Since 2010, Uncommon Union (UU) has effectively connected artisans from crisis-affected communities to global markets, starting with the ‘Choose Haiti’ initiative co-founded with Caribbean Craft after the Haiti earthquake. This project employed displaced Haitians to produce bracelets from recycled materials, marketed globally with the help of entities like the Haitian government, World Vision, and the Clinton Foundation. Despite early success, subsequent challenges arose due to decreased media focus and consumer fatigue. In response, UU launched Maiden Nation, a global artisan jewelry marketplace, in collaboration with Willa Shallit and Juliana Um. This new venture was introduced alongside Glamour’s Woman of the Year Award and featured partnerships with Chan Luu, the United Nations’ Ethical Fashion Initiative, and Sean Penn’s JPHRO women’s coop. Maiden Nation gained additional prominence through the involvement of luminaries such as feminist icon Gloria Steinem, Yoko Ono, Lauren Bush, and Rachel Roy. Further expanding its impact, UU also partnered with Kate Spade’s On Purpose program to foster artisan business incubation. UU’s comprehensive efforts in strategic planning, execution, and public relations have significantly contributed to the commercial and social success of these initiatives.

Uncommon Union played several key roles:

Strategic Planning: Developed the concept, brand and marketing plan for Choose Haiti and Maiden Nation.
Execution and Management: Coordinated artisans and businesses to sell products through multiple channels.
Public Relations: Managed communications and secured global media coverage.
Product Branding and Marketing: Helped artisans brand and market products for commercial sales.
Partnership and Resource Mobilization: Attracted support from government officials and businesses.