Q+A
Q What inspired you to start the movement?
I’d been working in advertising for almost a decade and I found I was becoming more and more unhappy with how it made me feel; one of my jobs was to increase children’s chocolate consumption. I was a big fan of Le Creuset, which was also one of my brands, and my sister bought me one of its beautiful pots. The feeling that the pot gave me sparked the idea. I wished that everything I owned was like this; something that was both useful and beautiful, that would last forever. So, I began searching for websites that sold things that were built to last, but I couldn’t find any. I couldn’t stop thinking about the impact it would have on the world if people bought things to last. I thought it would make a good business concept, but I had no idea how to monetise it.