Member Article

Thinking ethically at Daisy Green Magazine

The idea for Daisy Green Magazine was borne out of Nicola Alexander’s irritation with the traditional women’s press, full of ‘too fat, too thin’ stories. But it was after reading a negative report about charity shops, Nicola was finally spurred into action.

“I didn’t understand how important where something comes from is, but once I did, I couldn’t un-learn it,” she recounts. “I decided to give up my career in teaching, and while this has resulted in huge change and challenges, I have never regretted it due to my wholehearted belief in what I have created,”

Three years later, Daisy Green Magazine has gone from strength to strength. Described as a cross between Sex and the City and the Good Life, the online publication is aimed at people who are looking to live more ethically and sustainably.

“On the site we focus on fair trade and charity products, which don’t always get mentioned in the traditional press,” says Nicola.

“There are lots of brands out there making brilliant, unique and ethical clothes - many of which are no more expensive that other clothes on the high street.”

Indeed, provenance is something which is incredibly close to Nicola’s heart, and throughout our conversation she stresses the importance of knowing where clothes, food and beauty products come from.

“When you see these cheap clothes on the high street, you think ‘how are these people being paid’?” she continues. “And you really need to consider how making these products can earn someone a living wage.”

Her views are clearly shared by others, and each month 60,000 visitors - and counting - come to the site. The demand for the site means that Nicola now employs five members of staff, who produce between 20 and 30 articles each week.

“One the site there is a mixture of fashion, beauty, food and competitions, but whatever area we’re focusing on, it’s always about ethics.” says Nicola.

More recently, Daisy Green published the first of their quarterly mini-print editions, which Nicola hopes will generate further interest and awareness of green issues.

“We are also organising Daisy Green events, and next year hope to organise Newcastle’s first Green Expo.

“Newcastle has developed a reputation as the UK’s most sustainable city, and we are also keen to promote that through business to business and business to consumer activities.”

On the 15th December, Daisy Green has organised a swap and shop event at the Shipley Art Gallery - a great opportunity to see what the Magazine has to offer.

This was posted in Bdaily's Members' News section by Ruth Mitchell .