We left even more determined [to help],’ says Natasha.
Through their ethical fashion label, the duo are offering a new way of life for the victims of sex trafficking in India Lady Natasha Rufus Isaacs is rather embarrassed by the fact that she has been called the ‘moral compass’ of her privileged peer group.
‘We were so overwhelmed by what we saw and became so concerned about human trafficking – many of the girls we encountered working in the red-light districts in Delhi and Kolkata had been taken from poor rural areas – that we decided we had to do something about it.
We both love fashion and it seemed to us that by starting an ethical brand of clothes, some of which could eventually be made by young women who had come out of the sex trade, we could not only publicise the plight of these girls, we could offer them an alternative way of life,’ says Natasha, who calls fashion a weapon in her fight against the injustice she witnessed in India.
During the setting-up process, Natasha and Lavinia have been dependent on their parents and joke that they have been ‘living off baked beans’, but they have high hopes.
Their ambition is that Beulah’s profits will be used to set up education programmes in the rural areas of India and Bangladesh, where so much of the human trafficking for the sex trade takes place.‘We want Beulah to be a fun, uplifting label.