Confessions of a Conscious CEO

Walking Away From a Shady Factory & The Rollercoaster of Starting a Sustainable Brand | Valerie from Val Eves


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In this episode, I’m joined by Valerie, the founder of Val Eves — a sustainable accessories brand redefining what it means to be both stylish and conscious. Valerie is not only one of my amazing clients, but also someone I deeply admire for her resilience, vision, and integrity as a founder.

 

Together, we pull back the curtain on what it really takes to build a sustainable brand from the ground up. Valerie shares her journey of discovering sustainable fashion, why she chose to start with artisan-made hand fans (trust me, you’ll want one after this), and how she’s making sustainability aspirational — not just granola.

 

We also get real about the behind-the-scenes moments most people don’t talk about — like walking away from a shady production partner days before signing, navigating non-traditional career paths, and building a conscious business while juggling a full-time job. Valerie opens up about the highs, the lows, and the powerful lessons she’s learned along the way.

 

If you’re a purpose-driven entrepreneur or simply someone who wants to create beautiful things without compromising your values, this one’s for you.

 

We discuss:

  • How Valerie launched Val Eves from an idea to an artisan-crafted brand
  • Why fans are more than a stylish accessory — and a symbol for change
  • What really happened on our first sourcing trip to Spain (we spill ALL the tea)
  • Tips for juggling a 9–5 and building a brand
  • The role of intuition in sustainable entrepreneurship
  •  

    TIMESTAMPS

    00:00 Introduction

    00:32 Launching Your Own Sustainable Brand

    02:33 Valerie's Inspiration Behind Val Eves

    03:15 The Gap in the Market

    04:05 Why Hand Fans?

    05:10 Cultural Significance of Hand Fans

    05:58 Redefining Sustainable Fashion

    07:32 Craftsmanship Behind Val Eves Fans

    07:54 The Artisanal Process in Spain

    10:48 Sourcing and Production Challenges

    13:37 Starting a Fashion Brand Without a Fashion Background

    15:21 Finding the Right Partners

    18:44 Spain Sourcing Trip

    20:04 Decision to Pause and Reevaluate

    20:25 Finding a New Atelier

    20:43 Reflecting on the Right Decision

    21:12 Production Partner Red Flags

    23:41 Choosing to Walk Away

    24:18 Overcoming Disappointment

    26:42 Balancing a 9-to-5 and a Passion Project

    27:30 Importance of Good Habits

    28:39 Working Together and Building a Brand

    31:36 Valuable Advice and Lessons Learned

    33:59 Fashion Accessories and Future Plans

    34:46 Hopes for the Fashion Industry

     

    RESOURCES MENTIONED

    → Launch Your Brand Course: https://selinaho.com/lyb - use code “PODCAST” for $100 off

    → Sustainable Fashion Consulting: www.recloseted.com/consulting

     

    CONNECT WITH VALERIE

    → Website: https://valeves.com

    → Instagram: https://www.instagram.com/valevesfashion

     

    SUPPORT TO SUCCEED

    → Confessions of a Conscious CEO newsletter: https://ceo-confessions.beehiiv.com

    → Start a business with the free Build a Sustaining Business program: https://selinaho.com/basb

    → Grow your business with the Sustain Your Success course suite — start with the free Your Success Roadmap: https://selinaho.com/roadmap

    → Secure me as your business advisor to sustainably scale your business: https://selinaho.com/btl

     

    LET’S CONNECT

    → Newsletter: https://ceo-confessions.beehiiv.com 

    → Instagram: https://www.instagram.com/selinajho   

    → LinkedIn: https://www.linkedin.com/in/selinaho 

    → TikTok: https://www.tiktok.com/@selinajho_

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    Confessions of a Conscious CEOBy Selina Ho

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