Article
Change
Fashion
5 min read

Benefiting from the many facets of beauty

A jewellery start-up is challenging empowerment and agency.

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

Three women stand, two lean into each other sharing a joke, while the other laughs too.
Members of Zena's Launch Pad team, Kamuli, Uganda.
Zena.

I have a conundrum. I’ve started and re-started this article four times now. And I’m surprised that I’ve settled on this opening. But alas, I have a deadline to adhere to and a cold coffee to warm back up. So, this will have to do. I’m struggling with this opening paragraph because when it comes to writing about Zena - the female-led, non-profit, environmentally friendly jewellery and accessory brand - I simply do not know where to begin.  

There are too many facets of Zena that deserve to sit front and centre in this article; too many details to revel in, too many stories to tell, too much success to pick at and analyse.  

Where do I possibly start?   

How about with the delightful fact that the brand is named after a beloved pet goat who makes appearances on their TikTok? You know, kick things off on an endearing note. Or perhaps the fact that there are playlists curated for all occasions, dance challenges, and even a recipe for tequila lollipops on their website? That would certainly alert people to how seriously this team takes the art of having fun. Or maybe I should open with the fact that they’ve both challenged and refined how I perceive empowerment and agency. I could explain how they have alerted me to the importance of investing in female entrepreneurs as a means of tackling extreme poverty and profound gender inequality.  

Yes. I think that’s it. Let’s start there and work our way backwards, shall we?  

These women are not beneficiaries, they are benefactors – and that’s an important, not to mention beautiful, distinction. 

In which case, here’s the heartbeat of Zena, here’s what you need to know in order to understand everything else about them: women living in rural poverty are currently facing two major barriers when it comes to business opportunity and entrepreneurship, and Zena are tackling both head on.  

Firstly, female entrepreneurs in these settings have little to no capital with which to launch their business ventures. To combat this, every single product offered by Zena, whose HQ is in Kamuli (Uganda), is hand-crafted by women who were previously living below the poverty line. Through the Zena apprenticeships, these women are able to support themselves and their families while also earning/saving the capital they need to launch their own businesses once the short-term apprenticeship comes to an end. These women are not beneficiaries, they are benefactors – and that’s an important, not to mention beautiful, distinction.  

Secondly, as well as a lack of capital, these women are battling a lack of education. And so, through a multi-phase entrepreneurship programme (The Zena Launch Pad), Zena are giving their apprentices both the theoretical and practical tools that they need to launch and sustain their own businesses. Women are graduating from this programme with literacy and numeracy skills, a viable business plan, industry-specific knowledge and skills, as well as leadership and development.  

Because here’s the bottom-line, the foundation upon which Zena stands, the deep conviction of both Caragh and Loren, the co-founders and CEOs; agency matters. Widening one’s understanding of success to encompass these women’s agency, for better or for worse, matters. Empowering these women to earn their own capital, to see the unfolding of their own ideas, to know that their decisions matter, it makes all the difference. No dependence, no hand-outs, and no debt. Just the kind of empowerment that is laced with agency.  

It’s bold. But it’s working.  

There was utter delight in her eyes when she explained how good generates more good and creation generates more creation.

So far, time-stamped at this moment in time, Zena’s hybrid and holistic approach has led to 67 female entrepreneurs, over 150 children in school, and nearly 500 lives lived above the poverty line. Women are hiring other women, businesses are birthing more businesses, education is generating more education.  

Pretty special, isn’t it? Pretty Jesus-like too.  

I had the immense joy of chatting to Caragh, one of the co-founders and CEOs of Zena; she reminded me that multiplication is one of Jesus’ most classic moves. Just as the people sitting around Jesus with wide eyes and numb backsides witnessed one humble lunch feed tens-of-thousands of mouths, so are Caragh and her team witnessing jaw-dropping multiplication happen before their very eyes. There was utter delight in her eyes when she explained how good generates more good and creation generates more creation. Compassion is contagious and innovation spreads. Although Zena is by no means an enterprise that squeezes itself into a religious box (empowering women of all faiths and none), it is easy to see how Caragh and Loren’s faith in a God who wrote generative goodness into the fabric of reality, informs their mission to write it into their business model.  

Something else that is woven into the DNA of Zena, much to my delight, is an unabashed celebration of the female consumer. 2023 may well be remembered as the year when an economic earthquake was caused by Taylor Swift, Beyonce, and Barbie. According to Forbes, it is likely to be regarded as the year where people began to take seriously and analyse the power of 'the female dollar'. And Zena, with their penchant for all things pink and glittery, have been sitting ahead of the curve for a little while. Their products, as seen in Vogue, Marie Claire, and Harvey Nicholls (as well as embellishing the looks of numerous celebrities), seem to have been made with this cultural moment in sight. Their aesthetic perfectly encapsulates the resurgence of female playfulness and the reclaiming of ‘girliness’ as something to embrace and revel in. As I have already referenced, joy is something that this team take incredibly seriously.  

The celebration of women infiltrates every layer of Zena’s existence, that much is clear. While their products delight the female gaze, their profits sow into female entrepreneurship. Both of which display how working toward gender equality, particularly in contexts such as Kamuli, is a means by which we can wage a war on extreme poverty. 

Women serving women, who are serving women, who are serving women. And on it goes – so beautifully circular. So intriguingly God-inspired.  

Article
Change
Community
Hospitality
6 min read

In an age of disconnection, I want to belong

Old rituals offer reasons to stay linked together even when the world is trying to pull us apart

Elizabeth Wainwright is a writer, coach and walking guide. She's a former district councillor and has a background in international development.

Wassailers emerge from a shed beside a wood
Wassailing at Bourne Woods, Lincolnshire.
Bob Harvey, CCL, Geograph.

Once, I went to a ‘wassail’ on the edge of the city I lived in. A Wassail, from the Old English phrase meaning "be in good health", is a ceremony that involves toasting apple trees and scaring away evil spirits to ensure a good harvest, and it dates back to Anglo Saxon times. A man dressed in green and brown layers and leaves led the ceremony, passing around cups and cider for us to offer to the trees. We listened to stories, shared food. The event was ticketed. I was curious. But I felt out of place; a fraud stepping into this old ritual with no prior connection to these particular apple trees or this bit of land they were on, or to the people who surrounded them – trying to convince myself and others that I belonged. To what? To who? At the end, we all went back to our separate homes across the city, no more responsibility for those trees, nothing to link us to each other anymore.  

I’ve been advertised many events like this. Places to be celebrated through feasting, music and dance, entering into “ancient traditions connecting us to nature” – beating the bounds, toasting the land, enjoying seasonal feasts, listening to old stories. Photos advertising these events are like something styled for Country Living magazine, placing heritage rituals in high-end consumer settings; signalling intentionally or not that they are curated lifestyle experiences available to those who can afford them. They are part of the growing ‘return to the land’ movement that I often come across online, mediated through brands and influencers, curated retreats, Instagrammable countryside.  

I look outside the window towards our rural Devon village. It is grey and drizzly, and it will probably be grey and drizzly at harvest time. There will be no Instagrammable moments, but there will be deep roots that have grown slowly and are tended all year round.  

Perhaps these events signify an ache for a particular kind of rootedness. I have this ache. I am envious of friends who farm in landscapes their ancestors have inhabited for hundreds of years, of people who feel a clear sense of home and belonging. In the past, these feelings were often linked to community and to the faith and work traditions that bind community together: harvest home, Lammas, Rogation, saints’ days, midsummer. They weren’t boutique experiences open to anyone who could pay for them; they were communal and local, woven into survival, farming, faith, community. I am trying to carve out these feelings too. 

I have been wondering what we lose when old celebrations and rituals are curated, commodified, or disconnected from the deeper soil of faith and tradition that once sustained them. How do we celebrate the longing for rootedness without flattening it into a lifestyle accessory, stripping it of faith, memory, obligation, and mystery? How might old rituals help us to feel deeply hopeful and rooted in an environmentally and socially fragmented age?  

I think it can help to place these rituals in the context of place; of community; of faith. These contexts offer reasons to stay linked together even when the world is trying to pull us apart, even when I’d rather walk away. Without some kind of infrastructure of belonging, I think old rituals can become about consumption and lifestyle rather than connection to people and place. They become weekend events, or expressions of self, or a nice vibe – not a life’s ordering. Real ritual, I am coming to realise, requires weight; a tie to story, belief, and responsibility — not just aesthetic revival. A harvest festival in a rural, overlooked parish like mine may be small, strange and inefficient. It will not be photogenic, but it will connect me and others to a stream of 2,000 years of worship here, and before that to millennia of agricultural rhythm-marking. It introduces me to people and farms, to old stories that have lain dormant like relics in the soil, to possibilities for my own faith and belonging.  

I have been reading Paul Kingsnorth’s new book, Against the Machine. By ‘machine’ he means the nexus of power, wealth, ideology and technology that has emerged; a project of modernity “that is to replace nature with technology, and to rebuild the world in purely human shape, the better to fulfil the most ancient human dream: to become gods.” I suspect Kingsnorth would see the commercialisation of ancient rituals as a consequence of machine culture. Disconnecting the rituals from their origins and landscapes and relational ecosystems is to render them floating experiences, available to be purchased and claimed and bent to anyone’s will. A machine-friendly spirituality that strips mystery and, importantly, the cost of that spirituality – commitment, belonging, sacrifice, inconvenience.  

Kingsnorth shows that the razing of old stories, communities, and traditions created a blank canvas that allowed for the success of the industrial revolution, and so today’s materialistic and economically-driven culture. And so I see hope in the interest and resurgence of old traditions, in our hunger for roots, in the reclaiming of stories that were once trampled and forgotten. But I think it matters whether they are resurrected as machine-friendly buyable experiences, or as ways of being that seek continuity with something older and truer, something outside of today’s dominant paradigms.  

Anthropologist Victor Turner explored the ideas of liminality and communitas. Liminality refers to an ambiguous ‘between’ state where individuals are stripped of their usual social roles and statuses. Communitas is the unstructured social bond that emerges among people in this liminal state, creating a sense of equality, directness, and shared humanity that challenges formal social structures. Perhaps – in this time of climate change and AI and an increasingly unknowable future – we are all in a liminal space. Perhaps the revival of old rituals allows for direct human connection. Perhaps the wassail event, and others like it, encourages human connection in a fractured time. Perhaps they make the countryside into a sanctuary in unknowable times, and perhaps that is enough.  

The Christian story does these things too, but I think it goes deeper still – it sanctifies time itself, embedding the rituals and seasons in liturgy, creating a steady rhythm that can hold community together without being dependent on trends or tickets. It is a story grown from a sacred supper, shared feasts, prayer, fasting, seeds, and rituals of death and new life. It is a story that binds together its hearers into relation and rhythm-making.  

Christianity is not a neat ‘answer’ to the rootlessness and unbelonging of our time. But it offers old and tested examples of depth, continuity, and gratitude in ritual. It has of course long absorbed and re-shaped older rituals, born of older communities – like the Celts, who knew that place and time and land and people, animated by something beyond, could combine to create particular patterns and poetry which, when taken seriously, could deepen identity and togetherness with each other and the Earth. Christianity recognised this and built on it (and squashed it in places, but that is another story). I think that picking and choosing and bending old traditions, detaching them from time and place and cultural significance, even if just to remove religious baggage, reduces that old poetry to prose. It is no longer sustained by its original social and spiritual infrastructure.  

Such an infrastructure, built over generations, connects us to a through-line of celebration, gratitude, lament, and renewal. Following this through line – which whether I’ve liked it or not has linked me to new and old expressions of the Christian faith – is what is helping me to find belonging and participation. The wassail I joined signified to me that I’m still on the search for belonging. I want to go to a Wassail event again, but I want to do it outside of the ‘machine’, in a place I am putting roots into, with trees that I help tend, lifting bread around a harvest table with others I am working to know. I still feel a tug to these old rituals, as if assessing their ability to provide orienting infrastructure to my life and to the life of community. But in this age of disconnection – of industrial food, global supply chains, loneliness – what I want is less curated experience and more real belonging. I hope to find a bit more of that at harvest time.  

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