After working as a teacher for 21 years, 13 of them as a coordinator of Eco-Schools, where she expanded her knowledge about the environment, sustainability, and pollution. A sudden tragedy affected Maria João Freitas’s life.
Having seen her parents and their home affected by the 2016 fires, she created the ‘Estimei’ project: a second-hand store to help the environment and those needing assistance.
When talking to reporters, she admits that her biggest challenge is the resistance of the Madeiran population in purchasing second-hand goods, often combined with the misconception that it is intended only for people with financial weaknesses and, not as a demonstration of greater environmental and financial awareness.
In a statement, she said:
“When they enter my shop I hope they put aside their prejudices, these wrong and preconceived ideas. They will probably be surprised. It turns out to be a store just like the others, but with the great advantage that it has very well-known brands at much more affordable prices. Pricing is based on 30% of the original piece and, many of the clothes I have still have the label original. Between buying from one of these big brands and here, the difference is huge for me, because it helps me to keep the store open and, above all, it helps me to reach out to more families and more people. Furthermore, we are giving clothes a second life.”
Furthermore, ‘Estimei’ has over three thousand books. So many says Maria João Freitas, that I haven’t been able to classify them as second-hand, because they are new.”
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