Reflecting on eleven years of Loyal with co-founder, Sarah Beisly.

Joel:
Hi everyone! I’m joined today by Sarah Beisly, one of the co-founders of The Loyal Workshop. Sarah and her husband, Paul, started The Loyal Workshop 11 years ago in Kolkata, India. This week, we’re celebrating the 11th anniversary of The Loyal Workshop, so I thought it was the perfect time to sit down with Sarah and reflect on the journey so far—and look ahead to what’s next.

I’m Joel, part of the sales and marketing team here at Loyal, and I’m based in Ōtautahi, Christchurch, on New Zealand’s South Island. Sarah, where are you joining us from today?

Sarah:
I’m in the beautiful Karangahake Gorge, in the North Island of New Zealand.

Joel:
This is quite a change from our days in Kolkata, isn’t it?

Sarah:
Yep! There’s definitely more green space and fresh air here.

Joel:
Yeah, just a bit quieter too—not a bad thing for a video call!

Looking back over the past eleven years, is there a particular moment that stands out for you—something you’re especially proud of?

Sarah:
There are honestly so many moments when my heart just swelled with pride. But one that really stands out happened last year when we were in Kolkata celebrating our 10th birthday. We took the whole team out to a barbecue restaurant, and it was just incredible to see how confident our artisans were.
They were ordering food, asking the waiter for shrimp—completely owning the space. One artisan beside me started eating with a knife and fork but then switched to eating with her hand, saying, “I don’t need that,” and just relaxed into being herself. That moment was like a dream fulfilled for me. I’ve always hoped that our staff would experience social healing and freedom—to be able to walk into a restaurant and truly be themselves. And that night, it happened.

Joel:
Yeah, that was such a fun evening. I think my personal highlight was belting out You're the Voice by John Farnham!

Sarah:
Haha, yeah, that was a classic! I think our local staff were slightly confused by that moment!

Joel:
Over 11 years of running an ethical “freedom business”—as we sometimes call The Loyal Workshop—how have your ideas around those concepts changed? Do they still look the same as when you first set out?

Sarah:
We’re still just as passionate about being ethical in how we operate, but I’ve realised how hard it is to actually live that out. Our fair trade certification really challenges us to keep raising the bar in terms of ethics and transparency. We’ve made progress, but honestly, we’re not there yet. I thought we’d have nailed it by year 11—but we still have a long way to go.

As for being a freedom business, I used to think that meant creating freedom just for our employees. What I didn’t anticipate was that I would go through my own freedom journey—especially in relation to my mental health and recovery. It’s been powerful to realise that my freedom story is intertwined with the stories of our artisans. If we’re truly a freedom business, then everyone involved should be growing in freedom, not just those we employ.

Joel:
That’s so powerful. I’m sure when you and Paul started Loyal, you knew it would be a tough road. But was there a challenge that caught you completely off guard?

Sarah:
Oh, there have been so many unexpected challenges! One that’s really present for me right now is how hard it is, as a founder, to hand over leadership to the next generation.
We put a three-year succession plan in place, working hard to shift from a foreign-led model to one that’s truly led, governed, and owned locally. We made real progress—and I even stepped back from the day-to-day. But then, due to some recent challenges at Loyal, I’ve had to step back in as Managing Director, which wasn’t part of the plan. It feels a bit like two steps forward, one step back.
Still, we remain deeply committed to empowering local leaders and helping them take full ownership of Loyal.

Joel:
In light of both the challenges and the wins, what gives you hope? What are your dreams for The Loyal Workshop over the next decade?

Sarah:
I’m not sure I can look that far ahead—how about I share our goal for 2029?

Joel:
Absolutely!

Sarah:
By 2029, we hope to have thirty amazing artisans crafting beautiful leather goods. Right now, we have thirteen, so that’s a big jump. We want to see more women in the red-light area where we work experience freedom.
One of our artisans said to me recently, “When more women experience freedom, the freedom of those at Loyal grows too.”
I think that’s such a beautiful vision—freedom expanding outward, lifting everyone with it. That’s what we’re aiming for.