Following in the footsteps of sustainability champion, Livia Firth, MOJEH meets the eco-entrepreneurs changing the UAE for the better
She’s the brains behind the wildly-successful independent interiors studio Tribe, whose beautiful, ethically-sourced, handmade and sustainable products are to be found in some of the most stylish homes in the UAE.
With a business concept rooted in social responsibility, Tribe’s owner and founder Jo England channelled her long-established, environmentally-aware lifestyle choices into a business that not only allowed her to harness her own artistic abilities as a designer and curator, but to showcase the exceptional skills of craftspeople from more than 25 countries around the world.
“Tribe’s core is all about ethically sourcing sustainable and handmade products directly from incredibly talented craftspeople and artists,” explains Jo. “We look to empower the artisans who authentically hand-make each product we stock, and have thousands of amazing artists whose work is available under the Tribe roof. We totally honour and respect each of the artists we work with, and in doing so, make a real positive impact on their lives, families and community.”
Raised in Brisbane, being eco-conscious was a huge part of Jo’s life, and made a profound impact upon her from an early age. “Growing up in Australia, with the abundant nature and wildlife, being eco-conscious was just a normal part of life,” explains Jo.
“I’ve always been passionate about sustainability, and my first entrepreneurial idea was actually decades ago – I wanted to make biodegradable food packing, but didn’t have the means to make it happen. Sustainability is now a reality that we all need to address, so I’m incredibly proud to own a conscious business.”
Established in 2015, Jo’s success with Tribe has been rapid. “I thought I’d start small, and let it grow organically,” she smiles. “But in true Dubai style, it blossomed.”
Having just opened her second store, and with Expo 2020 on the horizon, Jo is keen to see other entrepreneurs adopt a sustainable and ethical approach to launching new businesses in the UAE.
“Awareness in the region has definitely improved, which is encouraging, but there is still so far to go,” she says. “Expo 2020 has sustainability as one of their three pillars, and it’s very much at the forefront of the way people are thinking, because things have really got to change,” says Jo, whose eco- sensibilities are ingrained in every aspect of her life and business.
“If I could give any advice to an entrepreneur who wants to set up a sustainable business, it’s to incorporate the United Nation’s Blueprint of Sustainable Development Goals into their strategy. There are 17 goals, all of which are interconnected, and in order to leave no-one behind, it’s important to achieve them all by 2030. The earth is in crisis, it’s up to us to do something about it.”
