Sustainability Story

Hi my name is Alice, the founder of Annabelle Hope.

Please join me on this journey, I have a few surprises on the way, no doubt make a few mistakes, make you laugh, make you cry, but my story is real and I want to share it with you!

I grew up on a cotton farm in Africa, I spent my youth picking cotton in the cotton fields & playing in mountains of cotton in the pack house. Unlike most farm girls, I wore the most beautiful smocked dresses that my grandmother made for me, so I guess you can say I was destined to land up in the fashion industry.

Fast forward 15 years and I found myself working in the fashion industry in London.

My last role took me to Cambodia where I have been for the last 2 years. A life changing experience in so, so many ways.

However, over the last few years, I have become disillusioned with the fashion industry, and now I have decided to go out on my own, and as Frank would say I’ll do it my way.

A number of people have asked me why I decided to take on this momentous challenge of starting my own brand and why?


Last November, I vividly remember sitting on the floor of the orphanage that I spent my free time during my time in Cambodia. I had two little children on one leg and a newborn infant sleeping on the other. Next to me, sat a Nun with three little ones climbing over her. I asked the Nun if the newborn’s mum was in prison.

She looked at me, knowing what I did for a living and replied: “No my child, his mother works at a garment factory and can’t afford to care for him.”

Immediately it switched for me and I knew I had to do something different to help these women and their children.

I don’t proclaim that I will change the garment industry and the current status quo, but I do believe that if Annabelle Hope can make a difference to 10 families and their quality of life it is all worth it. I hope that we can educate others and lead the way to consumers making better choices when they buy a beautiful dress. It may be a small choice for a consumer but it has a truest transformational impact on the lives of people who work for companies like Annabelle Hope. When you buy an Annabelle Hope dress, you aren’t buying just a product, you are buying into a renewed concept of garment manufacturing, which is all about sustainable fashion and social responsibility. I hope it will make consumers think more widely about the impact of their buying power in the lives of the women and children we support.