As summer fades and fall colours begin to blaze, I am reminded of the beauty of seasons. There are seasons in nature, seasons in life, and also, seasons in business.
In a challenging retail environment, Ten Thousand Villages is not immune to the pressures. As sales began to decrease, we undertook a massive brand exercise beginning in Fall 2013. The purpose was to determine, how best to engage with you, our current loyal customer and to determine how do we become relevant to a new generation of customers whose values align with ours.
You will begin to see a new generation of our logo and overall visual identity. We are excited about this freshening of a logo that has so much meaning. The logo and typeface are a reflection of the connection between the global village and our homes. The continuous lines represent our on-going connection, and the variety of sizes and shapes in the windows and doors represent both the homes of our makers, and ours. The house in the middle, more reflective of a North American home is nestled within the global village, representing our connection to the global village through the products purchased at Ten Thousand Villages that we bring into our lives.
We have already reinvented seven of our stores in Canada, and look forward over the coming months and years to rolling it out further. The new in-store experience is an effort to highlight our makers and their products in a fresh, engaging way. We love that the craftsmanship and care that goes into each piece is more visible. We are also pleased with the artisan photos and stories, and the connection to our lives.
Our website has undergone similar changes. Updating our maker information, highlighting products and through our digital media, telling the stories of the people behind the products. If you are not already following us on Facebook, Twitter, Instagram or Pinterest, I would invite you to join us!
You will see changes at Ten Thousand Villages Canada. However, our mission:
To create opportunities for artisans in developing countries to earn income by bringing their products and stories to our markets through long-term, fair trading relationships.
Has not, and will not change.
We are a retailer with a story… it’s a story of quality, handcrafted products, retail realities and challenges,but most importantly, it’s a story of life-changing artisan impact. We invite you to join in our story!
CEO, Ten Thousand Villages