148 322
LIFE&FAMILY
148
July14
Since she moved from Hong Kong ten years ago, Ella’s been
a dedicated shelter volunteer and active board member for
the Society for the Prevention of Cruelty to Animals. In 2012,
she took her passion a step further by creating
Animal
Merchandise
, a colourful collection of animal-print products
– from oven mitts, aprons and coasters to tote bags and
apparel – that gives back through its sales, and helps raise
awareness of local animals in need. Officially launched in
2013, the line is carried at Robinsons Orchard, Takashimaya
and select home gift stores.
What prompted the creation of Animal
Merchandise?
My experience in both fundraising andmerchandising inspired
me to turn my passion into a business with a strong social
responsibility. I wanted to combine my work with my love of
helping animals, and this was the perfect way to do it.
How did you choose which shelters to support?
It was very hard to shortlist the shelters for our Animal
Merchandise Donation Programme, but in the end, I chose
the ones that I’d either volunteered or done joint projects with,
knowing that they had efficient adoption programmes in place.
I selected both big and small shelters, known and relatively
unknown, that support a mix of dogs, cats, rabbits and wildlife.
How are proceeds distributed?
We contribute toward certain items from the shelters’ wish lists
once a year. This includes donations toward rescue vehicles,
sterilisation programmes, veterinary services, food, medical
supplies and animal welfare awareness campaigns. The
reason we donate toward specific items is so that we know
exactly where and how the funds are used. Every year, we post
all of this on our website for the information of our customers.
ELLA SHERMAN has been caring for all kinds of
creatures for as long as she can remember. As a
child, she’d befriend stray dogs, and even try to
resuscitate the fish her mother brought home for
dinner. (Little wonder she’s been a vegetarian for
most of her life.) Now, Ella has started her own
business to help animals in need, while still finding
time for her real estate career. We spoke to the
British expat about her foray into entrepreneurship,
and the furry friends who benefit from it.
animalmerchandise.com
What’s it like to juggle two careers?
It’s hard work and exhausting, but completely worthwhile.
Not only are we getting positive feedback from Animal
Merchandise customers, but animal shelters are benefitting
from us spreading the word about pet adoption. The feel-good
factor it gives me is absolutely priceless.
Where else is Animal Merchandise sold?
We’ve distributed Animal Merchandise to Kuala Lumpur,
Shanghai and Seoul, and we’ve chosen two or three shelters
in each of these locations to support. We’re also expanding
into stores in Hong Kong and Bangkok this year.
Animal Merchandise benefits eight local animal welfare organisations:
Animal Concerns Research and Education Society |
acres.org.sg
Action for Singapore Dogs |
asdsingapore.com
Cat Welfare Society |
catwelfare.org
House Rabbit Society Singapore |
hrss.net
Noah’s Ark Cares |
noahsarkcares.com
Oasis Second Chance Animal Shelter |
oasis2ndchance.blogspot.sg
Society for the Prevention of Cruelty To Animals |
spca.org.sg
Voices for Animals |
facebook.com/VFASIN
Merchandise
Meaningful
By Amy Greenburg
Ella with her dogs,
Freddie, Rupert and
Trinny – Maltese,
Pomeranian and
Chihuahua, respectively.