Seven years have passed since we last spoke with Godie Van de Paal, the visionary founder of Kingdom of WOW (KOW), an ethical handmade footwear manufacturer based in Siem Reap, Cambodia.
In the intervening years, Godie has navigated a world reshaped by the pandemic and evolved her socially conscious business to prioritize sustainability and ethical practices. This interview delves into the transformative journey of KOW becoming a leader of fair trade and ethical production in Cambodia and explores its enduring impact on the local community.
Q: Looking back: Since our last interview, so much has happened. What have been KOW’s most significant achievements in recent years?
A: The past seven years have been incredibly eventful! The COVID years were challenging for most businesses, but we have been fortunate to grow during this time. With a home product sold online in Western markets, the pandemic years saw our company increase its sales. We’ve grown considerably; we are now a team of 30 people and have welcomed two new investors on board.
We also moved into this incredible new workshop. We designed it with our artisans in mind, prioritizing their well-being. It’s filled with natural light, we use bamboo and wood, and there’s a beautiful tropical garden view. It’s a joy to work in.
Sustainability has been a constant focus. We’ve made huge strides in reducing our environmental impact. We’ve eliminated almost all plastics from our production, replaced acrylics with eco-friendly materials like bamboo and Lyocell, and constantly refined our packaging to minimize waste. It’s been a journey, but we’ve achieved B-Corp certification and were recently awarded for being the most innovative SME in Cambodia!
Q: KOW’s mission is to create comfortable products while ensuring the well-being of the artisans. How has KOW made a tangible difference in the lives of your employees?
A: Offering women with little to no education a well-paying job has a massive impact on them and their communities. Most of our artisans are the ones who bring in the bulk of the family income, which greatly improves their position within the family and has a positive impact on emancipation. We’re committed to providing fair living wages, free daycare, flexible working hours, and daily lunches. It’s about creating a supportive environment where our artisans can thrive. This has led to a happier, more productive workforce, which is reflected in lower turnover and increased employee satisfaction.
Q: Is there an innovative initiative that has favored your staff’s well-being you are particularly proud of?
A: I’m exceptionally proud of our flexible work-hour system. We understand that balancing work and family life can be a real challenge, especially for mothers. That’s why we offer staff the flexibility to choose between a 40 or 48-hour workweek every three months. This allows them to adapt to their individual needs. As a mother myself, I know how important this flexibility is.
Q: How is KOW contributing to the development of your talents?
We strongly believe in investing in our team’s growth. We provide comprehensive training to all artisans and create opportunities for them to advance within the company.
For example, our 4 team leaders have only had the opportunity to enjoy a few years of primary education. At KOW, they have shown great skill and commitment and have gotten the opportunity to develop themselves professionally despite their lack of education. The second artisan I hired back in 2015 has worked herself up to Head of Administration, with KOW paying for her university degree. A seamstress who joined us in 2019 has been trained up to becoming our production planner: we added computer training and on-the-job training to her high school diploma and she now works with complex Excel files managing the production flow.
The knowledge that everyone in our team can work themselves up if they have the ambition to do so is very motivating for the team. Because they are valued for what they can do, what they can make of themselves, rather than a diploma or the lack thereof.
Q: As a long-term PDG partner, you have supported for years the principle of skilled qualified volunteering. What are your thoughts?
A: I admire PDG’s focus on impactful social enterprise development through skilled volunteering. Sharing professional expertise, like marketing or process improvement, offers greater impact to local businesses than traditional volunteering activities.
Q: How can international travelers engage with KOW and contribute meaningfully to their visit?
A: We welcome visitors curious about our business model and its impact. We have had visitors with expertise in quality control who provided us with remarkably valuable advice on how to improve some of our processes within the 1.5 hours they were visiting. Several times we have had visitors who operate a shop in their home country who started stocking our products after they visited the workshop, allowing us to spread the reach of our brand into new countries. We have had journalists visiting while on holiday, who did an article on us afterward based on the experience of their visit. All these examples are extremely useful and valuable to our company and help us grow and increase the impact we can make in the community.
Q: What advice would you give to aspiring social entrepreneurs?
A: It’s very difficult to give advice that is so general! But I guess the one thing that cuts through all sectors is perseverance. Looking back at my own journey, setting up a company in a developing country that I did not speak the language of, making a product that I myself could not even make, and then selling it in international markets with no background in sales or business administration whatsoever. Had I known the challenges, I might not have begun. But you take one step at a time, take things as they come, persevere, and leave any form of perfectionism at the door. Because if you wait for the product or the operations to be perfect, you will probably never launch. There is always room for improvement, but you do this as you go along.
Q: What are KOW’s long-term goals, and how do you envision the company’s future?
A: I dream of a future where our business model inspires other companies in the garment industry. I truly believe that manufacturing prioritizing employee well-being and adopting sustainable business practices is not just the right thing to do, it’s good business. It’s a win-win for everyone.
Be Part of the Change !
Godie Van de Paal’s journey with KOW exemplifies the power of ethical business and its positive social impact. You can directly support KOW and contribute to a more sustainable and equitable future by:
- Purchasing their handcrafted footwear: Choose to support brands like KOW that prioritize ethical production and empower artisans.
- Visiting their workshop in Siem Reap: Experience firsthand the dedication and craftsmanship behind their products and learn more about their impact on the local community.
- Volunteering your skills: If you’re a qualified professional or student with relevant expertise, consider sharing your knowledge and experience to support KOW’s growth and development. Explore their volunteer opportunities and make a meaningful contribution.
Every purchase, visit, and act of skilled volunteering creates a ripple effect, strengthening the community KOW supports and promoting a more responsible and compassionate approach to business. By choosing to engage with KOW, you become part of a movement driving positive change in the fashion industry and beyond.
