Founder of Ettitude
“Back in 2006 when I just moved to Australia from China, I wasn't aware of the world's climate problems because it was not being discussed much in China at that time.
Although there was not too much of a culture shock for me as a new immigrant, there was, instead, an "awareness shock" on the environmental issues our planet is facing. I just couldn't see myself remaining in my old job anymore. I was helping international giant retail chains to source price competitive giftware and homewares in Asia, even though I knew these products were often of poor quality, which encouraged an unsustainable lifestyle of overconsumption. Most of those products will be used once or twice during the holiday season and end up in the landfill as they were not designed to last but to make the chain stores the highest profit margin.
Hence, I started to research and develop my own product line, with the idea of well-designed, well made and sustainable products in mind. The idea for Ettitude hit me when I was shopping for bedding for my first home in Melbourne. I was in shopping centres for hours hunting for the perfect sheets and was very frustrated by the fact that affordable bedding was of very low quality, while the more comfortable options were outrageously overpriced—not to mention the lack of any eco-friendly choices.
I came up with the solution for my frustration—to build a business from scratch offering premium quality, sustainably made, healthy bedding essentials at an accessible price, and sell online directly to consumers bypass the bloated supply chain, expensive designer licensing fees that are often passed onto them by traditional retailers—and I never looked back!"