Tree of life

 

ON THE TRAIL WE BLAZE

During the late 60's,an Australian  based couple (John and Wendy Borthwick) set out on a jet plane to hitch hike on the hippie trail to the exotic and colourful subcontinent of India. Having just a back pack, two flimsy air mattresses and a few hundred dollars in their pockets, they were in for a journey full of adventure. They believed that luck would lead the way!  

Their journey was to say the least, a complete eye opener. Witnessing the everyday sights of naked emaciated beggars, lepers without noses, bulls casually wondering the streets, and poverty stricken families, the two young travellers were abruptly awakened.

But it was the beginning of a life long love affair with India. 

A partnership evolved in 1960, beginning a handcrafts store in Edgecliffe, Sydney called Meher Handcrafts. John set about making fringed leather moccasins; belts and sandals while Wendy sewed calico dresses and strung beads. Here they sold their first Lucknowy kurta shirt, a garment, which is still going strong in Tree of Life today. 

Their journey continued through babies and business with the many ups and downs and detours and roundabouts which life brings. John and Wendy began their own wholesale business 'White Cloud' in 1979.

Things were changing. But the business was always firmly based in India and its enchanting, colourful handcrafts and romantic, comfortable clothing. 



In the early 90’s, the first Tree of Life store opened its doors in Balmain, Sydney. The idea was to appeal to the Bohemian spirit regardless of age, size, gender, religion etc. Gradually, the number of stores has increased. With the help of a wonderful team, the concept and design of the stores has evolved and been refined. But the product heartland remains India and its ancient tradition of decorative arts and crafts. And the clothing is always meant to reflect romance, to encourage freedom of expression and to provide comfort and self confidence. 

Hence the name Tree of Life...a Tree to provide inspiration and beauty for one and all.

Gypsy ranks 

 

When walking into a Tree of Life store, you are guaranteed to be greeted by a lovely sales assistant dressed in full bohemian attire, who have the most genuine nature and make you feel at ease almost instantly. The shop assistants, are the face of the business. Meaning basically they are the ones who either make the customers feel welcome, or turn them off coming into the store. They play a very important role in the company's structure.
But if the shop assistants don't make you feel at ease, then the combination of the incense, the chilled out music, and the array of colours, prints and textures surrounding you definitely will!!!!
Recently a trip to Broadway Shopping Centre in Sydney was undertaken. After having a good old browse, i struck up a conversation with the shop assistant behind the counter. She was dressed in a loose flowing kaftan, with beads, rings and all kinds of trinkets draped around various parts of her body. She was a post graduate if fashion buisiness and design and had  love for the bohemian way of life. She told me during the busy months of the year, there can be 3-4 shop assistants in the shop, but in the quiter months, there can be as little as 1.

Tree of life are able to get those colourful, vibrant, bohemian colours and embroidery techniques, because they produce their goods offshore, in India!!!! This was totally the right move for their brand! No where else could you find such appropriate dyes, dyeing techniques, embroidery, and Indian motifs that show in the Tree of Life patterning.

(India mainly uses motifs involving nature; more specifically, flora and fauna, and religious spiritual figures. For example, flowers and leaves could be used as a motif in a block print , as could elephants, or a Hindi god. These motifs appear on many Tree of Life designs. )

Global Love





Global Love is a mindset that Tree of Life takes seriously. "We are committed to ethical manufacture and trade, and the support of the communities associated with Tree Of Life."

A series of ongoing sponsorship programs give structure to Tree Of Life's charitable works, and include supporting three very important projects:

Touch of Love:

This program provides education, food, clean water and access to medical and dental facilities for children living in dire poverty. Wayne and Vicki Galler oversee these sponsorships around the world and report back to Tree of Life so they feel connected to our sponsored children and we know our money is making a real difference.

In India right now they sponsor 110 children in different areas through Maharashtra State. Once these sponsored children graduate and have passed their college entrance exams, they then extend sponsorship to new deserving children. Each of the Tree of Life stores takes responsibility for a number of children.

 

The Meher Free Dispensary:

Avatar Meher Baba [1894 - 1969]

The owners of Tree of Life have been followers of Meher Baba since 1968. Through the Tree of Life stores they provide information about Meher Baba's life and message. All Tree of Life stores stock a small selection of books and pamphlets about Meher Baba.

"To penetrate into the essence of all being and significance and to release the fragance of that inner attainment for the guidance and benefit of others, by expressing, in the world of forms, truth, love, purity and beauty-this is the sole game which has intrinsic and absolute worth. All other happenings, incidents and attainments in themselves can have no lasting importance."

 

Mango Tree plantation project

Tree of Life has started a tree-planting program in Dhablepuri village in the state of Maharashtra, India. Dhablepuri is located in a dry and barren area. It is a very poor village.

Tree of Life consulted a professor of agriculture about what was the most appropriate tree to establish here. She advised planting mango trees.
he owners of Tree of Life were present for the planting of the first tree.
" We are excited by this project which primarily aims to bring a cash crop to the village, as well as add a touch of beauty and abundance to the dry surrounding land."

Splendour in the Grass

This year, Tree of Life set up a pop up shop in The Very Small Mall at the Splendour in the Grass festival in Woodfordia, Queensland.

Festival-goers were invited to explore their well-stocked tipi and adjoining chill out zone.

 

 

 

What products are available?

When walking into a Tree of Life store, you are surrounded by many different products. For example, at the Broadway Tree of Life in Sydney, the Shops window display during some of September 2012, included, 2 mannequins in very relaxed poses, draped in light, flowing bohemian patterned garments, with bangles and rings on the mannequins fingers, and head scarves and bands placed beautifuly around the heads. Next to the mannequins feet, were indian floor cushions, with small, embellished decorative boxes on top of them. Then the eye was drawn to a small Babushka doll, next to a flower. This is an example of how many different elements there are to the brand.

Jewellery: This product category is broken down into sub categories. Fahion Jewellery and Silver Jewellery.

Fashion jewellery tends to be less expensive with more colour and vibrance. Feathers, jewels, stones, metals, chunky wooden beads and tiny shells may be a part of fashion jewellery products. Rings, earings, necklaces, headbands, hair decorations,bracelets and bangles make up this sub category.

Silver jewellery tends to be more expensive, mainly because it includes silver and some form of precious stone. The silver jewellery is situated in glass cabinets within the store, in sections of stones and colour. For example, one section will be all rings and earings and pendants with moonstone in them. Then next to that, there will be a section with all the things with amber in it etc.

 Accessories: Includes head scarves, silk scarves, winter scarves, hats, gloves and bags.

Homewears: Including cushions, wall hangings, boxes, wooden block prints, babushka dolls, incense, incense holders, canles, pencil boxes and more.







Clothing: This ranges from short skirts, flared skirts, long skirts, wrap skirts, tops, dressed, pants, kaftans, cardigans, ponchos, and basically every other form of day wear you could think of.

 

 

How much is Tree of Lifes products?

The Tree of Life customer could expect to spend anywhere between $10 and $100.

 

 

 

A shoot from Tree of Lifes most recent collection. In stores now (november 2012)

 

Who shops at Tree of Life?

If you're the type of person whos eye is caught by things that sparkle, or vibrant colours, or maybe you have advanced senses and are able to smell incense from a mile away. Then you are a Tree of Life customer. I've noticed on my travels around multiple Tree of Life stores, that my fellow shoppers and I all share something similar, a love of colour, print, difference, and the bohemian sense of freedom. Whether you are in the store to buy a pair of earings, or an entire wardrobe full of clothes, you are stilll someone who is different and stands out from the crowds of black and navy dressed lemmings that walk the streets. A Tree of Life customer is someone who appreciates excoticism and loves to dress in colour and style!







.Amore.