Can you tell us a little about yourself?
My name is Ruby Sinclair- I’m the founder of new brand, Girl of the Earth! I’m originally from New York City, but moved to London at 18. I recently graduated from London College of Fashion with an Masters in Fashion Entrepreneurship & Innovation. I’m currently living between London and Copenhagen with my Danish boyfriend and black pug, Tyberius.
What exactly is Girl of The Earth?
Girl of the Earth is a womenswear accessories brand where we travel and shop for you, bringing back unique curated items from far corners of the world. Everything is super limited, not just because non-mass production is environmentally friendly, but also because our items are bought from genuine artisans in far and foreign places, who can only make so many at a time. We love this because it sucks to wear the same thing as everyone else!
What inspired you to start Girl of The Earth?
Travel has always been wildly important to me. I would really sacrifice almost anything to see the world!
Between living in London, visiting close family in Spain, having many overseas friends, and just generally seeking out travel, I found myself travelling quite a bit— and of course would always shop when abroad, searching for unique local products I couldn’t buy at home.
I would often return from trips to friends asking to buy them the same items next time. After bringing suitcases filled with necklaces from Turkey, sandals from Greece, and espadrilles from Spain, an idea sparked that is now Girl of the Earth!
How did you come up with the name?
Coming up with a name for the business was a huge challenge. After a lot of brainstorming, we settled on Girl of the Earth.
It loosely explains the business, as our products come from all over the world. The word Earth also somewhat implies our ethical/environmental values. Lastly, we think the name has Boy of London vibes, which was a huge influence!
Your womenswear is from all corners of the world; can you tell us about
Every month, we have a new product from a new place. We actually travel and shop for you, bringing back unique artisan made items that you can’t get online or at home. We often even fly in our products by suitcase! When you by from us, you’re supporting local artisans in local communities around the world.
For example, we just got back from a tiny island in Southern Croatia, where we found beautiful Adriatic coral jewellery. It’s typical of the region, and has been handcrafted there for hundreds of years. Two styles of earrings stood out to us particularly. While we definitely look for high quality items, today’s style and trends are the most important to us. We only choose awesome items that we walk out of the store wearing, and believe you will want to wear right now, also.
We placed an order with the little old Croatian woman handcrafting the earrings, and now they’ll arrive in November for Girl of the Earth’s monthly item!
Is there a favorite product?
We’ve just launched 6 weeks ago, so we’re not too sure yet— but our espadrilles have been selling out quickly, particularly the Salamanca style.
Espadrilles were a very deliberate first monthly item, as I’m half Spanish and spent childhood summers around Spain with mom and grandparents. I’ve worn espadrilles for as long as I can remember, and never feel more myself than when I’m wearing them. For me they’re comfort and summer— and they were my most demanded souvenir for friends before starting Girl of the Earth!
What is your favorite part about running Girl of The Earth?
I love bringing customers accessories they can’t get at home. No one likes to walk down the street and match a stranger. I also love supporting local communities around the world. These artisans use age old craftsmanship, but often don’t have the capabilities to market their products. Girl of the Earth is connecting customers to (very cute) products in demand that they wouldn’t otherwise have access to buy.
What is your least favorite part about running Girl of The Earth?
Because the idea is so innovative, it can sometimes be hard to explain the concept of buying from local artisans in foreign places and reselling online. The good news is that means we truly have zero competitors 🙂
How do you spread the word about your company?
We’ve been gaining a lot of traction via Instagram. Because our brand revolves so much around travel, our posts are naturally really engaging, featuring different cities and local products with a story.
Furthermore, a few stylish bloggers have recently been wearing our products. Hopefully this will spread the word more!
Do you have any advice for fellow entrepreneurs?
Don’t tell anyone about your idea until you’re making sales. I found that people, even with zero experience, really love to critique and give unsolicited advice. Once you have the business up and running, people don’t feel as inclined to change it, and start to just support you!
Do you have a favorite quote or go to saying?
If it’s not black, put it back. (I’m from New York City after all!)
Is there anything else you would like to share with us?
I would encourage everyone to follow us on Instagram! We have different products with different stories every month, and the best way to keep up is @girloftheearth!
Here’s our Expert’s guide to wearing and caring for your Spanish espadrilles:
• Avoid wearing them in the rain— their rope and canvas is dense and seriously takes forever to dry.
• Tie them by first crossing behind (not in front of) your ankle— they’re cuter and more flattering this way.
• Knot the ends of each tie (for long lasting).
• When people ask where to get them: “sorry, I got them in Spain!”