NEWS
from
A Division of Mocha Club 1512 Compton Ave Nashville, TN 37212 www.livefashionable.com www.themochaclub.org
Amy Gwaltney Director of Communication amy@themochaclub.org 453.987.6754 FOR IMMEDIATE RELEASE Feb 17, 2011
FASHIONABLE RELEASES NEW SCARF DESIGNS NASHVILLE, Tenn. — New scarf options come with a new price for fashionABLE customers. The organization released 17 scarf designs Tuesday and increased scarf prices to maintain economic sustainability for the women involved. “We still have to cover our costs or we are not running a sustainable business,” said Barrett Ward, founder of fashionABLE and Mocha Club. “We have to create enough margin for them to meet the needs of their fluctuating economy.” FashionABLE’s focuses on providing sustainable jobs and income for women in Ethiopia. The organization increased prices to continue this commitment and remain viable. With production located in Addis Ababa, Ethiopia, this increase will compensate for operations such as training new women, shipping and materials. As a nonprofit, fashionABLE benefits the women in Ethiopia directly so they may continue working and providing for themselves and their family. Operating margins also affected fashionABLE’s involvement in retail and online sales. To continue providing a readily available option in stores, prices increased to meet demand while still addressing the needs of the women in Ethiopia. FashionABLE continued to meet demands by expanding its product line. The nonprofit offers six scarf styles in a number of colors, totaling 36 options. The newest style, Meselu, features extra length with a lightweight and sheer fabric. Each scarf received its name from a woman weaving the scarves; Meselu is the name of one of the women who produces this scarf. Her job with the organization has made her “most hopeful for her son, Eyob, and the future he now has because she is able to send him to school,” Ward said. ((more-more-more))
The Meselu scarf’s longer length adds variety to its appeal and possibilities; it can be worn as a neck scarf or wrap. The scarf comes in white, amethyst, avocado, marigold, plum, seafoam, teal blue, brazilnut, tangerine and charcoal gray. It can be purchased online for $38. In addition to the Meselu, the lightweigh Etanesh collection features seven new colors; marigold, avocado, plum, seafoam, tangerine, brazilnut and amethyst. This stretchy scarf features textured stripes and sells online for $32. The original “Bezuayhu,” “Dember,” and “Mulu” scarves are still available for $28; all scarves can be found online at www.livefashionable.com and at various retailers in Nashville and Knoxville. “These women have been exploited due to poverty, yet with the creation of fashionABLE, consumers have the ability to provide opportunities for these women so they may create a new future,” social media coordinator Annie Downs said. Other women working in Ethiopia include Bezuayhu, Dember, Mulu and Etanesh. FashionABLE customers can read the stories of each woman on fashionABLE’s website and remain confident in their purchase and its benefits. FashionABLE is a Mocha Club venture. FashionABLE, a nonprofit, promotes sustainable and responsible consumption. Each scarf purchased creates jobs for women in Ethiopia. These jobs allow the women to contribute as working citizens and free themselves of dependence. Mocha Club serves as the parent organization of fashionABLE; it is a nonprofit dedicated to providing aid and development to the nation of Africa. Mocha Club concentrates its development in five project areas with projects in South Africa, Ethiopia, Sudan, Ghana, Kenya and Zimbabwe. Mocha Club members contribute $7 a month, equivalent to two mochas or coffee drinks, which proceeds to the project area of their choice. Mocha Club also utilizes marketing through associated artists such as Lady Antebellum, Dave Barnes, Sanctus Real and Matt Wertz. ### Contact Amy Gwaltney at amy@themochaclub or 453.987.6754 for more information on this topic. Please visit www.livefashionable.com and www.themochaclub.org for more information about these organizations.