Earth as a goddess
The aim of GAIA is to help protect our precious planet through the choices we make, so it’s important that our name deeply connects with this.
In Greek Mythology, GAIA is the personification of earth as a goddess. She is life. She is the very soul of the earth. By taking on her name, we take on her purpose; to offer life and nourishment to planet we inhabit.
An aim shared by many, GAIA believes that by shopping thoughtfully and sustainably we can all help spark change and make a significant difference to our world.
We champion sustainability
The more sustainably we shop, the better we protect our planet.
It’s this simple thought-process that fuels GAIA’s fire and is the driving force behind sourcing and sharing the most forward-thinking and sustainable brands that are responsibly creating products that won’t harm our planet.
If it’s not sustainable, you won’t find it on GAIA.
GAIA only works with fully-sustainable brands that goddess GAIA would approve of.
To promote conscious shopping, and inspire and inform our community on ethical and sustainable fashion, beauty and lifestyle brands.
To ensure that all the brands and products we share with you are sustainable, ethical and above all, kind to our planet, All GAIA partners must comply with our 4 principles:
We base these principles on internationally recognised standards by trusted organisations such as, Ethical Trading Initiative (ETI) Base Code, International Labour Organisation (ILO) conventions and the United Nations Guiding Principles on Business and Human Rights.
Founded by two dreamers, who thought alike and worked alongside each other for many years, GAIA was born in 2021 by Kim Matrljan and Robyn Blake.
The digital duo first met working in the marketing team at Vivienne Westwood. Radical in its thinking and arguably a brand that has used its voice to amplify environmental issues and campaign for sustainability decades before anyone else, working at Westwood was where their eyes were first opened to the issues many brands faced. For Robyn and Kim, it was a meeting of minds – and passions.
From Westwood, both Robyn and Kim went on to work in digital marketing and branding for a number of retailers, and have always felt conscious that the fashion industry needed to make a change.
After being recently reunited at Selfridges, and having worked through the challenges of 2020, they reflected on their careers and wanted to bring their years of knowledge and skills together to make a positive contribution to the industry they both love.