BEYOND THE BRAND: AIMEE KAY FROM BOHOME + ROAM

A week back I added a new brand to the ‘Brands For Good’ directory. This brand, however, wasn’t like any of the other brands I’ve spoken about as instead of it being a clothing brand, it’s all things accessories and homewares. Bohome + Roam has partnered with a multitude of fair trade artisians from all around the globe and uses their platform to help make a difference in each individuals lives.

As with all brands that I find now that I think are doing epic things and i’d personally invest my money into I want to go one layer further -I want to know the person beyond the brand. I want to fully grasp why the individual started the brand off, their challenges they’ve had, who made the clothes along with some basic questions that help to really get to know the person beyond the brand.

If it’s not already obvious today’s interview is with Aimee Kay, the founder of Bohome + Roam. Enjoy!


WHAT MADE YOU START BOHOME+ROAM?
B+R is a collision of values close to my heart: wanderlust, meaning, humanity, freedom, equality, passion, and beauty.  The underlying ethos has been nurtured over many years, and after our free-spirited gypsy was born, she propelled me to put my ideas into action.

WHAT HAS BEEN THE MOST CHALLENGING THING YOU HAVE UNCOVERED SINCE BEGINNING?
Every day is a challenge! I’m having to consciously prioritise working on the larger projects and scheduling my time better, rather than defaulting to the tasks that I find easy or that are enjoyable. The list only grows! I’m a dreamer, and I’m constantly having to tame down my ideas and focus on what’s ahead of me.

IS THERE SOMETHING YOU WISH YOU HAD KNOWN BEFORE YOU STARTED?
I can’t do everything myself. I’m currently growing a tribe of talented people who also believe in BOHOME + ROAM which is really helping the brand grow and freeing up my time for focusing on strategic planning. I wish I’d spent more time understanding my target audience before launching.

BEST PIECE OF ADVICE YOU HAVE EVER RECEIVED?
Ohh this is a tricky one, I’m forever being inspired by so many sources. ! I love to learn and grow. My Nana and Grandma taught me to extend myself beyond what I thought was possible. With my background is in Psychology and I’ve become very drawn to values based action. Success can only be truly felt by the individual choices you make that align with your values, not through achieving ‘goals’ or life ‘milestones’. Think journey, not destination.

ONE BOOK EVERYONE SHOULD READ? WHY?
Life of Pi. One of my absolutely favourite books which nurtures curiosity for the world, magic, kindness, adventure, and hope. This book satisfies the animal lover inside of me and I can’t wait to read it to Georgia.

IN THE SCOPE OF BOHOME+ROAM, WHO MADE YOUR PRODUCTS? CAN YOU TELL US A BIT ABOUT THEM?
Our products are made in fair trade workshops throughout the developing world.  Our current suppliers are in partnership with artisans in Guatemala, Mexico, Peru, India, Senegal, Ghana, Uganda.  Many of our suppliers are members of the Fair Trade Federation or Fair Trade India, or at the very minimum operate under the Fair Trade principles. We are a social enterprise and Fair trade is our underlying ethos.

WHERE DO YOU ENVISION BOHOME+ROAM IN THE FUTURE?
The BOHOME + ROAM journey is forever evolving.  We’re pretty excited about meeting some of our suppliers in India when we travel there in September. Our next step is to lead design collaboration directly with the artisans and create new connections. By minimising the gap between artisan and designer, we’ll be helping to make fair trade products more accessible to the mainstream customer.

WHAT INSPIRES YOU TO DO WHAT YOU DO ON A DAILY BASIS?
Ultimately, the work is meaningful and it aligns with my personal values. I love being my own boss and it’s very empowering to be accountable for my own time and choices. BOHOME + ROAM gives me the freedom to live my life in the way I want to.

DO YOU HAVE A MORNING ROUTINE? IF SO WHAT IS IT YOU DO TO SET YOURSELF UP FOR THE DAY AHEAD?
Coffee coffee coffee. It’s totally cliché; but, I have a caffeine addiction. My day hasn’t started until I hear the whistle of our stovetop barista espresso maker. In all honesty, NZ brews some of the best coffee in the world and I love that fair trade coffee is becoming more readily available here.

ARE THERE ANY OTHER MOVERS & SHAKERS OUT THERE IN YOUR WORLD THAT YOU THINK PEOPLE SHOULD KNOW ABOUT?
Kate Gumbrell is really carving her name for herself in the ethical living space. She’s one of the most authentic, fun and inspiring humans I’ve met recently. I love meeting people who are working hard at aligning their behaviours with their values. I’m also a big fan of Cielo Collective. Based in Noosa, Skye and Moacir design the most beautiful bags and clothing which are handcrafted in Mexico and Guatemala.  All fair trade of course!

&  there you have it! Another interview with another epic legend down! I hope you enjoyed learning more about Bohome + Roam, I know I’m getting all the more excited about the state of what the world is becoming with every one of these interviews I do.

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