Let's Get Visible® Podcast · Season 1, Episode 12

Small Business Talk with Pam Burnett

Sustainable fashion, pioneering a new category, and staying true to your values in a price-conscious market.

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Welcome to Episode 12

Listen to the episode

In this episode I'm joined by Pam Burnett, COO of Cream Collection, whose goal is to help eliminate pesticides from agriculture. Pam was previously creative director of the South African fashion brands EARTHCHILD and EARTHADDICT, which grew from 3 to 23 stores in eight years.

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Show notes

In 2015 Pam launched Cream Collection, which she describes as the first premium, sustainable hospitality workwear brand in Australia. In a price-conscious market, she steers the company to stay true to its values, and at the time of recording, Cream Collection sat on the Textile Exchange leaderboard for brands using organic cotton, alongside companies like Patagonia.

Episode highlights

Customers as ambassadorsResearch, research, researchCashflow projectionsThe importance of outsourcingThe ripple effectFinding solutions

"I think the word 'passionate' is dated. My new favourite word is 'pioneer', because by pioneering, change happens and beautiful things evolve."

Pam Burnett

In Pam's words

How the idea started

"I was introduced to organic cotton in about 2004, and I realised how important it was to the planet and to communities. I started working with organic cotton and got more and more involved in environmental issues. Once you start researching, you're blown away by the negative impact fashion has on the planet."

The moment on the couch

"It was 2009 and I was sitting on my couch in Cape Town watching MasterChef. Two pioneers were on the show: a chef, Matt Stone, and Joost Bakker, a sustainable architect. They'd designed a pop-up restaurant and were talking about sustainable produce, sustainable livestock and sustainable restaurant practices. I thought: I want to be a part of that."

Pioneers need to be found

Creating a new category is only half the work. The other half is making sure the people looking for it can find you, especially when you're the first to offer it.

If you've built something different and want the right people to find it, that's what my SEO services are for.