Transparency allows ethical ceramic business to prioritize authenticity
“Transparency is synonymous with authenticity. “
“It gives you peace of mind and ensures that only those who have invested time and effort in growing the brand reap the rewards. “
“It gives you peace of mind and ensures that only those who have invested time and effort in growing the brand reap the rewards. “
David Richards
Founder, Windhorse
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David Richards' retail business had just begun.
Although I had considered it “quite pleasant”, I couldn't imagine that I would go on to launch a successful company.
It happened when he traveled to Thailand while enjoying a sabbatical year in his career as a broadcaster.
Thailand was everything David hoped for and more — colorful, exciting, and most of all inspiring. “I met extremely talented artists,” she recalls, “who made unique and surprising products.”
After having captivated him with their works, these artisans did not have to try too hard to convince him to take a small batch of products so that he could sell them on his return to the United Kingdom.
Although I had considered it “quite pleasant”, I couldn't imagine that I would go on to launch a successful company.
It happened when he traveled to Thailand while enjoying a sabbatical year in his career as a broadcaster.
Thailand was everything David hoped for and more — colorful, exciting, and most of all inspiring. “I met extremely talented artists,” she recalls, “who made unique and surprising products.”
After having captivated him with their works, these artisans did not have to try too hard to convince him to take a small batch of products so that he could sell them on his return to the United Kingdom.
Create a network of creators
The truth is that the products that David took home were very well received. In a short time, his network of Thai artists and craftsmen had grown, and he was working to get more products to sell in art-sanity markets across the United Kingdom.
“At the beginning, I considered it a company to combine with my daily life. I wasn't looking for big sales or big profits. For me, it was enough if I could cover the expenses and could support the artisans I worked with.”
So, for a few more years, he let the business grow organically.
In 2015, the contacts he had made in Thailand led him to a local factory run by a family that produced hand-painted ceramics with the characteristic drawings of the rainbow.
It was an unbeatable opportunity: to support the factory and distribute an assortment of A-level ceramics. In this way, he developed and registered the Windhorse brand.
He then developed and registered the Windhorse brand. <br/><br/>From day one, David's goal for Windhorse ceramics was to support the incredibly talented artisans and artists from the beautiful and distant country that he’d fallen in love with.
“At the beginning, I considered it a company to combine with my daily life. I wasn't looking for big sales or big profits. For me, it was enough if I could cover the expenses and could support the artisans I worked with.”
So, for a few more years, he let the business grow organically.
In 2015, the contacts he had made in Thailand led him to a local factory run by a family that produced hand-painted ceramics with the characteristic drawings of the rainbow.
It was an unbeatable opportunity: to support the factory and distribute an assortment of A-level ceramics. In this way, he developed and registered the Windhorse brand.
He then developed and registered the Windhorse brand. <br/><br/>From day one, David's goal for Windhorse ceramics was to support the incredibly talented artisans and artists from the beautiful and distant country that he’d fallen in love with.
I am very pleased to be able to allow some incredibly talented people to make a living doing what they enjoy. I think that's the best motivation to have a company.Susan PetersenChairwomen & Chief Brand Officer, Freshly Picked
Protect talent
Unfortunately, Windhorse's growing success soon attracted the attention of violators. “They took Windhorse products, copied them and sold them as originals.”
Something had to be done. And it had to be done fast.
For brands like Windhorse, the implications of counterfeiting reach beyond customer and company.
For starters, their products are made in disadvantaged communities, where economic opportunities are in short supply. By producing and selling counterfeits, infringers deprive these communities of the opportunity to earn a sustainable living. <br/><br/>David felt that he should act immediately.
David felt that he should act immediately.
Something had to be done. And it had to be done fast.
For brands like Windhorse, the implications of counterfeiting reach beyond customer and company.
For starters, their products are made in disadvantaged communities, where economic opportunities are in short supply. By producing and selling counterfeits, infringers deprive these communities of the opportunity to earn a sustainable living. <br/><br/>David felt that he should act immediately.
David felt that he should act immediately.
Registering a brand and enrolling with Transparency
“We decided that we should register the brand to protect our products from those who tried to sell counterfeits.”
At the time, David had just established Windhorse as a brand in Ama-zon, and that's when Transparency caught his attention.
“I had seen the Transparency label on some products and I immediately thought it was a good system. Since each product has its unique code, it immediately prevents anyone else from selling similar products, not even factory rejections... something that you definitely don't want.”
The decision to start selling on Amazon and sign up for Transparency has been a big help for Windhorse.
"Transparency transformed our whole system. “Set a standard and prevent anyone from trying to take over your brand.”
At the time, David had just established Windhorse as a brand in Ama-zon, and that's when Transparency caught his attention.
“I had seen the Transparency label on some products and I immediately thought it was a good system. Since each product has its unique code, it immediately prevents anyone else from selling similar products, not even factory rejections... something that you definitely don't want.”
The decision to start selling on Amazon and sign up for Transparency has been a big help for Windhorse.
"Transparency transformed our whole system. “Set a standard and prevent anyone from trying to take over your brand.”
Between September and October 2020, our turnover was half a million pounds. And between October and December 2020, our sales doubled. Without a doubt, Transparency is part of this success
But increased sales aren't the only benefit Windhorse has reaped.
Transparency, David points out, has also helped establish strong business relationships with new producers. “Being part of Transparency shows them that you're trying to do something good instead of just copying the brands of others. “
This good standing has created new opportunities for Windhorse and, more importantly, for the local artists and craftspeople whose livelihoods depend on the brand.
Transparency, David points out, has also helped establish strong business relationships with new producers. “Being part of Transparency shows them that you're trying to do something good instead of just copying the brands of others. “
This good standing has created new opportunities for Windhorse and, more importantly, for the local artists and craftspeople whose livelihoods depend on the brand.
New horizons
The expansion is very present in the future of Windhorse.
Once the brand's reputation in the United Kingdom has been consolidated, David intends to expand Windhorse to the United States, Europe, Singapore and Australia.
It's an exciting time. David attributes having reached this point to being an Amazon seller and using Transparency.
"Amazon is an incredible platform for building your business," he concludes, "because it offers you so much support and so many programs."
“The good thing about Transparency is that you can't sell the product if you don't have the right code. And you can only get that code if your products are authentic.
It’s that simple.
Once the brand's reputation in the United Kingdom has been consolidated, David intends to expand Windhorse to the United States, Europe, Singapore and Australia.
It's an exciting time. David attributes having reached this point to being an Amazon seller and using Transparency.
"Amazon is an incredible platform for building your business," he concludes, "because it offers you so much support and so many programs."
“The good thing about Transparency is that you can't sell the product if you don't have the right code. And you can only get that code if your products are authentic.
It’s that simple.
Contact the Transparency team for more information
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