Natasha Rufus Isaacs, co-founder of Beulah London - a luxury fashion brand on a mission to fight slavery through fashion - as well as a mother to three young children chats about helping women break free from exploitation and poverty and how she balances it all with raising her family.
Natasha Rufus Isaacs, co-founder of Beulah London - a luxury fashion brand on a mission to fight slavery through fashion - as well as a mother to three young children chats about helping women break free from exploitation and poverty and how she balances it all with raising her family.
Hello and welcome to the candy podcast. I'm your host, Meghan Williams. This podcast is brought to you by eye candy, world makers of beautifully British push chairs for parents across the globe.
Speaker 2:[inaudible]
Speaker 1:Co founder of a luxury fashion brand on a mission to fight slavery through fashion, as well as mother to three young children, we're delighted to be joined on the eye candy podcast by Natasha Rufus Isaacs, where we will be talking, growing families, juggling business pressures during COVID and the Buda trust to help women break free from exploitation and poverty and how she does all of this and balances life with her growing family. Thank you so much for joining us on the call today and being part of the iCounty podcast.
Speaker 3:Fantastic. Thank you for asking me,
Speaker 1:Um, congratulations as well, because I believe you've had your, is India, India in the height of the lockdown madness you had casually or third daughter?
Speaker 3:Exactly. I know. I know. Well, no, she's, she's beautiful and she's, um, she's perfect, but no, thankfully I kind of haven't been that affected by, by COVID and kind of the restrictions, um, which has been good, but, um, but yeah, I mean, I had to go, I had to go to every appointment alone scans, et cetera, but when it came to the actual birth, as she had my husband by my side throughout the whole thing, so that was good. Yeah. But
Speaker 1:Yeah, no, I mean, how did you find going to, cause you've got two other lovely little girls. I mean, you've got a house full of women, your poor husband, but I mean, how did you find the experience of even going to those appointments so low this time around compared to the, when you had the other two girls?
Speaker 3:Yeah, I mean, I didn't really mind to be honest, I had a brilliant midwife who kind of held my hand throughout the whole thing. Um, so I didn't, it didn't really make much difference to be honest, I was sort of happy to go there and I think it was just when it came to the birth, I was keen that he was there.
Speaker 1:Which, which makes
Speaker 3:Sense. Yeah.
Speaker 1:Oh, that's fantastic though. That he was able to kind of actually be with you on, you know, on the day that really, really mattered. Cause I'm sure the apprehension was probably quite real for you guys.
Speaker 3:Yeah, exactly. And I had actually quite a few friends who gave birth alone because they had sort of no childcare home. So the husband sort of stayed at home and then pick them up after us. So, but yeah, and they, I was fortunate in that sense, but um, yeah, but we'll say the NHS has been brilliant. Um, so they were, they were amazing throughout,
Speaker 1:I think that's, I mean, yeah, it's never an ideal situation and you know, God love children also. Like they're not going to just hang around and wait until the pandemics are Hoover, you know, they're coming when they're coming. Um, and um, it's quite a few different people I've spoken to actually, and it's yeah, the NHS have just been astounding. And I think, like you say with midwives and things like that, just having that support with you at every stage, I think has kind of softened that blow. If you can't have a partner, there will not, you know, I think that's, that's kind of, yeah, better, very much a true story for the last, you know, seven, eight months. I mean the eight months of April we've had several already. Um, I mean, if you found like the kind of recovery or just even like they experienced hosts, um, partner with, with your child, we had locked down and everything going on.
Speaker 3:Yeah. I mean, I I've kind of found it. I found it. Okay. I think, I think having a newborn, you always feel like you're slightly knocked down anyway. It's like tonight baby haze and feeding and you kind of can't can't really leave the house, but, um, but I think I was kind of grateful and that my husband was able to take shared parental leave, um, when India was born. So he was with me for around six weeks or so over the summer, which was up to me. Um, but I have found going from jumped from two to three children was seriously, but much more than the jump from one to two. Um, but yeah, but having, uh, having repo around and I had a kind of part-time nanny who was a complete lifesaver and sort of came in and did all the washing and helped cook meals for the other two. And, um, but you know, I think it was just that help at the beginning that when, when, when India was so little that it was so appreciated.
Speaker 1:Yeah. I bet. Cause you've got Georgia who's five and Sienna who's three at the moment. Exactly. So yeah. What was that like? I have to say, cause I, I S I speak as a woman with no children, but I am the youngest of three. So I'd be interested to know what that jump is actually like.
Speaker 3:Yeah. It was interesting. I mean, the girls that she had been brilliant, um, and you know, they're very girly girls and they love their dolls. And I think now they think they've got a real lifestyle, so they kind of play with her and very sweet with the poke and sort of scratch. But, um, but I think, I think when Julia was, was two, when Sienna was born and, and she was kind of too little almost to understand what was happening and she was so jealous and she just couldn't understand why I had a baby in my arms and, and why I could kind of cuddle her. Um, and I remember I was actually at my mom and dad's house and, and she went to the bottom of the garden and literally screamed into, into hedge for about two hours and she was upset, but now this time around, she's delighted, you know, so excited. So it was really lovely to, to see edgy
Speaker 1:Fantastic. And the girls, if they've kind of relaxed in with each other and it's, you know, I was going to say, is it looking like the picture of harmony? I mean, you've got three, three little girls. Yeah,
Speaker 3:No, sometimes I think it's the eldest two, actually that I find the hardest, cause I like one minute fine. And then the next minute screaming at each other and India is actually the easiest of them. Um,
Speaker 1:Yeah, I bet. I bet she's kind of the most laid back one at the moment. Actually I do remember because there's four years between me and my, my middle sister had eight years between me and my big brother. I remember they kind of saying to me, there was like, well into my teens and they, you know, my parents think, oh no, the transition was it all right? I mean, it was a bit chaotic for understandable reasons, but apparently I brought toys when I was born. So they thought, oh, okay, she's cool. Oh, you know, I think I put my brother transformer or my sister and my little pony. And they were like, yeah, that's pretty decent of her. So that was how my parents did it. Did, did you have any other cut up, did you have any like sort of similar tricks up your sleeve?
Speaker 3:You know, we've given them, we gave them presents when they got in, but yeah, I know that definitely definitely softened it, but
Speaker 1:Yeah, I think I would even say that was a quick way. And I think that's, you know, I mean, this is the back in the eighties where my parents did that. I think that's a tried and tested,
Speaker 3:I
Speaker 1:Think, and I love to touch his hair and there, he doesn't say he doesn't know, but, um, see, I mean, you've certainly had your hands full over the summer. I mean, obviously you, you know, you're, you're a busy woman, you've got a career as well. You've got your own business. I mean, how have you found the kind of balance between everything that's been going on over the last few months?
Speaker 3:Yeah. I mean, it's the last six months she and all honesty have been really, really tough. Um, you know, so we founded, I founded a Bronco Beeler with, um, my business partner about 10 years ago and we sell predominantly occasioned web, but obviously, you know, with COVID, it's just, there's been no, no occasions, no ask it, no weddings. Um, so, so actually the business has been really, really tricky. So we've gone through a pretty horrific recess, um, when I was sort of eight months pregnant. So that was, that was the same, but I think, but yeah, I think generally kind of trying to balance business and motherhood is, is, is a real challenge. And I think I've, I've felt a kind of constant strain between my kids and my business and feeling that constant mum guilt from leaving in the morning when they sort of screaming their heads off. Um, and then going back to work when they're so little, but, um, but I think you have to think about it positively and, you know, I'm kind of assessing them and example and, and I hope one day we'll, we'll open opportunities for them as well.
Speaker 1:Absolutely. No, I, I can only imagine, but I, you know, I, yeah, I can imagine there's lots of women that are also independent business owners that can totally sympathize and hear the, kind of, uh, the challenges that you must have, you know, that you guys have undergone with your business, but also what you say about, you know, having children and trying to manage your business as well. Cause you know, your careers and aspirations as a woman, don't stop because you've had children, you know, it's just how you can kind of try and fit the two in with as much, you know, without feeling too much, I guess, like guilt or try to balance it. Um, I mean, do you, have you found kind of almost being at home obviously over the lockdown and stuff has maybe helped with that? Or do you think it's kind of maybe been a bit more chaotic because you know, obviously the girls are at home with you?
Speaker 3:Yeah. I mean, it was definitely chaotic when I was, um, we were sort of in the midst of trying to save the business and I was on constant zoom calls until about eight o'clock every night, but, um, that was really intense and the kids couldn't go out the door, but, um, but she, since now having India and on maternity leave, I've been able to kind of switch off a bit and that she, because I blocked down, it's kind of meant that I haven't rushed back to work so quickly. Um, so I've had that a bit more time with India. Um, whereas with the other two, I went back very quickly kind of three or four months after
Speaker 1:That's good. Of course, I suppose it's those small kind of wins and graces like lockdown is kind of given us isn't it Presents a balance in some kind of yeah. Like grace in some other ways. Um, I mean, you know, tell me about the brand, you know, obviously you do, you specialize in occasion occasion where, and there's some absolutely beautiful pieces, um, with, but it's more than that. Um, you know, it's more than just a fashion label that there's a lot of consciousness, um, and a lot of other kind of, you know, other work that you do. Um, could you tell me a little bit more about that
Speaker 3:Because it's quite nice set up the business about 10 years ago now it seems crazy, but with, um, with the mission really to, well, firstly produce beautiful dresses, um, but also kind of more importantly to help provide employment to victims of trafficking. So, um, so myself and a vignette spent about three months working in an aftercare home with, with victims of trafficking. And I think, um, what we witnessed was firsthand how important the power of employment was to, to really transform these women's lives because, um, by giving employment to them, they were essentially being kind of lifted out of poverty and, and able to then support their families. And, you know, they were given their self-respect and self-worth back and kind of able to then lead a new life. Um, so, so we kind of support a couple of charities they're based in India, which employ these ladies. Um, but they aren't involved in the stitching of the actual garment is that requires a very skilled kind of worker, but more in the cell block printing and embroidery, for example.
Speaker 1:Oh, that's incredible. And, um, I imagine that this is ongoing work for you guys and, um, I mean, like what's the kind of, have you felt the effect of this if you've seen the sort of success stories come through from, from this foundation?
Speaker 3:Yeah. I mean, they've, um, they've been able to, well, the couple of projects that we're working with have been able to expand and, and one of them's employed a further kind of 50 women and then another one we've just, um, actually through our, a trust, we, um, we funded a kind of block printing facility, which then could, um, could employ a further kind of 20 women or so, so, so I think it's, it's about, um, yeah, creating sustainable employment and kind of doing our bit on that.
Speaker 1:It does, it really does sound like it's having quite a ripple effect as well as you're kind of working in these key areas and they're able to expand. That's incredible.
Speaker 3:Yeah. That's great. I mean, we'd love to do a lot more, but you know, the moment our business has slightly been put in hibernation. So we're, you know, with not many people buying for occasions and things, but yeah. I mean, I think come next year, we, we definitely want to accelerate all of that work and carry it on. Oh, absolutely.
Speaker 1:I think, I think all of us will be barely indoors next year. I think we'll be desperate to get dressed up and actually go out and actually have a wonderful time. But
Speaker 3:I do think I've done that in about six months.
Speaker 1:Oh no, honestly you should see how sometimes I dress to the supermarket just to be like, no, I'm going to put on something really fancy. I'm going to do it. This is my trip of the day. Um, but it's, it's interesting though, actually, because obviously you need occasions to have, you know, the, you know, the kind of, um, to be able to support that keynote with the businesses that you're doing, that obviously there has that knock on effect, the trust that you're, you know, and the women that you're trying to work with. I mean, do you think though with like luxury fashion brands, such as yourselves are going to, they're kind of changing shape? I mean, I see a lot in the news as well that almost having that bigger understanding about the sort of supplier chain and where your clothes come from is becoming more and more part of that buying consciousness. Do you kind of see and feel that as well yourself?
Speaker 3:Yeah, definitely. We do. I mean, I think it's kind of the responsibility of every brand, you know, luxury or not that, you know, they need to be doing more ethically and environmentally, but, um, I think I kind of see customers as such a driving force really in that and need to continue to be kind of challenging brands to do more. Um, and you know, we're finding a lot more of our customers becoming much more aware of, you know, how, how has, how has this dress made? What impact has that been on the workers who stitched and manufactured the, the Garmin and, and kind of the, the impact on the environment. Um, and I think we've seen a real shift actually now probably more so than ever, you know, when we started up 10 years or so ago, people were sort of beginning to talk about it, but I think now we see a real shift in the way the consumers kind of demanding it to be an intrinsic sort of part of the brand.
Speaker 1:Mm. And how do you think, you know, obviously yeah, like you touched there, it's a very good point actually on the sort of more fast moving consumer goods, you know, that faster fashion brands and things they have, you know, they've got a real, huge responsibility to play in this. Um, as much as like the smaller boutique brands like yourself, that, you know, you can have a bit more direct involvement and control over how your, how your business is run. It's these larger brands as well. That need to have a bit more accountability. I mean, how, you know, obviously that's within sort of fashion as a, as a primary cause I know, you know, they are a huge drain, like, like you say, especially environmentally. Um, do you see any kind of big changes or shifts that are coming through on sort of like children's clothes and nursery products?
Speaker 3:Um, I mean, um, I definitely have my, um, my wardrobe HQ, which is actually when we K's first kind of fashion retail marketplace, as you stocks be less that you can, um, you can rent dresses for the day or for a couple of days. Um, they've recently launched my wardrobe kids. So you can, you can essentially rent a beautiful kind of Mary Shantelle dress, for example, for the day, if there's a birthday party or a special event. And I suppose just, you know, encouraging people to, to buy less,
Speaker 1:That's a great idea, especially with children's wear because you know, you know, you want them to, like you say, like birthday party, you want to get them something really beautiful and special, but they're also going to grow out of it in about 20 seconds. So, you know, buying for that one occasion repeatedly, they could use their service and just, you know, really effectively rent and then return and other people can get to use the same items.
Speaker 3:Exactly. Exactly. No, it's brilliant. It's a brilliant concept. And I think, and I think, you know, the same with eye candy. I love my peach buggy and, you know, you're able to change the newborn to toddler and it has got a step, so my middle can kind of stand on it. And my oldest often fights for her spot. She's so lazy and hates walking, but, um, because it sort of adapts as the children grow up and similar with the, with the, my chair as well as sort of adapt as your child grows. So
Speaker 1:Yeah, I mean that's yeah, exactly. I mean, that's always at the core of what we do. Obviously we want to provide something that's absolutely future proof, so you can, it can adapt and change and develop where the growing family, but also, you know, they have a huge sort of afterlife, you know, um, and anything we can do in that respect of not, you know, filling landfill unnecessarily. Um, but also, you know, it's an effective way to use space. You know, we w we also always keep the kind of our families in mind. Um, like you say, on the mic check, it's, it's a great modular piece of furniture, but it doesn't, it's not eight chairs. It's one I can adapt. So it's also good. If you've got three little girls in the house, you don't want to have multiples of chairs. So, but, um, but that's, that's a really exciting thing. And I know definitely that kind of leading the force in sustainability when it comes to fashion, it's actually, you know, the use of renting and secondhand, whereas, and especially with, you know, much more sort of, I suppose, higher end products because they're built to last and they can, they can absolutely be, you know, used and borrowed and rented a number of times because of that high quality finish that they have.
Speaker 3:You know, I think
Speaker 1:That's fantastic. So, I mean, are you making your, obviously your cows are still very little and, um, but the work you're doing is, is hugely important. Like how are you, how are you kind of, are you able to kind of introduce these sort of things and the, you know, to them at such a young age, or is it definitely something that you, you, you would want them to get involved in as the,
Speaker 3:Yeah, absolutely. I mean, I think when, when they're definitely old enough, I would love them. You know, I'd love to take them out to India, meet the women who, who, uh, who are kind of working, um, in these projects and, you know, who've been through pretty dark times and, and I think it's pretty humbling to go back there when I go back there, which is not a hugely often, but, you know, to see their, their smiles and how happy they are and to see their resilience, it's really, really moving. And I, you know, I'd love for them to see that and witness that and, um, and kind of to instill that in them at kind of a young age. Um, but yeah, but I'm when I was sort of little, my by dad would take us off to homeless shelters for Christmas and we'd help serve out soups in them. And I remember I really didn't want to go, but actually afterwards, it just had a real impact on me and kind of, you know, you should appreciate what you have. And it's a really crucial thing I think, to do, um, to do with your children.
Speaker 1:No, I absolutely think so. And I think especially, you know, how COVID, and obviously the lockdown has impacted so many people like yourself you've even been affected by it as well. Like, you know, in many, many different facets as there's families all over the UK, they are experiencing hardship that they could never have expected. So I think actually, you know, like you say, even from when your dad used to take you to soup kitchens and stuff like that, it's so important to understand how this is affecting everybody in kind of building that community more. So now, amongst us all, to support each other in, you know, in our communities more than ever. Um, I mean, you're looking at Georgia, you know, thinking, oh gosh, he's five. I mean, have, um, I'm sure you've been potentially bogged down with homeschooling, is these, are these themes that, you know, potentially you've been able to kind of incorporate in some way whilst you've been, or she's been at home?
Speaker 3:Um, well, homeschooling hasn't gone so well that, every time I put out a phonics book do screen, so I sort of gave ballbuster about day two. I have to say I wasn't great with that. Um, but it's just
Speaker 1:Building those conversations dresser as a young girl. I have to say that doesn't make me smile. I mean, likewise, I don't have any kids. So my lockdown experience has been very, very different, but I have seen some very, very tired candy ans who have had varying age kids. Um, some even sitting in on calls trying to do maths homework, and they're just like, Ugh, like this isn't impossible.
Speaker 3:I mean, actually Georgia had a zoom ballet class the other day, which was quite good actually. Um, did
Speaker 1:You take
Speaker 3:Part and then lost it for about two minutes, but, um, yeah, no, it's funny times for them. I think we'll probably look back and think, you know, they've definitely been deprived of the play dates, but you know, they've, they've kind of adapted to it quite, quite well.
Speaker 1:Yeah. I mean, you mentioned about online ballet classes and stuff. Have they, have there been any kind of really useful online tools for you that you've found have been that have been brilliant and you think like YouTube or anything like that?
Speaker 3:Yeah, we have, we've done a bit of YouTube. We've done. Um, yeah, I mean, we have, I've just sort of tried to get them out quite a lot. We were over the summer, we sort of went up to Norfolk and that, and we were sort of right by the beach and so tried to get them out and off the, off the screens and everything like that. So, um,
Speaker 1:Yeah, I know again, no mean feat sure.
Speaker 3:I had to get
Speaker 1:Up and out all that kind of stuff. Well, hopefully as we're, as we're approaching the end of the year, a bit of normality will come by. I mean, you're saying that, um, George is back at school in Santa is a nursery. Like how have they responded to that? Cause I know obviously it's, it's quite a different setup in some ways from what they're they're used to.
Speaker 3:Yeah. I mean, they've sort of been fine. They're there. Um, Georgia actually went back to school, um, probably in end of may, June time. So she, she couldn't miss out a huge amount at school. Um, but now they kind of, they've adapted pretty well on that back in my routines. They're all fine.
Speaker 1:It's like kids are kind of get like that. Aren't they just show them a new norm and over time get used to it. I mean, how have you, um, how have you found the whole experience? Cause I know of, I mean, I've been working from home now since when it kicked off at the end of March. Um, and I kind of joke with my colleagues, you know, they, it went from working from home to living at work kind of is now, um, you know, certainly certain rooms are now in my house very much. Like if I go into that room, I'm sitting at my I'm sitting at my emails. So that room is kind of almost barred at the weekends. Have you found any kind of, I mean, I've granted a year, you know, you're going home maternity, but how have, was there anything that you particularly struggled with or any kind of particular things that you, you know, that helps you kind of try and draw a line under work at one point and be with the family or others?
Speaker 3:Yeah, I mean, I, I, it was pretty intense. I think I was working kind of all hours, but, um, kind of during lockdown, but as she, now, my husband's kind of taken the top attic grim does kind of venture up upstairs to it. Um, but actually it's been, it's been kind of really nice having him around, you know, as I'm sort of taking maternity leave, it's nice to have around the house. Um, but actually we were saying today, I think it's because he's not commuting. Um, he's definitely working, working very hard and there's not mean cools and, um, lots of work going on. So
Speaker 1:I'm sure there's lots of people, I don't know. Definitely for myself, I've fallen into that trap. You know, you kind of what you save on commuting, you know, find yourself just sort of working longer hours because you just think, oh, well I'm actually at home already. What's another half an hour to finish that email, you know, but it's, um, it is quite a dangerous, they just trap, but it must be, yeah, it must be nice. Even if he's bothering, you know, upstairs working his full sort of nine, 10 hour days just to have him around.
Speaker 3:It's been really nice,
Speaker 1:Brilliant stuff. So what do you think is, um, coming up for you in the next few months with trust and you know, all these kinds of amazing projects you've got going on, is there anything in particular that you're, you're setting your eyes on or are you just getting through the next peak months of maternity for the magazine?
Speaker 3:I mean, my, my business partner, the vineyard has been sort of holding the Fort, so I'm probably going back to work, um, the beginning of next year at some point. So, so yeah, I mean, we're going to be opening the store again. We have a store on Elizabeth street, um, and then, and then kind of ramping up for summer, but it's, it's sort of still quite unknown as to what events are going to be taking place and what, you know, what the landscape is going to look like where, but, um, but yeah, I mean, I think, I think definitely relooking looking at, and restrategizing, you know, our business model and looking at, you know, for example, more D where, and, and more kind of, um, things is that transitional pieces that you can work kind of from, from drop-off to sort of, to a wedding, you know, that, that you can kind of style style differently. And I think that's what people are looking for, you know?
Speaker 1:Absolutely. I think if we, you know, if this carries on and, you know, working from home becomes more of a, like, uh, definitely more of a normality and a more of a permanent thing. I, I just request that you look at lounge wear that we've all fallen into this horrendous trap of nets. Um, but I, um, maybe just, you know, do a really lovely line of like really fancy zoom tops or something just to help us all slowly get back into the psyche of, you
Speaker 3:Know, pajamas, oh my God do
Speaker 1:Place like a really fancy Kashmere set and be like, this isn't, this isn't your usual lounge wear. Um, cause actually we were just joking actually on a, a chat channel this morning and just being like, oh my God, what is that going to look like? You know, broke up. Like, you know, they have quarantine 15, you know, they kind of weight gate, always kind of stuff. We're all in elasticated, waistband, lots, some software
Speaker 3:Baby is fine, but,
Speaker 1:But I have just made SASA. I, but yet I don't think like that, that, that would be warmly received pretty a bit more luxury, you know, um, something a bit more fancy for the home. I think that'd be brilliant, but um, fantastic. Well look, thank you so much for spending the time and having a chat with me this afternoon. It's been absolutely brilliant just to go through everything that you're, you know, and really touch on some of the amazing things that you've been doing and also all the while juggling three little girls in the mix as well.
Speaker 3:Thank you. I know. Thank you so much for, it's been a pleasure to talk to you.
Speaker 1:Fantastic. Well, yeah, take care and we will, uh, yeah, we'll speak soon To find out more information about the topics covered in today's podcast. Please go to the eye-candy blog page on www.eyecandyworld.com forward slash icy life where you'll find all the relevant links. I can't. He is a proud supporter of great Ormond street children's hospital charity COVID-19 means the hospital is facing new challenges and needs more support than ever to continue the life changing care and researched for seriously ill children. If you are able to support, gosh, please head to our dedicated fundraising page on www dot, just giving.com food slash company four slash eye-candy.