UK's only truly ethical luxury and lifestyle shop launched

DANAQA - the luxury and unique lifestyle brand for those with a passion for fashionable, quality, jewellery, accessories and home ware - has launched its first shop in London (282 Westbourne Park Road, Notting Hill, London W11).

The design-led brand desires to help entrepreneurs from the developing world grow. Sourced from the more challenging and under exposed corners of the world, such as Ethiopia, Nepal and Rwanda; who have previously had difficulty trading and finding a route to market, but have a wealth of beautiful traditional crafts and talented designers.

Cleverly created using fascinating craft techniques the range includes: Ethiopian tribal bangles used as bag handles alongside the softest buttery leather, beautifully hand beaded vibrant cloth and leather belts and ostrich eggshell earrings that are carefully hand carved with a pin.

The inspiring concept prides itself on being high end, but is unusual in the market as it is completely ethical right down the production chain - from the beautiful boxes they package the goods in made from recycled elephant dung, to the Ethiopian web designers who have created the website.

As well as adopting fair trade principles, DANAQA is aiming to add another ethical dimension - supporting wider development opportunities in countries where products are sourced. Its main ethical commitment is to promise to leave as much of the value as possible in the countries and communities it sources from and find communities and countries that are in need of economic impact.

DANAQA's autumn collection is 100% inspired, designed and handmade in the developing world. The collection focuses on hand-woven natural fabrics, locally sourced metals signatures and bold colour choices to provide high-quality, inspirationally designed products with longevity and provenance.

David Thomas, Co-founder and Executive Director of DANAQA, said: "We will constantly strive to provide beautiful limited edition pieces that reflect the beauty of the regions they originate from, harnessing the best design talent from the least developed nations. Our ethical ethos impacts everything we do and is unique in UK retail. We look forward to welcoming customers who are ethically minded, with a lust for luxury and true individuality - spearheading the movement for ethical fashion and retail."

DANAQA - did you know...?

- is the only totally ethical luxury retail experience currently in the UK

- is a source of limited edition luxury goods of high quality and innovative design

- Danaqa means, "To be pleasantly surprised" and derives from the Amharic language of Ethiopia

- packaging boxes are made from recycled elephant dung and all packaging, which is sourced from Ethiopia, Sri Lanka and Nepal, is recycled and 100% sustainable

- has a no 'fast fashion' policy - suppliers are not pressurised into delivering to unrealistic timescales

- all product design is carried out in the manufacturing country, by local/resident designers

- pays fair prices and often pays a large proportion of the money up-front on ordering products

- is determined to find communities and countries which are in need of economic/livelihoods impact

- promises to leave as much of the value as possible in the countries and communities that it sources from

- fits 100% with ethical principles that currently define ethical retail

- makes sure good working conditions are being carried out

- the Danaqa branding was created in Sri Lanka and its website was built and is maintained by an Ethiopian company

For more information, visit danaqa.com.