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Ecodownunder’s transformation from retailer to successful online store

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Inspired to find the naturally better way: conversation with Russell Lamb, founder of Ecodownunder.

The world seemed focused on synthetics and creating “new” plastic textiles which flooded the market from China. By the mid-90s, thanks to technology and the growth in demand for cheaper man-made fibres, it was virtually impossible to find good quality, pure cotton sheets in Australia.

Born at the foothills of the mountains backing onto Fiordland in New Zealand, it’s no surprise that Russell wasn’t comfortable with the synthetics boom. He and his three brothers grew up by the ocean, disappearing when the school bell rang on a Friday, to explore the beaches and bluffs of this remote and rugged coastline, returning home only to get some sleep before school on a Monday.   Long summer holidays were spent working on a cousin’s farm. Some of his earliest memories conjure up images of collapsing exhausted, hot and sweaty, in the hay bales after a long day shearing sheep. To him, at times it feels like yesterday and the memories are vivid.

Those heady days came to a sudden end when school finished and he had to work full-time so that he could study at night. With a degree under his belt, he arrived in Australia 25 and broke. It didn’t take long to land his first job with the NZ founder of wool underlays. A few years later, he joined a business which imported lower quality, synthetic products from China but he didn’t feel right about it.

The freedom to roam the bush and beaches of the southern tip of South Island, had left Russell with a strong connection to the natural world and it seemed clear to him that natural fibres were the way to go. “Everyone was focusing on synthetics and the fastest way to turn products around at the lowest cost. Australia was being flooded with low quality, chemically coated sheets from China. It was a no brainer to me. Sleeping in synthetics just didn’t feel comfortable”.

Never afraid to follow his instincts, which he confesses has got him into some interesting situations over the years but concludes “things invariably work out when you’re true to yourself.”

 And Ecodownunder was born. 

Just a concept at first, “eco in our name meant to be naturally better, to use no synthetics, no harsh chemicals, nothing made in China. Australian made where possible” and the start of a long journey with a string of failures along the way!

The dream seemed simple: to create homewares from natural fibres, grown without harsh chemicals and pesticides, made into products using natural processes. But organically grown cotton was virtually unheard of at the time. Mention of it was generally met with no interest or raised eyebrows at best. But he was not deterred as he was certain it was the right path to take.

The hunt began for organic cotton which didn’t exist on a viable scale in Australia. The search took them to remote farms in northern NSW and Queensland, to an anthropologist working with farmers in Peru who had discovered naturally coloured cotton seeds in mummy wrappings. The trail moved to another farmer in Northern California, who was growing naturally coloured cotton and producing cotton fabric. They trialled organic cotton from Turkey, talked to cotton producers in Pakistan and India.

 “The concept of organic was not deemed commercial and we were viewed as time wasters. I’ve always been determined to find what I’m looking for and this was no exception.”

Research around the world was followed by a string of time-consuming failures! They partnered with a farmer in NSW to grow their own cotton crop in Australia. 6 months later, the crop failed, and a lot of money went too!

They then found naturally coloured Australian cotton, which of course was reddish brown. But it was evident that no one liked the colour! And the fact that the towels were made without using toxic dyes was clearly not enough to help sell the towels back in the 90s!

They decided to try making sheets, with naturally coloured cotton from Queensland which they sent to a cotton factory in Pakistan, but the colour failed again and just looked washed out and dirty.

Their long search continued for naturally coloured cotton and ended successfully in the middle of where Russell describes as “nowhere!” They found darker naturally coloured cotton in Arizona, which they were optimistic could be spun and woven to make sheets! They bought some cotton, shipped it to Pakistan to have it spun and woven. It made beautiful sheets which customers loved, at first. But the pigment in naturally coloured cotton is not stable and the cotton faded in the sun, although the colour returned when the fabric was washed.   

“We spent 3 years getting this far but realised these sheets were just not going to be good enough.”

Finding desirable naturally coloured cotton unearthed an interesting correlation between cotton fibre length and colour. Russell explains “the brighter coloured cottons seemed to have shorter fibre lengths, which made sense when you look at the traditional rich, bright colours used by the Mayans which created a coarser fabric. We needed long staple fibres to create quality cotton in desirable colours!”

“These failures made them more determined to give people better sleep, naturally. 

To do this we just needed to create bedding without using synthetics and harsh chemicals.”

Like many things, their no 1 bestselling eco cotton sheets happened by accident. People wondered why these sheets were so wonderful to sleep in.  It was because of the things they didn’t do; they weren’t coated in chemicals so they could breathe, and they were made without blending the cotton with polyester. By eliminating harsh chemicals, they had inadvertently created what has become their most popular sheet! The soft smooth finish of eco cotton became their signature. 

“We knew we’d created great sheets when people came back to buy more.”

The search for quality organic cotton ended in India where they finally found a partner who was able to produce Ecodownunder’s organic cotton bedding and maintain the quality they had committed to at an affordable price. In producing organic cotton sheets, they again had a lucky break, as they were the perfect alternative to eco cotton sheets. As Russell explains “our eco cotton has a soft, smooth, almost silky feel but some people prefer a crisp hotel finish which is why they choose our organic cotton sheets.”

The eco in Ecodownunder continues to be at the heart of the business as they develop their natural range of bed and bath linen which uses either organic or eco cotton.

“We know we’re not perfect, but we continually assess and look to improve the way we do things at every level of the business. A high for us was eliminating single use plastic from our stores. We redesigned our packaging and our bedding is now delivered to customers in organic cotton reusable shopping bags.  

We’re a family run Australian business, and live, work and spend any spare moments by the sea. It’s why we’re so passionate about alternatives to synthetics and plastics. Between us, we’re on the water most days, surf boat rowing somewhere between Palm Beach and Manly, depending on surf and wind conditions!  Every day we become more determined as we see particles of plastic stuff floating in the ocean and washing up on our beaches.

Downunder – we produce within Australia when it makes sense to do so. Our comfort range uses the finest natural fibres, made in Australia, which we believe grows the best wool to be found anywhere in the world.

Ecodownunder | Since 1997

25 years ago we couldn’t find luxurious pure cotton sheets that were not blended with synthetics and produced without harsh chemical treatments. Frustration at the poor quality of bed and bath products available in Australia was the impetus for Ecodownunder, and the creation of the best quality bed and bath collection made without harsh chemicals and synthetics.

For more information, head to their website.

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Resilience and positivity: Emmilia O’Sullivan’s inspiring health journey

Emilia O’Sullivan’s inspiring journey highlights resilience in overcoming life-threatening health challenges and her mission to help others.

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Emmilia O’Sullivan’s inspiring journey highlights resilience in overcoming life-threatening health challenges and her mission to help others.

In Short

Emmilia O’Sullivan, an award-winning author, has faced severe health challenges since childhood but remains resilient and determined to inspire others through her book, podcast and beyond. She emphasises a positive mindset and actively engages with her medical team while supporting her family during her journey.

Emmilia O’Sullivan, an award-winning author, shared her journey through numerous health challenges starting from childhood.

Born with kidney disease, she had a kidney removed by age two and lived on one kidney until major complications arose at seventeen, requiring a bladder reconstruction and a kidney transplant at twenty-one.

However, shortly after her transplant, she faced a diagnosis of non-Hodgkin’s lymphoma at twenty-two. Following remission, she discovered rare EBV-driven smooth muscle tumors.

Over the years, Emmilia dealt with various medical issues, including a tumour requiring a craniotomy and a severe bout of sepsis that led to a coma.

Despite these obstacles, Emmilia demonstrates remarkable resilience, emphasising a positive mindset and a strong desire to survive. She actively engages with her medical team, focusing on treatments and timelines, determined to keep moving forward.

Her support system includes her husband and family, and she also plays a reassuring role for them despite her struggles.

Emmilia views her health challenges not as defining elements but as aspects of her life alongside her ambition to inspire younger individuals facing similar issues.

Through her book, & podcast she aims to provide guidance and support for others.

You can find her podcast on social media platforms and her website, ammeliaosullivan.com. Emmilia’s story is a testament to fighting spirit and the pursuit of life goals despite adversity.

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Mental health services in Australia face funding and access crisis

Mental health support needs increased funding and resources to combat stigma and ensure affordability in Australia.

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Mental health support needs increased funding and resources to combat stigma and ensure affordability in Australia.

In Short

Demand for mental health support is rising in Australia, hindered by affordability, resource shortages, and stigma. Shehara Fernando, CEO of Crowned Cross Healthcare, calls for equal prioritisation of mental health services and systemic changes to improve access and reduce stigma.

The demand for mental health support continues to rise as affordability, resource shortages, and societal stigma present significant hurdles.

Shehara Fernando, founder and CEO of Crowned Cross Healthcare, highlighted the pressing need to prioritise mental health services on par with physical health care in Australia. High out-of-pocket costs hinder access, with current Medicare rebates often inadequate for ongoing therapy and specialised treatment.

Resource shortages, particularly of psychologists and psychiatrists, must be addressed through increased training of healthcare professionals and the expansion of telehealth options, which can reach rural populations effectively. Fernando emphasised the need for tailored services for diverse groups facing unique mental health challenges.

Overcoming societal stigma, especially among men, remains critical. Statistics reveal only 15% of Australian men with mental health conditions seek help, with a substantial number dropping out of treatment. Fernando urged public figures to speak openly about mental health, fostering an environment where seeking help is seen as a sign of strength.

Crowned Cross Healthcare aims to deliver quality mental health services and encourages individuals to connect through their website and social media for support and resources. More systemic changes and discussions are vital for improving mental health care access.

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Meta initiates layoffs, prioritizing AI focus, efficiency

Meta begins layoffs targeting low performers, aiming to trim 5% of workforce for AI investment amidst industry-wide efficiency drive.

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Meta begins layoffs targeting low performers, aiming to trim 5% of workforce for AI investment amidst industry-wide efficiency drive.

In Short

Meta is laying off about 4,000 employees, or 5% of its workforce, as part of a shift towards AI and greater efficiency. This move, part of a broader trend in Big Tech, has raised employee fears about job security and a culture of fear under CEO Mark Zuckerberg.

Meta has initiated significant layoffs, impacting thousands as the company pivots towards AI investment and efficiency.

CEO Mark Zuckerberg aims to eliminate around 5% of the workforce, equating to nearly 4,000 employees. This decision aligns with a broader trend among Big Tech firms to streamline operations after extensive hiring during the pandemic.

Reports indicate employee anxiety regarding these changes, with some claiming a culture of fear under Zuckerberg’s leadership. Concerns include the potential reputational damage for employees laid off under performance-based criteria.

Affected workers in the US will receive severance packages, including 16 weeks of pay plus additional compensation based on service length. Nonetheless, some employees fear that innocent parties could face cuts to meet corporate quotas, hindering workplace morale.

The layoff strategy will target employees receiving low performance ratings, with management instructed to identify up to 15% eligible for cuts. Notifications will occur across different time zones to affected employees via email, with access to company systems revoked shortly thereafter.

European employees in specific countries will follow local regulations, which may alter the process.

As part of restructuring, Meta is consolidating teams, particularly merging Facebook and Messenger groups. The Reality Labs division is being realigned with the main business to reverse previous organizational changes.

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