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Our world

Sustainable fashion

Creating more impact.

Building capacity of SMEs.

During a call for innovative research by the Austrian Research Institute, FFG, we applied for a research to find out how to involve african Diasporas and scale our impact. The findings confirmed our existing approach to work preventive against human trafficking by educating and creating jobs inAfrica. We will be launching our business lab program to empower african SMEs to become more competitive in the global market. Our fashion continues to run and new products will be launched as well.

Joadre dress african print

Joadre in 20+ stores.

Mass production was launched.

In this year, we began to document all our training activities with the aim to make them digital in the future so that a larger target group can benefit from it. It was time to develop a mass production possibility for our producers and we did it. We also released our best selling batik Kimonos. Our bags got into 20+ sustainable stores in Europe - The Weltladen stores! We ended our 3 year training project and it was time to think of how to scale our impact.

We were ready to sell.

The pop-up tour began!

We started to host and attend pop-ups, events and fairs to sell our bags. We also got the support of the Vienna Business Agency to develop our selling app called HubCouture. HubCouture was launched as a platform for producers to showcase their products and manage themselves. We quickly realised that our producers were not skilled enough to run their own store on the platform. HubCouture was closed.

Joadre pullstring bags.

This is our bestseller.

We began with our textile production training program which was sponsored by the Austrian Development Agency. We toured small production units in Lagos and trained tailors how to produce to our standards.Over 3000 hours of training was invested. After testing many collections and fashion products, we discovered our bestseller - the Joadre pullstring bag.

2min. 2mill. show

Kick-off with puls 4 Tv show.

Our goal was to develop a textile production in nigeria. We applied to participate in the investment show of the Austrian Tv Puls 4 and were able to secure major investors to finance our mission. We were also honored to join the crowd investment platform, Conda for a campaign that secured us more supporters.Our small production grew to 15 women. We met with the Austrian Development Agency to introduce our idea.

Joadre was founded

We started selling jewelry.

During a workshop with 6 women who were affected by human trafficking in Vienna, we realised that the most effective way to stop human trafficking is to work from a preventive approach. We registered Joadre and continued to create jewelry under the name of “Jel”. Our goal was to develop a production in Nigeria where most victims come from. Our first production began with just two women in a small room.

The first step

A film started it all!

After Joana learned about the issue of human trafficking affecting Nigerian women in Europe, She shot a no-budget film with the support of Austrian film students about a story of a victim. The film was premiered in schools in Nigeria and was documented by the austrian National TV. The response led to joana setting up a charity organisation called EXIT. Over the years EXIT support victims in Austria and organised a Jewelry workshop in 2012 that led to the founding of Joadre.

How it affects our customers.

Your are ordering directly from the makers!

The transition for more sustainability! After 4 years of trainning our producers in Nigeria, we are now transiting management of Joadre fashion to network of trailors in Nigeria. How would this affect our customers in Europe?
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