YELLOWKNIFE - In an increasingly globalized world where the bottomline reigns, one Yellowknife businesswoman is bucking that trend.

Holly Gutwillinger has started to sell fair trade products at home parties through the Canadian-based firm Jolica.

Holly Gutwillinger shows off a few of the fair trade hand-crafted products she will soon be selling in Yellowknife. A percentage of each purchase goes towards buying mosquito nets for pregnant women in Tanzania. - photo courtesy of Holly Gutwillinger The concept of fair trade is built on achieving better prices, decent working conditions, local sustainability and fair terms of trade for farmers and artisans in the developing world. - source: TransFair Canada

Products for sale include sterling silver and gemstone jewelry, scarves and leather handbags.

It's a home-party business with a twist: each item sold is hand-made by artisans in developing countries who are paid a fair price for their wares.

Following the fair trade model, Jolica assists the artisans in product development, places repeat orders and ensures workers have safe and clean workplaces.

Five per cent of each sale also goes towards buying mosquito nets for pregnant women in Tanzania where malaria is the number one killer.

Jolica has joined the Mennonite Economic Development Associates insecticide-treated net program whereby vouchers for nets are given to pregnant women who go for clinic check-ups.

The vouchers can then be redeemed at local stores for nets.

Gutwillinger hasn't seen similar businesses in Yellowknife in the two years she has lived here.

"Usually home parties are about profit," she said.

"The fact that we're sending money back is pretty sweet.

"You feel like you're doing something good."

A card comes with every piece of jewelry explaining who made it and where they are from.

"A small monetary investment, legwork, research and advertising," were required to get the business off the ground, she said.

While the business has the potential to be profitable, money is not the reason Gutwillinger jumped in.

For her, the business gives her a creative outlet and a chance to make new friends in the city.

The Yellowknife Direct Charge Co-op also carries fair trade coffee, which general manager Ben Walker said sells very well.

The Co-op stocks fair trade products on its shelves due to consumer demand.

"If our members are in favour of it, we will be there," he said.