OUR MISSION

I believe that everybody has an experience in their life that transforms them. Something that shakes you from your core. For me, that moment happened when I became a mother.

When I became a mother, it acutely struck me how much I could do to alter my child’s environment for him to flourish. And I was painfully aware of the stark contrast of the children who were not getting the same opportunities through no fault of their own but through mere limitations of what circumstances they were born into. And I kept asking myself - what makes one child's opportunities so strikingly different from another's? Is it where they were born? The colour of their skin? Their DNA? The list is endless. This forced me to face the painful realisation that children aren't born equal. A child born into a war zone in Libya does not have the same opportunities as a child born in the suburbs of England. And it is the job of anyone who sees the potential in all children in their complete innocence and beauty, to try and change this painful fact.

Our mission at Little IA is simple, and that is to try in the best way that we can improve the quality of lives of the children around us through donating a portion of sales from Little IA to children's charities worldwide and supporting them with their annual activities wherever we can.

I started getting involved with several Kids' Charities around the time of my son’s First Birthday. Like with most firstborns, the amount we had accumulated in that short year was a lot. It was fair to say that my son, at the very small age of one, certainly did not need more toys. Following the lead of another friend in the community who inspired me, I decided to do a charity initiative instead, requesting donations to my chosen charity in place of a lovely gift. Being on social media as a new mum is a series of endless rabbit holes, you’re suddenly looking at a teething toy, and end up on a page devoted to the indigenous tribes of the Amazon. We all know the drill. On one such occasion, I came across a charity called Little Hills, based in Rwanda which was building the country’s first children’s hospital. With one pediatrician to every 68,000 children, the statistics were mind-blowingly dismal, and I knew I could not just read this and go back to life as usual without stepping in to help. Raising money for Little Hills became our First Birthday initiative, and this initiative has now become an annual tradition with both of my kids. I encourage you all to try a similar initiative with your kids, teaching them as early as possible that they are never too young to make a difference. 

Fast forward a little, I have now discovered so many small and beautiful charities and non-profit organisations around the world that are working tirelessly in very different ways, but all with one common goal - to improve the happiness and lives of the children around us, and there is no better mission than that.

As part of our Company's mission, we pledge to donate from every single order that is placed on this site to a charity that is working above and beyond, often with small and limited budgets, to create a better, kinder more compassionate world for all children and give them the happiest possible experience of life.

Below you will find our Social Mission Timeline which encompasses all the beautiful charities we have been so fortunate to contribute towards. As a company, we are always looking for children's causes to donate to which aren't given the attention they so require - do feel free to message us directly if you have a cause you would like to share.

Roshni x