Building a better business through sustainable community
Veronica Simpson, design journalist and environmental psychologist visits a furniture company whose social and environmental practices are encouraging better impacts for clients, for their local community as well as the planet.
The ground floor entrance to Goldfinger’s shop and workspace is buzzing on my first visit to this pioneering, West London furniture design company. Set within one of the low-level buildings around Ernö Goldfinger’s Trellick Tower, this late August morning it is populated with curious locals as well as over a dozen young people who have been part of Goldfinger’s free Future Makers summer school — two weeks of hands on woodworking for aspiring creative students from three local secondary schools as well as young adults who are currently not in education, employment or training.
Our group files down the rickety staircase to the basement workshop where two of Goldfingers’ master craftspeople — Ian Burnell and Caspar Hornak — describe how they have created the elaborate, sculpted finish to some curving wooden cubicles for a luxury spa. Leslie Feeney (director of impact and partnerships) tells us something of the company and its ethos. It has been named after the architect of this iconic housing project, of course. But it was launched with the intention of honouring the traditions and skills of wood craftsmanship, as well as going the extra mile to contribute positively in its social and environmental footprint.
Once outside, we can see the timber frame of a small house standing sturdily in the backyard. It was erected by the students under the guidance of David Leviatin of London Timber Frame, who conceived of, built and supplied the kit as a tool to teach youngsters the power of sustainable timber construction. Nearby there are neatly finished wooden stools, each one hand-hewn by a student as a way of enriching their spatial and woodworking skills (these they get to take home with them today). There is a huge sense of pride and achievement, from the kids, from their parents and carers, and also from locals — one of whom declares he’s always ‘popping in’ to the studio to see what they’re up to. They have an ‘open door’ policy for the community.
Goldfinger was founded as a social enterprise in 2013 by Marie Cudennec Carlisle and Oliver Waddington-Ball. Over the ensuing ten years, they have cultivated a rich network of suppliers for local hardwoods, often sourced from salvage partners across London. When new wood is needed, they look for ‘treecycled’ wood, felled due to bad weather or cleared for construction, or as part of the regular coppicing required in managed British woodlands.
This kind of stewardship of material supplies takes time and energy, which has to be built into the price. Luckily, the craftsmanship and ethos of the firm more than justifies their fees as well as the loyalty of their clients. These include high-end retail and hospitality brands such as Soho Home, Selfridges, Tom Dixon, Whistles and Inhabit Hotels. It also includes architects and designers who commission bespoke furnishings — among them Squire & Partners, Foster & Partners and Ab Rogers.
Effy Harle, community outreach manager, says: ‘We work with hotels and high end residential clients, and 50% of our profits go into the social mission.’
As consumers and designers struggle to embrace what it means to take care of our planet and live within a smaller footprint, it might be helpful for them to realise that it’s not about avoiding shopping, but shopping better. Finding ways to identify what you really need is step one, of course. But getting what you need from folks who go the extra mile to support planet-friendly purchasing, whether that’s vintage, second hand or salvaged clothes and materials or buying brand new from people whose ethos builds in social and ecological value.
That’s another thing about Goldfinger. They invest in their local community. They offer mentoring and workshops to would-be makers through their Goldfinger Academy, which includes going into local schools to teach woodworking for one term each year, as well as community classes; they also mentor talented youngsters towards apprenticeships, including a paid apprenticeship in their own workshop. But they are also big on supporting people in need. For years, one half of their ground floor space has been occupied by a restaurant and café, Panella, run by a local Sicilian couple, whose steady flow of customers on my visit indicated clearly that they have a big local following; a few mouthfuls of a delicious Torta della Nonna cake to go with my coffee reinforced why. Even before but especially during the pandemic, Goldfinger staff assisted these café owners in preparing and also delivering free meals to the local community who were ill or shielding.
Says Carlisle: ‘At Goldfinger, we believe that people and planet are two sides of the same coin, and that sustainability can’t be achieved without supporting the communities we live and work in.’
If I knew that this kind of community enrichment was something a local design or service provision company was offering on a regular basis, that would give me even more reason to buy from them — whether I’m looking for a coffee or a chair. Activating a different approach to our consumer power is key to winning the battle over fast furniture, fast fashion, and impulse-purchasing mania induced by clever social media algorithms. There is far greater pleasure to be had using your purchasing power for something delightful, boosted by the knowledge that you are helping people whose ethical approach brings much broader benefits.
Veronica Simpson looks forward to talking with delegates about ethical design and consumer power at the Design for Planet Festival. She can be reached on LinkedIn and Instagram at: @veronicajsimpson
There is also a silent auction going on to raise funds for further Goldfinger Academy activities, which runs from 21 September to 11 October. Go on, splash out. You can do so in the knowledge that there will be no consumer guilt attached.
