RORY’S RESPONSIBLE INITIATIVES
Rory believes that truly effective and joyful wellness starts from sustainably created products and routines.
As Rory discovered that climate anxiety causes sleep disturbances and insomnia among current generations, it has become even more important for the brand to ensure that it cultivates holistic well-being for both people and planet. For this reason, Rory bases her strategy around four pillars of responsible operation:
DERIVED FROM NATURE
Rory believes in the nature’s power to have a magical impact on humans’ well-being. That is why the brand’s holistic range maximises the use of organic, vegan and cruelty-free ingredients and fibres. The aromatherapy and personal care collections are infused with 100% natural fragrances, while the sleep accessories are made from 100% organic cotton, silk and wool that can further be recycled and re-purposed into new joyful pieces!
FOUND COMMUNITY
Conducting all the sourcing, production and operation activities near-shore allows Rory to not only feel more in control of all the processes and make pivotal decisions more efficiently but also support local business and creators. The brand takes particular pride in collaborating with UK-based product designers and essential oils breweries that always welcome Rory’s creative outbursts and are completely on-board with her mission and vision!
GIVEN BACK TO NATURE
There is nothing more joyful for Rory than watching people being creative and seeing the nature bloom. Yet, she is aware that the nature’s resources are often sacrificed for humans’ creativity. Hence, Rory does her best to optimise her strategy by minimising production waste, prioritising quality to allow for long-term consumption, and using recyclable materials to extend the lifespan of products across multiple cycles. Creativity done mindfully!
CREATED COMMUNITY
Rory was once told that a business with purpose exists to not simply address unmet demand but also connect like-minded people. Following this advice, Rory created the online Cloud Community with access to expert advice, well-being support, meditation sounds and more. This initiative allows the brand to bring together individuals for mutual support and cultivate sustainable and effective wellness routines together!