By Shruti Menon Seeboo
The phrase “Made in Mauritius” has become a fixture in Mauritius, representing a burgeoning movement dedicated to promoting local expertise and creativity. Yet, despite this national push, Mauritian retail faces an existential threat: the rapid, borderless rise of online purchasing and ultra-fast fashion. Accessible in mere clicks and delivered at aggressive discount prices, this global trend challenges local designers, artisans, and SMEs to prove the enduring value of their creations. For a nation committed to sustainable growth, the question is urgent: How does local creation not only survive but thrive?
Providing a collective answer to this challenge is My Pop Up Store, a dedicated retail platform that has championed local brands since its inception. Now, they are amplifying this mission with a major new initiative: the #Women4Local campaign. This project is a deliberate, high-profile effort to push back against the ‘ready-to-throw-away’ mentality by uniting influential women leaders, celebrated creatives, and 100% Mauritian brands. By granting carte blanche to acclaimed artist and photographer Karen Pang, and featuring five exceptional women who embody leadership and commitment—from sustainability experts to top marketing officers—the campaign aims to make local consumption visible, essential, and aspirational.
At the heart of this movement is Elizabeth de Marcy Chelin – Chabert, the Founder and Director of My Pop Up Store. She firmly believes that the urgency goes far beyond a simple slogan. As she asserts, “It is no longer just a symbolic, ‘cool,’ or trendy gesture: it has become essential to prioritise and encourage the purchase of local products.” For Elizabeth, choosing Mauritian goods over imports, especially in the struggling retail sector, is a profoundly responsible and patriotic act that protects local jobs, businesses, and the environment. We sat down with Elizabeth to delve deeper into the strategy behind the campaign, the economics of local consumption, and her vision for ensuring the long-term vitality of the “Made in Mauritius” creation economy. Excerpts:
- You have highlighted the massive challenge posed by ultra-fast fashion. What was the pivotal moment or core insight that led you to launch the #Women4Local campaign? Why did you choose to centre this collective response around the leadership and engagement of five exceptional women?
The #Women4Local campaign was born from a deep trust in Mauritius’ potential, yet a concern for its cultural identity and savoir-faire, often overshadowed by global trends and uniform, fast fashion. The rise of ultra-fast fashion, amplified online, posed a threat to local creativity and craftsmanship. This campaign is a call to action, emphasising that shopping local is not just a slogan but a conscious choice to preserve our national treasures and strengthen the resilience of our creative industries. By centering the campaign around five exceptional women, we highlight the power of female leadership and voice, demonstrating that women can inspire, guide, and mobilise communities to protect and celebrate the richness of Mauritian creativity. - You mention that slogans like “Shop Lokal” or “Lokal is Beautiful” are no longer enough. Could you elaborate on this? In your view, what is the essential missing piece needed to shift local consumption from a trendy symbolic gesture to the “responsible and patriotic act” you describe?
In today’s world, slogans like “Shop Lokal” or “Lokal is Beautiful” have become too neutral to convey the urgency of choosing local. What’s missing is a shift in mindset: consumers must move from impulsive or symbolic gestures to conscious, responsible choices that reflect national pride. This requires raising awareness about local industries, the products available, and the impact of supporting them. Education is key — from schools and universities to public campaigns and mass media — to instill a sense of Local Pride from a young age. Only by informing and inspiring consumers can choosing local become a deliberate, patriotic act rather than just a trend. - My Pop Up Store is defined as the first point of sale dedicated exclusively to local designers, artisans, and SMEs. How does your unique retail model—including the upcoming 49th ephemeral edition—actively support and strengthen the commercial viability of these local brands, especially in the face of aggressive global retail?
My Pop-Up Store provides a dedicated platform that identifies, supports, and promotes Mauritian designers, artisans, and SMEs. By federating them into a participative and collective project, we create retail experiences that celebrate the island’s cultural identity and craftsmanship. Our diverse experiential models — from ephemeral pop-up editions like the upcoming 49th, to permanent stores and hospitality retail — ensure local creations are visible and accessible to both Mauritians and tourists. We offer safe, high-quality spaces for creators to showcase their work while maintaining production, giving them the confidence to grow commercially. By combining strategic marketing, curated experiences, and active promotion, we strengthen the commercial viability of local brands, helping them thrive in a market dominated by aggressive global retail. - The campaign aims to ensure Mauritian creation “continues to stand out and be recognised at its fair value.” Beyond being local, what specific unique selling propositions do the featured designers offer that you believe will win over consumers who might otherwise turn to fast fashion?
Choosing local designers as a first “reflexe d’achat” is, above all, choosing Mauritians. Our designers take pride in their savoir-faire, originality, and in passing on their knowledge. They draw inspiration from Mauritius’ multicultural heritage and proudly celebrate our Kreol language through clothing, objects, and creative expressions. Every piece reflects the love, dreams, and dedication of its creator, and this deserves recognition from consumers. Supporting local is more than a purchase — it’s an act of trust in our designers and in the resilience of our economy. By consciously choosing local, consumers help strengthen creative industries, preserve cultural identity, and sustain the future of Mauritian craftsmanship. Shopping local becomes a meaningful, responsible, and proud choice.
5. You gave “carte blanche” to photographer Karen Pang. What was the strategic intent behind this artistic freedom, and how does the aesthetic and visual storytelling of the #Women4Local campaign help My Pop Up Store raise awareness and shift consumer perception?
I have known Karen since 2012 and have watched her evolve from a talented student into a nationally renowned photographer whose work resonates internationally. Her artistic freedom stems from the deep trust I place in her vision and her ability to showcase the talent of Mauritian fashion designers and local artisans. For this project, Karen chose the iconic village of Mahébourg, with its vibrant colors, sounds, and picturesque environment, as the perfect backdrop. Every detail — from the location and accessories to the poses and backgrounds — is deeply rooted in Mauritian culture. It is this thoughtful combination of elements that makes her work truly exceptional and a source of pride for our island.
6. Beyond sales, how do you plan to measure the success and impact of the #Women4Local campaign on the Mauritian consumer mindset? Following this initiative, what do you see as the next critical step for My Pop Up Store in further cultivating a collective shift toward buying local?
The next critical step for My Pop Up Store is to partner with schools, universities, and private and governmental institutions to raise awareness about the value of local creativity and support for Mauritian designers. Educating younger generations fosters conscious local consumption as a natural habit. Equally crucial are partnerships with tourism entities, as shopping plays a key role in a complete visitor experience. By promoting Made in Mauritius designs rather than globally available brands, we strengthen the island’s cultural identity and showcase its uniqueness. Through these strategic collaborations, My Pop Up Store aims to embed Local Pride into everyday choices and redefine retail in hospitality, ensuring that the tourism experience reflects and supports our local creative economy.
7. As the Founder and Director of My Pop Up Store, what has been the most significant challenge you’ve personally had to overcome in promoting a ‘Made in Mauritius’ business model? And what continues to fuel your commitment to this mission?
The challenge is to make people understand that locally made does not mean cheap. Creativity, design, and talent deserve recognition — not only through admiration but also through fair remuneration and working conditions. Choosing Made in Mauritius supports respectful production practices that uphold human rights while fostering innovation in design within sustainable business models. I am committed to my country and believe in our ability to build a self-sufficient, resilient economy that preserves and transmits our savoir-faire. Conscious local consumption encourages thoughtful choices over compulsive, cheap spending, protecting both our culture and environment. By balancing global awareness with local support, we can foster a solidarity-driven Mauritius, where consumers value quality, sustainability, and the enduring strength of our creative industries.
