Our Mission

OUR MISSION

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

When I became a mother, it acutely struck me how much I could do to alter my child’s environment in order 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. There were so many children battling things I couldn't possibly imagine. And I kept asking myself - what is it that makes one child's opportunities so strikingly different from another's? Privilege? Location? Race? DNA? The list is endless. This forced me to face the painful realisation that children aren't born equal. The child born into a war-zone in Libya does not have the same opportunities as the child born in the suburbs of England. The child born with a rare genetic life-threatening blood disease will unlikely experience the same quality of life as the child born with perfect health. And it is the job of anyone who sees the potential in all children in their complete wisdom and beauty, to try and change this painful fact.

I started getting involved with several Kids Charities around the time of my son’s First Birthday. Like with most first-borns, the amount we had accumulated in that short year was a lot. And it was definitely 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 of 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 who were building the country’s first children’s hospital. With one paediatrician 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 into help. Raising money for Little Hills became our First Birthday initiative, and this initiative has now become an annual tradition with both 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 that that.

As part of our Company's mission, we pledge to give a donation 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