May 14, 2013

What is Sonas

                   Why we do what we do –

                    Our journey started by finding our purpose (The WHY) using The Golden Circle Rule which guides all our daily actions to achieve our goals.




Our belief  We believe that the large, complex, and interconnected structure of the apparel value chain actually provides multiple avenues for innovation, and no single organization will be able to find all the answers and skills in-house. Instead, collaboration among diverse stakeholders is the best way to anticipate and develop disruptive models and ways of working to achieve large-scale change.


What Sonas do – We help parents, especially the women to start fashion and beauty related handicraft business that becomes an intergral part of our end-to-end co-creation value chain starting from GROWING organic raw material, natural DYEING, hand WEAVING, SEWING and fabric waste RECYCLING. This helps us minimize the environmental damage and maximize the human impact.


We immerse ourselves  in the lives of communities to identify aspiring entrepreneurs and support them with training, funding and other resources that allow them to connect with the market for the goods they produce. The successful entrepreneurs then become the catalyst of change by inspiring other community members, this creates the intended multiplier effect.

We envision our village (Prey Theat, Takeo) to become a role model of a self sustainable community known for its highest quality hand crafted products using locally sourced and grown raw materials.

Our longer term goal is to have this model to be adopted by 10 more villages across Cambodia. We will achieve this by actively sharing the success stories and knowledge of our entrepreneurs with other local change leaders from other villages in Cambodia. We will collaborate with forward thinking ethical businesses to expand the market reach to ensure long term sustainability.

How it started

Sonas was founded by two friends inspired by Nobel Prize laureate Prof. Mohammad Yunus  and Jessica Jackley of  Sonas co-founder Keeva Murtagh is also one of the founding members of  Yunus and Youth  which inspires and mentors young social entrepreneurs around the world.

We are a social business.

Sonas is a social business focused on providing business support and education to small entrepreneurs in developing countriesOur mission is to introduce fashion and beauty as a vehicle for positive change in the lives of village families and “guilt free pleasure” for our customers through a co-creation value chain that adds value for every partner, end-2-end.

.We apply the 7 principles of social business outlined by Grameen in everything we do.

We believe that social entrepreneurship can empower people.

Investing in people, sharing our knowledge through mentorship and training  and providing interest free seed capital  can help establish sustainable micro businesses. It can empower people and create a big impact on the individuals who want to take responsibility for their future, alleviate poverty and improve the life of their family and community. Aside from training , we also want to inspire others by sharing their stories of determination in an empowered life . We believe by doing this, we can help spread happiness and inspire others to do the same. After all, happier people help build a happier communities.