bemoreeco

5 minutes with Elaine Dutton, Director of Pure Design 

Tell us about your business? 

Pure Design is an online eco gallery that promotes and sells the work of talented UK designers. We seek out new designer eco accessories, brining work out of the gallery or artists studio and to your door. 

What makes the company a great place to work? 

At the moment we are very new and so I am the company! But I do work very closely with the artists and designers we represent, and meeting them and hearing about their work is truly inspiring. 

Who do you most admire in the green industry? 

I suppose my ultimate shining star is Anita Roddick.  She achieved so much, and challenged preconceived conceptions about how a business could be successful and green and ethical. On a more day to day basis, I would have to say it is the artists, designers and other green entrepreneurs I meet – there is a great sense of being part of something that can make a real difference. It’s really motivating.

What is the most rewarding part of your job? 

The moment when I tell a new customer or colleague about a product or artist and they say ‘that’s amazing’. It’s great sharing my enthusiasm for what these talented artists and designers are doing with others. I suppose it’s a little bit of a missionary exercise, converting people to the ‘green’ side…

If you could change one thing in the green retail industry what would it be?  

For it to be mainstream and not niche – I think eventually we will get there, but one step at a time.

What advice would you give to someone starting out in the industry today? 

Make use of all the fantastic networks and business support organizations out there. Business Link, Striding Out, London Rebuilding, KX Creative – there’s loads and they are all there to help you. 


Second thing is you must listen to advice – it’s easy to be headstrong and follow your dream but sometimes you need someone to bounce ideas off and have a reality check from.

What is your vision for an ‘eco Britain’? 

Wonderfully designed interiors and everyone wearing beautiful eco fashion! And happy people. 

What is your number one Eco Christmas Idea? 

Snuggle up with your family by a log burning stove and under an organic throw (!), toast chestnuts, and turn the central heating down by a degree. 

What is the most important piece of information you have ever been told? 

Success in business is 99% perspiration, 1% inspiration. 

If you were prime minister for the day, what one thing would you do? 

I’d probably end up donating vast sums to aids orphan charities in Africa. Although my business is an eco one and I do my best to be green – I think my heart would rule my head and this is a cause I feel very strongly about.  

Please could you also tell me your top gifts for Xmas? 

• Nina 18ct Gold (ethically and ecologically mined – will be on site next week), £1,364.00.

• 
Karin Helena Turner Designs Eco Gift Wrap, £8.50 for 5 sheets
Bamboo
• Baby Bodysuit & PJ Gift Set, £65 (free shipping)
• 
Firehose Washbag, £50
 Firehose Card Holder, £30 
Firehose Tote, £180
• Diskette Bracelet, £45

• The Howgill 100% Wool Throw, £150

• Treat! Esther B , Vintage lace and silk evening bag, £525