Founded in 2020 by Lady Stephanie Laing, with the support of her late husband Sir Martin, We Are Not A Shop has become a beloved part of Malta’s charitable landscape. The ‘sale’ of its selection of unusual, high-quality items has raised almost €200,000 in donations in just four years, with every cent benefiting two Maltese charities: the Save The Valletta Skyline Appeal and St John Ambulance and Rescue.
From its inception, the innovative enterprise was a community effort – a testament to Stephanie’s creativity and the collaborative spirit of those who supported her vision. “We Are Not A Shop has been a lifeline, funding ongoing operational expenses and enhancing our ability to serve the community,” says Dr Michael Frendo, Chairman of St John Ambulance and Rescue, which provides voluntary ambulance, first aid, firefighting and rescue services. “We’ll miss the spirit of this partnership. It has given us a strong foundation to continue our work and we’re committed to building on the momentum it created.”
Inspiring its distinctive name, We Are Not A Shop’s premises are exclusively virtual, enabling it to operate without using any funds raised for overheads. Helga Ellul, CEO of Advise Ltd, Save The Valletta Skyline Appeal committee member and one of the store’s influencers, shares her lasting lessons from it: “It has been a learning curve to see what a social enterprise can achieve with the right mix of creativity and a strong purpose. The site’s tastefully curated items for such an important cause make shopping a whole new experience.”
As it grew, the online store quickly gained a loyal following both locally and internationally. Ann Caruana Montaldo, who handles the initiative’s marketing and administration, found this global reach rewarding: “I am extremely proud of what we have accomplished in such a short time. For a Maltese site like this to have so many repeat international clients is amazing. We Are Not A Shop not only raised funds but also broadened awareness of these causes, reaching a public who might not otherwise have known about them.”
Stephanie’s vision for the project was deeply personal. Jo Caruana, CEO of Finesse Group, worked closely with her on developing the brand. “Stephanie brought incredible focus and passion from day one. Her background in interiors gave her an eye for beautiful objects and she poured that into We Are Not A Shop. It was a real privilege to watch the project grow, achieving its goals and building a brand people truly love.”
The initiative also inspired in many a renewed sense of pride in Maltese heritage. Chairman of the Events Action Team at the Save The Valletta Skyline Appeal, Tony Guillaumier, describes it as a vital partner in achieving its goal of restoring the iconic St Paul’s Anglican Pro-Cathedral. “We Are Not A Shop came to our rescue when we needed them most, plugging financial holes and meeting budget targets. Stephanie and her team were a constant source of encouragement and support in this massive undertaking to save the Cathedral’s tower,” he shares.
As it prepares to close on 17 December, We Are Not A Shop’s remarkable legacy serves as a model for innovative charitable giving across Malta’s business and philanthropic communities, proving how creativity, community and commerce can work together to achieve remarkable things, adds Jo Caruana: “We Are Not A Shop shows what can happen when passion and integrity are at the heart of a venture.”
Up until 17 December, We Are Not A Shop is open for in-store purchases of a vast selection of items ideal for Christmas gifts from Mondays to Fridays from 10am-2pm; on Thursday 5 December from 10am-7pm for late-night shopping and on Friday 13 December, a public holiday, from 10am-4pm. For more information, and to make final online purchases before 17 December, visit www.wearenotashop.com
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