Noonday Collection: Empowering Artisans Through Handcrafted Goods

What is Noonday Collection?

Noonday is a people-first lifestyle brand that partners with artisans in underserved communities to craft soulful goods, one handcrafted piece at a time. It’s more than just jewelry or accessories—it’s a movement rooted in connection, empowerment, and meaningful stories behind every item. The brand’s purpose? To build a flourishing world where women are empowered, children are cherished, people have jobs, and everyone feels connected. Pretty inspiring, right?

The Main Benefit: Empowerment and Impact

Here’s the heart of what makes Noonday Collection stand out:

• Nearly 90% of the home office staff are women, reflecting a female-founded and female-run company.
• About 75% of the artisans they work with are women, creating a ripple effect of empowerment.
• Over $30 million invested in payments to artisans worldwide since the company’s start.
• Strong commitment to ethical practices, ensuring products are free from child labor.
• Dedicated scholarship programs—Sunrise and Sunshine—that support children’s education and well-being.
• Certified B Corp with a stellar score of 99.8, proving their dedication to social and environmental responsibility.

Empowering Women and Cherishing Children

Investing in women isn’t just a nice idea—it’s a powerful catalyst that positively impacts entire communities. Noonday’s female-driven leadership and artisan partnerships highlight this beautifully. And when it comes to children, the brand doesn’t mess around. Every child deserves a safe, nurturing environment to grow and thrive. That’s why Noonday partners with fair trade artisan groups and organizations that prioritize children’s rights, making sure every product is ethically made and free from child labor. Plus, their scholarship programs help support children’s futures in a tangible way.

Dignified Work That Changes Lives

At the core of Noonday’s mission is the belief that dignified work transforms lives. They work side by side with Artisan Entrepreneurs, fostering flourishing communities through:

• Dignified job creation
• Collaborative design
• Responsible financing
• Capacity building
• Long-term partnerships

Each handcrafted piece tells a story—of skilled craftwork, cultural heritage, and empowerment. It’s not just jewelry or bags; it’s a celebration of tradition and resilience.

Honoring Connections and the Earth

Noonday’s highest aim? Honoring our connection to one another and to the earth. Through intentional travel experiences and community service projects, they bridge cultures and foster understanding. Their designs celebrate traditional heritage techniques, helping preserve these beautiful crafts. And they’re committed to sustainability—reusing, recycling, and producing in limited quantities whenever possible. It’s a brand that truly walks the talk.

Project Impact and Sustainable Development Goals (SDGs)

• SDG 1: No Poverty – Creating dignified jobs and economic opportunities.
• SDG 4: Quality Education – Supporting children through scholarship programs.
• SDG 5: Gender Equality – Empowering women artisans and leadership.
• SDG 8: Decent Work and Economic Growth – Promoting fair trade and dignified work.
• SDG 12: Responsible Consumption and Production – Emphasizing sustainable practices.
• SDG 17: Partnerships for the Goals – Building long-term, collaborative relationships.

The Story Behind Noonday Collection

Back in 2010, Jessica Honegger found herself in the middle of the recession while adopting a child from Rwanda. As a home flipper and realtor, she didn’t want financial hurdles to stop her from completing the adoption. On a previous trip to Uganda, Jessica met Jalia Matovu, an artisan creating beautiful handmade goods but lacking a stable marketplace. Jessica saw a solution: by selling Jalia’s goods in the US, she could raise funds for the adoption and help Jalia’s venture grow. What started as an at-home fundraiser quickly blossomed into a thriving company. Fast forward 15 years, and Noonday has invested millions in artisans worldwide, creating flourishing communities and changing lives—one handcrafted piece at a time.

What Noonday Collection actually does

Noonday Collection is an Austin, Texas company founded in 2010 by Jessica Honegger, who started selling handmade goods by Ugandan artisan Jalia Matovu to help finance her own adoption from Rwanda. It has since grown into a direct-trade model connecting artisan partners across countries including East Asia, Ecuador, Ethiopia, Guatemala, Haiti, India, Kenya, Nepal, Peru, Thailand, Uganda and Vietnam to US customers.

“There is something noble about the button. You sense it immediately.”

Jalia Matovu, founding artisan partner, Uganda

Where the model shows up

• Artisan partnerships: handcrafted goods sourced directly from artisan partners across more than a dozen countries.
• Workforce: 90% of Noonday’s home-office staff and 75% of its artisan collaboration network are women.

Proof, not just claims

Why this belongs on a sustainability directory

Noonday Collection supports SDG 5 (gender equality) through a majority-women artisan network, and SDG 8 (decent work and economic growth) by paying artisans directly for handcrafted goods rather than sourcing through anonymous, low-margin supply chains.