How was your company founded, what are its values, and what are the characteristics that define your products?

Gry & Sif was born from a deep love for Nepal and its traditions. The founder, Gry Staunstrup, traveled to Nepal and was inspired by the country's unique culture and felting techniques. The company was founded in 2001 with the mission of combining Scandinavian design with traditional Nepalese craftsmanship. Gry & Sif is a Danish Fair Trade certified company that creates handcrafted felt works of art in Nepal, where approximately 800 women work under Fair Trade certified conditions. The company's founding values are fair trade and sustainability; one of the fundamental values is the creation of products under sustainable and ethical conditions. The company is dedicated to the principles of fair trade and actively works to improve the living conditions of Nepalese artisans; craftsmanship and quality: each product is unique and handmade with great skill and creativity. The time dedicated to the creation of each product is reflected in its unique character and aesthetics; social responsibility: Gry & Sif supports the development of the Nepalese people through job creation and education. The goal is to create good working conditions and ensure a positive future for workers.

The main characteristics of our products are: unique and handmade, the products are made from 100% natural New Zealand wool and are handcrafted in Nepal by skilled artisans; imagination and aesthetics: the collections are colorful and imaginative, from small animal figures to elegant flowers and Christmas decorations; sustainable: each product is created taking into account both the environment and the people who produce it, making it a sustainable choice for consumers.

These values and product qualities are the core of Gry & Sif and reflect the company's commitment to aesthetics and responsible production.

How do you select distributors and stores for your products?

For Gry & Sif, the selection of distributors and stores is a carefully considered process that reflects our values and quality standards. We focus on collaborating with those who share our passion for sustainability, fair trade, and aesthetically beautiful design. Here are some of the key criteria we prioritize: shared values: distributors and stores must share our focus on sustainability and ethical production. We prioritize partners who appreciate our Fair Trade certified products and who emphasize the importance of social responsibility; target market and positioning: we choose stores and distributors that target our same target audience, mainly women between 25 and 65 years old who appreciate Scandinavian design and high-quality products. These are typically lifestyle stores that offer semi-exclusive design items; quality and presentation: we work with stores that can present our products in a way that highlights their handcrafted quality and unique character. This is important to us because we want our products to be perceived as works of art; geographical location: we select distributors who help us reach new markets and expand our international presence. Participation in trade fairs and our B2B webshop are also important elements of our distribution strategy.

By focusing on these criteria, we ensure that Gry & Sif products are sold in stores that reflect our core values and help spread our message of fair trade and sustainability.

What new products will you present at the next edition of Milano Home, and what prompted you to participate in this trade fair event?

At the next edition of Milano Home, we will present our new collections, characterized by colorful, imaginative items made by hand with great passion and creativity. Also new designs for Christmas and Easter decorations, in addition to expansions of our floral universe and animal families, such as the famous mouse and fox families. Our products continue to be made with 100% natural New Zealand wool, handcrafted in Nepal under fair trade conditions. We chose to participate in Milano Home for several reasons, including: international exposure: Milano Home is an important platform for design and interior products that allows us to reach a wider international audience and strengthen our brand globally; target audience: the fair attracts retailers and distributors who are attentive to aesthetics, quality, and sustainability, which align perfectly with Gry & Sif's values; networking and partnerships: participation in Milano Home offers us the opportunity to create new collaborations and strengthen existing relationships within the lifestyle sector, which is essential for our growth and development.

The fair is an excellent opportunity to present the company's unique universe of handcrafted works of art and share our vision of making fair trade products commonplace.