Inspire
Be Fabulous meets…Julie Devonshire
One woman: A Huge Difference
Be fabulous meets Julie Devonshire, the COO of Global Ethics, an organisation which blends simple retail products with life-changing projects in Africa. When was the last time you came home from work knowing that you’d made a difference? I don’t mean that you got somebody a better car insurance quote, or that you counselled someone through a difficult time – although all power to you people, we need you. I mean that you’ve made a difference the way that Julie Devonshire has.
Julie, 40, was the first port of call from entrepreneur Duncan Goose when he established Global Ethics. He knew that with her accountancy skills she was the Girl Friday he was looking for when it came to taking the organisation forward.
Less than five years later, the company has raised more than £3.5 million for projects in Africa through the sale of One water, which funds water relief projects, and One condoms, which provides awareness and support around HIV.
Julie, we don’t feel worthy! Explain how us buying a bottle of One water can help so many people?
It’s all down to Duncan really, I helped bring it to fruition, but he was the driving force. The water is sold in The Co-Operative stores, in Waitrose, World Duty Free and Morrisons, and the money raised from its purchase are used to fund amazing water pumps in Africa. The pumps are located at a deep source of pure water, and a borehole is created. Attached to the borehole is a children’s roundabout – they’re usually in a children’s school playground. The youngsters go mad for the roundabouts and play on it day in day out – the spinning action powers the pump, which in turn services a community of 2,000.
We have four billboards on the water tank – two are used for community messaging while two are sold commercially, which then pays for the maintenance of the equipment. To date, we’ve built 530 of these pumps.
That’s incredible. And it was the success of the water projects that led to Global Ethics branching into other areas?
Yes. The sale of One condoms has enabled 8,500 people to be tested for HIV and to receive the education and support they require. We’ve launched a vitamin water which will be used to set up vegetable garden projects, and we have a few other top secret ideas in the pipeline waiting to be launched.
You did go out to Africa to witness some of the problems you were tackling first hand. What was that like?
I went three years ago, to a remote part of South Africa in the north west province. It was one of the most eye-opening and emotional experiences I’ve ever had. I was accompanied by various buyers and hard-nosed businesspeople, and they were all in tears. Meeting these people and seeing their circumstances throw everything we complain about into sharp relief.
As if the work with Global Ethics wasn’t enough, we understand you’ve launched your own business too?
Yes. The work I do for Global Ethics is addictive, but I’d always harboured an ambition to set up my own company. I wanted to tap into the male underwear market. Men buy lingerie for women as gifts but there’s no real male equivalent. I wanted to fill that niche and I’m launching my own brand of underwear for men later this year..
I’ve put a lot of thought into the range and it will be launched at the end of May. I don’t think it’s right that men feel the need to live up to these David Beckham-esque six pack stereotypes – much as we women feel about being compared to supermodels – so I want to make the launch a celebration of real men. I want everyday men to model my products on my website, fit everyday men, granted, but no male models allowed. And I’ll be back later in the year to ask your members to help me pick.
Crikey. You’re busy then. What do you do to relax? Do you have time?
I love the business side of both ventures and I am passionate about them and making them succeed. I have two daughters and we have a very happy family life, I love being with them. I love films and the theatre, and I enjoy cooking – my mum is Italian and my dad Irish so I do like my food! I am very fortunate to enjoy what I do and what I have so much.
What would you say your biggest achievement has been?
It has to be raising £3.5 million. It has been a difficult economic time, not the best climate to launch a new business or new concepts, but we have done it through skill and hard work and passion and of that, I am incredibly proud.
I’ve also met Bill Clinton in the course of my work for Global Ethics. I think he’s lovely. He didn’t pinch my bottom though. I was a bit disappointed to be honest.
And finally, since you’ve been such an inspiration, what would your advice be to anyone reading this who, like you, harbours an ambition to launch a business or follow a dream?
Never be afraid to take a risk and have a go. It’s important to find something that you really care about, that you’re passionate about. That is the motivation that will overcome every barrier and make you a success.
For more information on Global Ethics’ work, visit www.onedifference.org
About the author
Name: Faith Brotherston
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Website: http://faithsfoibles.wordpress.com/
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