LS#057- How One Activist Built an Ethical Online Shop: Sica Schmitz

Photo credit: Sarah Shreves

Sica Schmitz is the Founder and CEO of Bead & Reel, an ethical fashion blog and online boutique.

After spending a decade in the fashion industry, Sica was tired of struggling to find clothing and accessories that met her ethical values. She launched Bead & Reel to provide an easy shopping space where like-minded brands and consumers could gather.

In this episode, Sica admits to trying out multiple selling models in the early days.

As Bead & Reel began to grow, so did her expertise in ethical fashion, sustainability, and veganism and  Sica found herself a following of consumers interested in education, awareness, and activism.

Sica lays out all the nuances of sustainable and ethical terminology. She gives us guidelines to decipher whether big brands are using those terms as a marketing ploy or not.  Along with the blog and boutique, Sica is also the founder of the non-profit Fair Trade Fashion Show. You will quickly learn that Sica is out to change the world and make it a better place.


PT 1

PT 2


Listen on iTunes | Stitcher | Google Play | Sound Cloud | Or right here!



Sica Recommends...

Buffer App
Excel Spreadsheets 


Follow Sica at @beadandreel and @sica_schmitz on Instagram and Twitter, and @beadandreel on Facebook.  You can find out more about Sica and Bead & Reel at

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