3 minute read
the magic (and mess) of sustainability.
For retailers and Wholesalers It's Never Been More Complex to Build a Sustainable Business
FROM CLAIRE GOLDSWORTHY, THE FASHION ADVOCATE
When I started my sustainable business in 2014, I didn’t have a strategy deck or a polished pitch. I had a secondhand laptop, a belief that business could be a force for good, and a deep desire to challenge the status quo. I had no idea what I was doing — but I learned. I built slowly. I experimented. I made mistakes. And I found magic in the mess.
Now, over a decade later, after scaling one of Australia’s largest online stores for ethical and sustainable fashion, beauty and lifestyle brands, I’ve worked with hundreds of founders, retailers and wholesalers navigating that same terrain.
What I’ve Learned
There is no one-size-fits-all blueprint for running a values- driven business. Especially not in retail or wholesale. Whether you’re selling online or in-store, stocking local labels or managing multi-brand collections — purpose-led business is inherently more layered. There’s product curation, supplier ethics, pricing pressures, marketing fatigue, and ever-shifting consumer expectations. Not to mention the challenge of staying profitable while doing the right thing.
The truth? Sustainable business is not the easy route. It’s not always fast. But it’s more meaningful. More futureproof. And, increasingly, more in demand.
Conscious consumers are asking harder questions. They want transparency. They want connection. They want to know the people and the stories behind the products. That means wholesalers and retailers alike must go beyond trends and think deeply about what — and who — they’re supporting.
So, What Does That Look Like in Practice?
• It looks like choosing slower, more intentional growth over unsustainable scaling.
• It looks like partnering with brands who share your values — not just your aesthetic.
• It looks like rethinking margin expectations to reflect the true cost of ethical production.
• It looks like using storytelling to build trust, not just drive conversions.
• And it looks like caring for your own wellbeing, so you can lead with clarity and resilience.
This is why I approach coaching and consulting holistically — because you can’t build a sustainable business without a sustainable founder behind it. There will be mess. There will be trial and error. And there will be moments that feel like nothing is working. But those moments? They’re often where the magic happens.
The landscape will keep evolving — and so will you. Stay aligned, stay curious, and remember: slow progress is still progress. You’re not alone. And the work you’re doing matters more than ever.
So, to every retailer, brand founder and wholesaler building something with intention:
Keep going.
Keep learning.
Keep leading.
CONTACT
The Fashion Advocate
Claire Goldsworthy is an 18-award-winning ecoactivist and sustainable fashion business mentor.
As the founder of The Fashion Advocate, she helps slow fashion founders grow brands that feel good and do good through systems, strategy, and mindset. Passionate about impact-driven entrepreneurship, Claire empowers changemakers to build ethical, thriving fashion businesses.
