Today’s consumers increasingly expect brands to act responsibly and reduce harm to the environment. E-commerce is part of this change, as more founders understand the value of helping communities and limiting their ecological impact. As Lawiza Tahir, founder of Ruby Designs, explains, “Social responsibility means treating all fairly and giving back to the community.” This piece highlights the stories of five founders working to bring about real change through their companies. Whether through environmentally conscious decisions or outreach efforts, these leaders are helping reshape the field. The United Nations views social responsibility as a key part of business support for the Sustainable Development Goals (SDGs), and these five founders are leading by example.

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Ruby Designs
Lawiza Tahir

At a time when family-run ventures are less common, this business thrives thanks to strong contributions from relatives. As Lawiza Tahir recalls, “My mum always used to ask me to set up socials for her business, and I always too busy with my studies to ever do so.” What began as a simple Instagram account turned into a growing online store. The company has gained attention for offering elegant, long-lasting Pakistani suits for women.

The Founder's Background

Coming from a line of business owners, this founder naturally followed a similar direction. Though trained in healthcare, the unexpected turn of global events changed everything. “I graduated in 2019, and had looked forward to beginning my career in healthcare. Whilst going through interviews to start a job, Covid had hit, and the world was on standstill,” she recalls. That moment opened the path to a growing digital business focused on ethical values and giving back.

More about the Company

This company aims to bring stylish, affordable clothing to women across different body types. They make sure their partners treat workers fairly and offer safe working environments. As Lawiza Tahir puts it, “Our decisions are about making a positive impact, by supporting fair wages or promoting cultural awareness through the clothes we sell.” Their choices reflect a strong commitment to doing good at every level of the business.

Key Challenges

Finding a balance between business success and social responsibility remains a consistent challenge. Lawiza explains, “We have to make choices that benefit both the company and the community.” Every step — from choosing suppliers to how they serve their buyers — requires care and reflection. Still, the team stays firm in their mission.

Successful Highlights

By staying committed to their ethical approach, this company has earned trust and praise from customers. Lawiza says, “Social responsibility gives us a competitive advantage by building trust with our customers – they can see that we are actual humans behind the brand that genuinely care beyond the profits.” Their focus on fairness and cultural respect continues to set them apart.

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Floor-Fix Pro
Paul Lanzarotti

With previous experience in media and telecoms, this founder didn’t initially plan to launch a product business — but his drive to solve problems led him there. “I have been deeply passionate about repairing and fixing things,” he says. This passion turned into a tool that tackles a frequent challenge in flooring.

The Founder's Inspiration

The idea first took shape during a home remodel. “When my partner and I returned to London in 2014, we undertook a major house renovation in 2018,” he shares. From that experience came the push to build a tool that made common floor issues easier to fix.

More about the Company

The company’s goal is to provide smart floor repair tools that homeowners can afford and use easily. They continue to focus on performance and happy customers. “Our focus for the next year is on expanding our customer base through retail partnerships,” the founder shares.

Key Challenges

Working in the flooring sector has brought its fair share of difficulties. “The journey has been far more challenging than expected,” he admits. Still, they remain focused and committed to making useful tools better and more accessible.

Successful Highlights

Their efforts have brought awards and recognition. “Winning the 2025 Flooring Innovation Award for Plank Grabber and securing a US patent for the same product were both significant milestones,” says the founder. Their clear focus on solving real-world problems has made them stand out.

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Furniture Life
Trevor Kipsang Kirui

After testing different ventures, this founder finally built success through an online furniture store. “I had tried different models, like trading, T-shirt printing, low ticket dropshipping and they didn’t stick,” he shares. That trial period led him to a business centered on reliability and customer care.

The Founder's Background

Born in the UK and raised in Kenya, this founder’s background brings a blend of global influences. “I was born in the UK, London but moved to Kenya at around 11 years old,” he says. His experiences shaped how he approaches business and how he connects with customers.

More about the Company

This company offers well-made furniture while staying mindful of its ethical responsibilities. “We try to make customer experience as easy as possible, from PayPals pay in 3 to Klarna’s pay in instalment's it makes it easier for customers to get quality furniture without any financial strain,” he notes. Their responsible sourcing and service practices reflect these values.

Key Challenges

One ongoing challenge is finding ways to grow while staying ethical. “By focusing on customer satisfaction and making ethical choices, we create a sustainable growth model that benefits both our business and society,” the founder says. Every decision is made with care and attention to long-term effects.

Successful Highlights

The company’s approach has helped them build strong customer loyalty. “Social responsibility for us starts with putting the customer first,” he shares. Their emphasis on both people and planet has helped them stay ahead in a competitive space.

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Dogs & Horses UK
Kristian Maris

Though originally from corporate finance, this founder was pulled toward craftsmanship and quality goods. “I have a love for artisanship and luxury goods as a counterpoint to mass-manufacturing and the throwaway mindset of fast fashion,” he says. That interest led to a product line that’s both elegant and lasting.

The Founder's Inspiration

The business grew from a desire to make something long-lasting instead of disposable. “We are a leather dog collar company. Our tradition, our heritage, is saddlery,” he explains. That foundation shaped a product line built on strength and design.

More about the Company

They produce handmade leather collars and dog accessories using traditional methods and top-tier materials. “We don't compromise on the quality of the materials we use to make our products,” he says. Each part of the business reflects a promise to act responsibly.

Key Challenges

Demand often outweighs supply, making it difficult to keep up. “We are often oversubscribed and struggle to keep up with demand,” the founder says. Still, they stay focused on quality, not shortcuts.

Successful Highlights

The brand’s mix of ethical sourcing and craftsmanship has won them widespread praise. “Ethical Luxury is the counterpoint to mass manufactured cheap goods dominating online shopping,” he says. Their values continue to push them ahead in the pet goods market.

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My Anxious Dog
Sarah Jones

This founder’s business began as a personal response to her dog’s anxiety. “My cocker spaniel, Bella, has been anxious and reactive since she was a puppy,” she says. That concern led to a company designed to help other pets and owners facing the same issues.

The Founder's Background

Sarah grew up in Berkshire and credits her surroundings for helping shape her sense of purpose. “I’ve lived in this beautiful part of the country has given me a strong sense of connection and stability,” she shares. These roots influenced the way she built her company.

More about the Company

The company focuses on producing quality items that support dogs with anxiety, while maintaining responsible business practices. “Social responsibility is at the heart of everything I do as an entrepreneur,” Sarah says. Her brand reflects this principle in its day-to-day choices.

Key Challenges

One of the major tests is growing while staying aligned with her core values. “Balancing business growth with social responsibility is something I take very seriously,” she notes. Every step is taken with care to protect what the company stands for.

Successful Highlights

Their deep commitment to social values has helped the business earn trust and lasting customer relationships. “Social responsibility plays a key role in creating a competitive advantage in our industry,” Sarah explains. The company’s purpose and passion set it apart in the pet market.

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Final Remarks

These five business owners show how doing good and building a company can go hand in hand. By putting care for the planet and people at the center, they’ve shown that responsible companies can also thrive. As Lawiza Tahir suggests, “Start small, but be consistent. Think about where you can make a positive impact.” The other founders share that same view — valuing honesty, openness, and community involvement. Sarah Jones advises, “My advice to other entrepreneurs looking to integrate social responsibility into their business would be to start by identifying a cause or issue that truly resonates with you and your mission.” Staying focused on this path not only helps the business but also contributes to a better world. A report from the World Economic Forum shows that companies that lead with ethics tend to draw better talent, earn customer trust, and keep growing. As online business continues to develop, it’s clear that values will matter even more.

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