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RESPECT is our highest priority. We treat ourselves, our community and our employees and contributors with dignity. We value individual differences, experiences and viewpoints that make each of us unique. We honour the natural world and any materials involved in creating our products.

We are committed to a SUSTAINABLE future. We are proud to be a British, female founded company, working with local, UK-based suppliers. The Journal is printed and bound in Norwich, and the cover is TOILE OCEAN – the first book cloth ever to be woven from 100% recycled plastic waste. The paper is FSC-certified (FSC stands for Forest Stewardship Council – these brilliant people look after our world’s forests). All our packaging is made using recycled card or FSC-certified paper and is printed with soy based inks. It’s also all either recyclable or compostable (for instance, our stickers and their backing will biodegrade in 90 days in your compost bin). We plant a tree for every journal sold and work with Ecologi to ensure we have a Climate Positive Workforce.

We believe COMMUNITY is essential for our own health and that of the world around us.  The community ties that once held us have weakened, which creates more pressure on the individual to support themselves; we aim to help relieve that pressure in our own, small ways. We foster networks of like-minded individuals and organisations who are committed to supporting and championing one another. We love creating opportunities for people to come together, help others and keep one another accountable.

We seek to EMPOWER our community and our business at every opportunity. The tools we have are ones we’ve learnt from others before us – we are simply passing down knowledge and equipping others with these tools to help themselves. We encourage ourselves and others to follow what's best for them. We don’t have all the answers, and we definitely don’t know anyone better than they know themselves. 

We value IMPERFECTION. We encourage a “Live It Don’t Fix It” mentality, and believe that we all make mistakes and everyone deserves a second chance. We try not to sweat the small stuff, and to remain flexible and open in the face of challenges and difficulties. We think imperfect things are more interesting than perfect ones. We know we're imperfect and won’t always get it right. 

We believe in JOY. We don't view it as a state of being to aim for (like happiness), but rather a way of being in the world. It allows for sadness and sorrow and unfairness, but it’s full of hope and encourages us to aim for contentment and to search for the small things that lift us up in everyday life.