Elena Kowalski is 29 years old and lives in Warsaw. She works as a graphic designer, but this year everything is going to change. Elena is going to start her own business — a sustainable clothing brand called Greenwear.
The idea has been growing for years. "I love fashion, but I hate the waste," she says. "Most clothes are made from cheap materials and thrown away after a few months. I am going to do something different." After six months of research, she is ready to act.
Her plan is clear. She is going to design the first collection herself — twelve pieces in total. She is going to use recycled fabrics and natural dyes for every item. All production is going to be done in Europe to reduce the environmental cost of transport.
For sales, Elena is going to keep things simple at first. She is going to sell exclusively online through her own website. She is not going to open a physical shop until at least year three, when the business is more established. She is going to work from home for the first year to keep her costs as low as possible.
Elena is also going to get some help. Her sister, a web developer, is going to build and manage the website. "Without her, I couldn't do this," Elena says.
Money is a sensitive topic for many new business owners. Elena's approach is cautious. She is not going to take a business loan. She is going to use her personal savings instead. "I know it is a risk," she says. "But I have already spoken to a manufacturer in Portugal, and I am going to visit the factory next month. I have made my decision. I am going to do it."