IZELIA’s overarching brand values apply equally to each part of the organisation – commercial and charitable. They are the cornerstone of the IZELIA philosophy, our core beliefs and the inspiration for how we do business.
Every decision we make as a company is guided by these values: from who we do business with, to who we recruit, to how we market and promote our products.
We aim to be a beacon of hope for the communities that we work with.
In Africa, we offer hope to our suppliers – micro-businesses and the communities that depend upon them.
In the UK we aim to inspire hope that there is another way forward for Africa, an alternative vision that is beyond conflict, aid and poverty.
Our Academy offers hope to women from the refugee and immigrant population (and others) that they can train and work and build a better life for themselves here in the UK.
And through our H.O.P.E Initiative we are seeking to inspire hope in a young generation of women that their dreams are attainable, that they can do anything they set their minds to with hard work and a positive attitude.
We are passionate about Africa – about providing a platform for the creativity of contemporary Africa, an alternative vision of a continent often characterised solely in terms of conflict and poverty.
We are passionate about fashion – we understand the power of colour and a beautifully tailored outfit to change your mood, to make you feel good.
We are passionate about our customers – about offering them the best service, the best experience, the best training.
We aim to bring people together in community, working towards common goals and a shared vision.
We aspire to give something back to the communities we work with – in Africa and in the UK – to share our good fortune.
IZELIA is a brand like no other in fashion, lifestyle, retail or training.
Everything we offer in our retail outlets is unique, produced with care in small batches by people with a real passion for their products.
We aim to create a unique retail experience – focussed on our customers and on creating an inspiring showcase for African creativity.
Our training is unique – every garment produced by our students uses beautiful African fabrics and we aim to provide our students with the theoretical and practical skills they will need to find employment.