Wild at Heart
Looking at the world’s economic woes, why would anyone start a new business? Most fail even in good times. And to select luxury is possibly more insane, given the competitiveness and massive entry barriers. Then to choose online, in Africa!
Well here we are, at the beginning of our start-up; and yes, it’s an online shop selling fine lifestyle accessories. The brand is called Living Endangered and we think the opportunity lies in the difference we make.
Walt Disney once said: “It’s kind of fun to do the impossible”. We are encouraged by that challenge because not only does our brand animate the lives of unknown critically endangered species, but it also animates the lives of humans interested in nature’s survival. We do this through fine accessories.
There are times when it’s more engaging to be on the endangered list than to run with the herd. Our supporters should feel distinguished so our aim is to create thought-provoking adornments that are pleasingly different and distinctly superior.
You see, the prospect of the road less travelled may be the very reason why our accessories become emotionally attractive, an opportunity that simply defies the odds because we touch the hearts of beautiful people who think about the wild, and about excellence in quality and design. Hand-made things.
Lifestyle accessories are not necessarily about physical adornment. Neither are they about gold, silk or diamonds. A fine handmade accessory is emotional, sensual and sentimental; a friend that takes you beyond pleasure to the gratification of being alive.
Our customers must feel their own value when they wear Living Endangered, so we try to make things that move them, beautiful to an eye but even more alluring in their ability to bring life to life.
Living Endangered takes you deep into the wild, where the unsung draw breath, where a distant call warns that life on the edge merely reflects our own fate. When we fall in love with the wild, we become its keeper and begin to realise just how much of it man has already stolen and how much more will be taken from future generations.
Threatened species can survive if the wild survives and because beautiful people and beautiful things will not let them go. We have joined up with the Wilderness Foundation. These are professionals who through leadership and knowledge aim to protect wild-lands and wild-oceans and the millions of smaller species that live in these habitats.
Does it matter to the seven billion people on earth whether a small reclusive frog will disappear soon? Probably not, but when you find out it happens to be the Table Mountain ghost frog, and that it only occurs there in Skeleton Gorge, the animation gets meaning. Wearing this creature close to your heart, will tell others how you feel about life.
Do you think the concept presents a future? Let us know