PEBBLES MAKE RIPPLES: AN INTERVIEW WITH THE CREATIVE MIND BEHIND PEBBLE MAGAZINE

After coming to the realisation that we all need to start making a dent in the planet’s problems, rather than retrain as something useful like a mushroom farmer or shoreline manager, Georgina Wilson-Powell, the founder and creator of Pebble Magazine, decided to set up an online platform to support, share and promote positive stories from people who are doing far more cool and worthy things than writing for a living. It took her longer to decide on a name than it did to upend her life and launch an independent magazine.

photo-1464896884302-b2985a79d7f4.jpg

WHAT IS PEBBLE MAGAZINE ALL ABOUT?

pebble magazine is all about ethical living for people who want to live a stylish sustainable life.  We're not about making you feel guilty or asking you not to buy stuff or to live on mung beans for the good of the planet.  We're working to show people that actually, sustainable choices are more easy, stylish and fun than you think – you can look good and do good, basically!

We cover food, fashion, travel and design and write about everything from food waste initiatives, to why yaks are key to restoring Mongolia's landscape, alongside handy round up lists of ethical fashion brands and organic skincare people we love.

WHAT INSPIRED YOU TO START UP PEBBLE?

I've been a magazine editor for 15 years and a freelance travel journalist for seven  – I wasn't getting the stories I'm passionate about commissioned and I saw a gap in the market for a well designed online magazine where everything we talk about just happens to be sustainable or ethical.  Some of the most exciting developments, designers and pioneers in every industry are trying to find more ethical approaches and solutions to problems.

TELL US ABOUT YOUR HASHTAG #PEBBLESMAKESRIPPLES?

We see each of our stories as a pebble which has the power to cause ripples and affect change.  I believe in the power of a good story to change the world, and that's what I'm trying to harness through pebble.  People need more positive news and inspirational stories rather than doom and gloom statistics.  We're about showing not telling.

IS THERE ANYTHING IN PARTICULAR PEBBLE DOES OR IMPLEMENTS TO MOVE TOWARDS BEING A SUSTAINABLE BUSINESS?

We're online rather than a print magazine for environmental reasons.  I travel much less than I used to when I was just in travel journalism and nearly all our meetings are through video conferencing.  My website and design team for example are in a different city and we work solely in the cloud.  I'm also setting up a sustainable consultancy next year to advise brands who want to reposition themselves in the green space or need help telling the right stories.

WHAT HAS BEEN YOUR FAVOURITE STORY OR FEATURE SO FAR?

I'm very lucky in that I get to talk to fascinating people every week and probe them with questions. I've loved our interview with zero waste chef Douglas McMaster but also our big feature on the impact that cheap fashion has on our environment.

WHAT WOULD YOU LIKE TO ACHIEVE WITH PEBBLE?

To change the world!  Seriously, that and to also help raise awareness of the wonderful brands that are out there, not on the high street, but online who are working to put their people and the planet before profit.  To me that's the way forward.  We need businesses and brands of all sizes on board.  We also have some expansion plans up our sleeves for next year!

You can check out Pebble Magazine online at www.pebblemag.com/.