Green Is The New Black - A Thoughtful Pause

Green Is The New Black - A Thoughtful Pause

Dear valued customers,

As the holiday season approaches, I want to take a moment to share an important decision with you.

We The Earth has made the conscious decision not to participate in the Black Friday and Cyber Monday frenzy. We've spent countless hours contemplating what truly matters to us, and we want to be transparent with you about the reasons behind this choice. Being a young business, it's hard to compete on discounts, small profit margins and mass-imported goods.

While Black Friday, Cyber Monday, Thanksgiving and Christmas have a pretty bad rep for being a generator of a lot of... stuff, we have taken a step back to reflect on the values we hold dear.

  • Mindful Practices: By opting out from BFCM, we aim to discourage impulsive buying and emphasise the importance of conscious, intentional purchases that align with our shared commitment to environmental responsibility.

  • Competitive Pricing Year-Round: We want you to choose our products because you genuinely love them, not just because we're on sale or offering heavy discounts! The proof is in the pudding and we stand firm by our high quality offerings. Rather than concentrating our promotions on a single day, we believe in offering fair pricing throughout the year. This way, we can stay true to our commitment of providing consistent value without adding to the hustle and bustle of events like BFCM.

  • Celebrating Gratitude: As we enter this season of gratitude, we wanted to express our thanks for your incredible support since our launch in August 2023! We're excited to introduce our first-ever giveaway this month (details are coming in our next newsletter), as our way of celebrating the meaningful connections we've forged with each one of you. It's more than just business; it's about the relationships that make our community so special.

We understand that BFCM has become a tradition for many, and we respect the choices of those who choose to participate. However, we believe that our decision reflects our dedication to creating a brand that stands for more than just products — it stands for ethical values, mindful decisions, and closely-knit community that truly adore our creations, making them their top choice for daily wear.

Thank you for your ongoing support and understanding. We look forward to continuing this journey with you, focusing on what truly matters.

Warm regards,

Sally Tam-Hadi