A visit to her family in Uganda had a dramatic impact on Ida Horner and within a month she had resigned from a steady job to set up an ethnic fashion company that has provided a lifeline for poor communities.

The source of Ida's dramatic decision was the grinding poverty she witnessed while touring villages in the south-west of the country where natural beauty is tarnished by the destitution of villagers.

In less than three years she has founded and established Ethnic Supplies as a trusted supplier of a range of fashion items made in Uganda, Kenya, Tanzania and Madagascar. The hand-crafted goods are sold via mail order and trade exhibitions to provide vital funds for established women's groups in rural areas.

"It is rewarding and it is the sort of impact you can't measure. If you think people live on 8p a day or less and they get an order from me for £600 to £1,000 it makes an amazing difference," says Ida (pictured right), 43, from Walton-on-Thames, Surrey.

"I've come a long way in 2 ½ years. Thankfully I've had a lot of support and I am committed to growing the business and making it a lasting success."

Ethnic Supplies has a vibrant range of bags, t-shirts, dresses, accessories and hats that sell from £10 to £55.

The moments that changed Ida's life are still vivid. She was born in Uganda but came to Europe as a 25-year-old to study a post graduate degree in hotel management. She then worked in London hotels before qualifying to be a carer and then a housing manager.

"I had gone to see my father who was ill and then went to see my mother's family near Kabale. The area is beautiful and you go along roads that wind through the mountains. It is almost Alpine-like scenery," she says.

"I was shocked by the poverty. Children as young as seven were digging all day by the roadside to get stones for construction. Their parents couldn't afford to keep them so it was a case of surviving how they could. We were told that most of the husbands were absent and the women had to care for five, six, sometimes nine children on their own. The husbands were away and the ones that had jobs locally would spend it on beer so the women and children needed to fend for themselves.

"They cannot afford education and it is impossible for the women to get formal employment. The poverty and lack of opportunity just took me aback."

The seeds of her business idea were sewn when she visited a friend in Nairobi and saw more poverty. But she also saw markets where colourful and unique bags were being sold.

She could not settle back at work at a London council and dealing with tenants' petty disputes strengthened her resolve to act. "It just seemed ridiculous that people with a roof over the head could complain about such little things. I thought there are people in Africa and all around the world living in really bad conditions yet they don't complain. They get on with it and do what they can to survive."

Ida had enough money to cover her bills and mortgage for three months and set about making contact with the suppliers and gaining the knowledge to make her company work. She was helped by Business Link which took her through the disciplines of book-keeping, trade regulations, tax law and setting up a website. She travelled to Africa and Madagascar to establish connections and Ethnic Supplies was running. 

"After what I had just seen I had to go and I felt the whole world had been lifted off my shoulders when I wrote my resignation letter. The reaction of friends and colleagues ranged from ‘Good on you' to ‘You must be mad' but there is a strong community of people willing to help social enterprises and I certainly benefitted," she adds.

"I thought I was going be persuaded out of doing it when I first went for advice but they were so helpful. I was given information, practical advice and encouragement. I took business courses specifically aimed at women and providing all you needed to get started."

Ida makes visits to any group that is recommended to assess the integrity of their work before handling their goods. The prices are determined by the women themselves.

"One woman we met had nine children and, if she did not have access to this trade route, would not have been able to send them to school. Another group of women have been able to employ two orphans who would otherwise have been marginalised and we have helped girls from the slums learn skills so they can set upon their own and have a chance of escaping a grim life."

Ida's target audience are people with a care for ethical and environmental issues and are pleased to help less fortunate. But, equally, they sell as fashion items to a wide range of customers.

"It is hard work and I've been full on for the 2 ½ years but the help I've been given from the enterprise community is amazing," adds Ida. "There is great access to social networking and roadshows where you can get advice and meet people. One lead gave me sales of £3,000. I've had great support and I'm happy to share my experiences.

"I was lucky to be born into my family in Uganda. It could have so easily been different and I could have been married off at 14. I lived in a village with running water and didn't have to worry about my health but I could have been one of those struggling women."

Ethnic Supplies has raised more than £20,000 for the women of East Africa and Ida is determined to bring more of their stunning work to the UK and have a lasting impact on their communities.

www.ethnicsupplies.co.uk