How She Did It: Lena Ward's business "re" helps people in Cambodia

http://www.indystar.com/

via CAAI

Nov 6, 2010

Lena Ward's online store carries products made in Cambodia from recycled materials. Here, she shows a selection of her inventory. The products are made by women -- and some men -- who have come from difficult circumstances. / Michelle Pemberton / The Star

via CAAI

Written by

Barb Berggoetz

It was almost happenstance. Or perhaps it was fate.

Lena Ward and her family were vacationing in Hong Kong, China and Cambodia when she happened to see a simple shopping bag made out of a rice bag in a small shop in Cambodia.

Trained as a fashion designer, Ward found the bag compelling. In fact, at 4 a.m. the next day, she awakened her husband, Pete, chief operating officer for the Indianapolis Colts, to tell him she wanted to use rice bags as material for products of her own.

Lena Ward shows her necklace, which is made of melted-down land mines and bombshells. "Re" is the name of the business she has founded. / Michelle Pemberton / The Star

Her mind started clicking with other product ideas -- from jewelry made of recycled land mines and bombshells to placemats made of woven reeds. The sight of such a devastated Third World country with many needs and poverty-stricken people also stuck with her as her plans developed.

A year later, Ward is launching her new web-based business, called "re." It means "again" or "anew" in Latin. The name reflects the recycled and repurposed materials used to make products, as well as new jobs for Cambodian workers.

Ward, 46, took the leap to create her own business after having stayed home to raise her daughter Mady, now 16, and son Sam, 14. During that time, she was a freelance designer. Along the way, she found time to earn a black belt in karate and to run in the Cincinnati Flying Pig Marathon.

Earlier in life, she earned a political science degree at Florida State University, studied design at the Fashion Institute of Technology in New York and in Paris, and worked on Seventh Avenue in New York and for Logo Athletics, now Reebok.

Now, she's concentrating on her own business. But her NFL ties have led her to design Colts cheerleaders' uniforms and to be among several spouses of NFL players or officials who modeled a new line of fashionable NFL apparel (www.nfl.com/women).

What motivated you to create a business in Cambodia?I wanted to start a business, but it needed to be more than a paycheck. I was very inspired by the woman I met who used old rice bags to create shopping bags and other items. She left a career, moved to Cambodia and started a workshop employing homeless women.

How is your business helping people in Cambodia?It is a profit-making venture, but a percentage of the proceeds is going to a Cambodian charity, which helps families avoid the problems of drugs, sex trafficking and slave trade. The charity provides children with health care in schools and meals and helps families set up micro-businesses.

The four workshops I've found to make the products are fair-trade shops that employ local woman and men who are homeless, poor or without jobs. They pay $70 per month, compared to the average wage of $45 to $50, plus overtime, when needed, and provide better working conditions. In addition, I pay bonuses to workers who meet production deadlines. Also, I intend to donate proceeds to a U.S. education charity.

What products will be sold?I created 12 designs of pendants, bracelets and earrings being made from recycled metal. Some have rubies mined in Cambodia. Workers also weave reeds to make placemats, napkin holders, coasters, wine carriers, laptop computer cases and small notebooks. Rice bags, made from a durable but malleable fabric, are being used to make messenger, duffle and beach bags, over-the-shoulder purses and pet leashes and collars.

What has been a key to your success?To do business in Cambodia and probably in a lot of Third World countries, you need a lot of patience and a good sense of humor because of language barriers. You also have to be creative and flexible. You have to keep in mind the heritage and culture.

What advice would you give others following in your footsteps?As I've gotten older, having two teenagers and a career before, I've learned it's better to take your time and not rush. Being very involved in every stage is important.

How is your business helping people in Cambodia?

It is a profit-making venture, but a percentage of the proceeds is going to a Cambodian charity, which helps families avoid the problems of drugs, sex trafficking and slave trade. The charity provides children with health care in schools and meals and helps families set up micro-businesses.

The four workshops I've found to make the products are fair-trade shops that employ local woman and men who are homeless, poor or without jobs. They pay $70 per month, compared to the average wage of $45 to $50, plus overtime, when needed, and provide better working conditions. In addition, I pay bonuses to workers who meet production deadlines. Also, I intend to donate proceeds to a U.S. education charity.

What products will be sold?I created 12 designs of pendants, bracelets and earrings being made from recycled metal. Some have rubies mined in Cambodia. Workers also weave reeds to make placemats, napkin holders, coasters, wine carriers, laptop computer cases and small notebooks. Rice bags, made from a durable but malleable fabric, are being used to make messenger, duffle and beach bags, over-the-shoulder purses and pet leashes and collars.

What has been a key to your success?To do business in Cambodia and probably in a lot of Third World countries, you need a lot of patience and a good sense of humor because of language barriers. You also have to be creative and flexible. You have to keep in mind the heritage and culture.

What advice would you give others following in your footsteps?As I've gotten older, having two teenagers and a career before, I've learned it's better to take your time and not rush. Being very involved in every stage is important.