After working for Creative Review magazine in London, Safia’s travels in Asia brought the reality of social injustice and environmental devastation front of mind. She decided to use her experience in marketing and publishing to promote social, arts and environmental publications and organisations.
In 1989, she moved from London to Tokyo where she turned her interests into a campaigning organisation, Global Village out of which People Tree Japan was launched. People Tree became the highest profile Fair Trade company in Japan, with over 1,500 stockists and three flagship stores. In 2000, Safia launched People Tree in London and today the company sells in 700 stores globally. Safia drove the business as CEO, Creative Director, Head of Fair Trade supply chain development and led its promotion through marketing and PR in Europe and Japan.
After a long and successful career, Safia has taken a step away from operations to focus on promoting the ethical fashion cause beyond People Tree and sharing her knowledge and experience with others who want to put social impact and sustainability at the heart of their commercial or social business.