We believe that small acts of love lead to tiny miracles. That’s why Rituals supports the Tiny Miracles Foundation. Here is what they do and how you can help.

For 24 years, Rituals has been trying to inspire customers to find the ultimate balance in life. Today, we not only want to help our customers, but also underserved communities and the planet. That's why we are committing to give 10% of our net profit* to causes and initiatives that help to make a positive impact on the world. One of those causes we are supporting is the Tiny Miracles foundation.

The Tiny Miracles Foundation, founded in 2011, has an important mission: to help find a scalable solution to end poverty and inspire others to do the same. With their holistic approach they help to improve people’s wellbeing and create better lives for generations to come. Their goal? To help communities in Mumbai, India get out (and stay out) of poverty.  

Giving more than money

Tiny Miracles is both a foundation and a B CorpTM supplier that has created jobs for hundreds of people and Rituals supports both channels of the organisation. The financial funding from our Profit Pledge goes towards the foundation, helping members of the community that are not able to work with things like skills training, awareness, healthcare and education.  

What makes Tiny Miracles so unique though, is that it doesn’t just involve sponsors giving money, they also take a holistic approach to giving those less fortunate the tools they need to break out of the poverty cycle. This is where the supplier side of the organisation comes in, rather than just giving the communities a one-off donation, they also provide those who are able to work with a stable income. Rituals works with Tiny Miracles as a supplier for our products like the Goodie Bag, the bracelets in last year's Summer Box of Joy and our beach bag (that’s currently a gift with purchase with a minimum spend). 

As the Tiny Miracles website rightfully points out, “Making miracles happen can only be achieved if you transform all areas of life simultaneously. You can build a health clinic, but as long as people have no access to safe drinking water you won’t be able to make any progress. You can put children into school but if they don’t have any food, what good will that do? Tackling the fundamentals first and building awareness and knowledge from a solid basis has proven to create a profound and lasting impact.” This positive impact Tiny Miracles makes is achieved by focusing on five pillars: awareness, healthcare, skills training, education and celebration. 

Inspiration by numbers

Profound and lasting is right. Programmes began in an area populated by 700 people who lived in an extremely dangerous red-light district. To this date, 8 communities and more than 3,000 community members are actively engaged. Tiny Miracles is responsible for starting a clean water programme, a public health clinic, and raising women’s and men’s wages from less than 1 euro a day to the average middle-class salary. Children now attend English schools, more and more adolescents are attending university and the healthcare centre has dropped mortality rates substantially.  

Lighting the fire within

All of these things—among many other initiatives—are responsible for empowering these communities. As Tiny Miracles founder Laurien Meuter puts it, “What we do is provide opportunities, which change people’s way of thinking—we increase their self-confidence so that they really believe in creating their own destinies. We are all about lighting the fire within in them!” 

Accessories for all  

Rituals has been a proud supporter of Tiny Miracles since 2011. Our CEO Raymond Cloosterman believes passionately in their mission to get 1 million people out of their poverty cycle by 2030. The Goodie Bag is a co-developed product and with orders of hundreds of thousands of pieces every year, it creates a lot of work for hard-working women who can now empower themselves to break the cycle of poverty they’re stuck in. As such, the stitching of this bag allows these communities to stitch together their own futures. 

Said stitching, however, requires the women to be skillful on a sewing machine. Though thorough training is provided, not everyone is able to operate them. At Tiny Miracles, all women are welcome, so for those who can’t sew, are unable to leave their homes or can’t work for any other reason, we introduced new collaboration to increase the involvement. In 2023, we added two bracelets to our Summer of Joy gift box (one to keep and one to give away). These bracelets were made by the women of Tiny Miracles. ‘The elderly, mothers with newborn babies, mentally and physically challenged women, all these women come to our hired spaces in the communities and peacefully make these bracelets. It’s beautiful to watch.’ says Meuter. This bracelet was a game-changer of a product, and for 2024 we needed a follow-up. This year, we have an exciting new addition to our Advent calendar: beautiful tassel bracelets will be handmade by the women of Tiny Miracles. It’s special, as for the first time a Tiny Miracles production is also part of our regular assortment and this will be our biggest order so far. Again, this will enable anyone and everyone who wants to work to earn an income with this project. All hail the no-hassle tassel! 

To learn more about this wonderful organisation, visit the Tiny Miracles website. Together we can create a more equal world. 

*From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024) 

To learn more about this wonderful organisation, visit the Tiny Miracles website. Together we can create a more equal world.