Canadian Social Startup with a Powerful Global Mission Launches Crowdfunding Campaign

by Mariana • 10 May 2018

May 3, 2018, Canada – Tribe of Lambs, the brainchild of Calgary-native Bobbi Paidel and her British counterpart, Phil Haley, has launched their “Year of Tribe” crowdfunding campaign on May 3rd, 2018. Aiming to raise $20,000 over 30 days, the Tribe is raising capital to scale their brand, and ultimately bring maximum impact for their beneficiaries – children living with HIV.

After a life-changing trip to India in 2014, the duo established the socially minded jewelry brand. The children and artisans Paidel met in India impacted her so deeply that she decided to undertake this project. Paidel describes Tribe of Lambs as a platform for compassionate consumerism, offering their customers a way to give back to those in need. A moving trend in the fashion industry, compassionate consumerism demands transparency in company supply chains and business ethics. To ensure fair trade standards are met, control the quality of their products, and develop personal relationships with their artisans, Paidel and Haley frequently spend time in India, allowing them to maintain close ties with their projects and producers.

The powerful team has exceeded expectations of what is truly possible in the world of social enterprise through their mission for HIV positive children in India. Wrapping up their third year in operations, Tribe of Lambs has raised over $46,000 from jewelry sales and fundraising initiatives, all of which will benefit its official gifting partner: Rays Aasha Ki Ek Kiran Home for HIV Positive Children in Jaipur, Rajasthan, India. With fear and discrimination still rampant in India, Tribe of Lambs aims to remove the stigma associated with the illness and raise awareness by working with Rays. Connecting the consumer to the cause through their unique storytelling, the thread of compassion is communicated throughout their brand.

Coming off the end of their crowdfunding campaign, the Tribe will hit the road on a cross-continental tour, making stops across Canada and the States to spread their story, mission, products, and invite thousands more to join the Tribe.

On May 3rd 2018, join Tribe of Lambs in its mission to becoming a long-term, sustainable business and to continue helping HIV positive children in India. The campaign runs through until June 1st.


For more information about Tribe of Lambs, please contact 




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