’t find anywhere else.

The growth of this business over the last 10 years has been due to social media mostly, and consequently there has always been a high degree of transparency around the way we design and make things. People who follow Skinny laMinx can’t help but be aware that there are real people working here. It makes perfect sense for our personal values to be reflected in the way we do business. Given our retail neighbourhood [Bree Street, Cape Town], the press coverage we’re given, and that our business has been around for years, I think we are well positioned to have the prices we do. Occasionally, we have shop customer who thinks it’s a bit expensive, but it doesn’t happen often.

I got my business up and running by the seat of my pants. Then the focused application of goals, systems and our teams’ best work have all taken us further, along with the endlessly kind, interested and enthusiastic press and buying public, both in South Africa and across the world, who continue to promote and buy the things we make.

  • To shop the Skinny laMinx range, and for more information on how Heather started and grew her business, please visit skinnylaminx.com or follow her on Instagram   @skinnylaminx