Why are we called "A Beautiful Calling"?

For those who don’t know us, we’re Jon and Jess Touchette. In January 2025, we launched A Beautiful Calling Ethical Boutique. Our name is more than just a brand—it’s a reflection of our mission, values, and the journey that led us here.

Our story began in November 2017, when Jess attended a home party for a company selling handcrafted products made by women rescued from human trafficking (one of our current wholesale partners). She left that party with a bracelet engraved with the word “FREEDOM,” a reminder of the event's impact. For years prior, she had a heart to be a part of the fight against human trafficking, but like many, she struggled with how to help. This business model offered her a real way to make a difference—working alongside artisans as a partner, not from a place of charity. 

For nearly seven years, we represented that company exclusively, learning along the way how ethical business can empower people and break cycles of poverty. One film that was incredibly impactful on us was Poverty, Inc. It challenged our thinking and showed us that while charity has its place, it’s not the long-term solution to poverty. Dignified employment is an incredibly powerful tool for social justice and global impact.

We came to understand that worldwide, poverty is one of the main causes of human trafficking. Handouts can’t solve that. But jobs that offer security, dignity, and fair wages can absolutely change lives. Ethical shopping is about more than just products; it’s about helping people regain independence, be their own heroes and rewrite their own stories.

In 2024, we faced a tough decision. We were successful, but stepped into an incredibly challenging sales season. We knew that we could be successful in any sales job, and maybe it could be simpler with a simpler product line, model etc. But each time we entertained the thought, Jess and I came back to the same conclusion: “That’s not what we’ve been called to do.” That June, we traveled to Bolivia and met artisans crafting beautiful leather and wool products. We saw firsthand the skill and passion in their work and listened to their dreams—dreams of hiring more women, giving their children better opportunities than they had, and some day retiring to the countryside. Their dreams are possible because of the dignified jobs they have. And our role in that—simply sharing and selling the products they create—felt like such a privilege.

After returning home, it was clear to us that our journey wasn’t over. We couldn’t walk away from this calling, even if the road could be easier elsewhere. We felt a deep responsibility to continue this work and expand it. The Lord opened new doors, and we realized we could create even more impact by starting our own ethical e-commerce site and traveling marketplace, partnering with multiple ethical brands to amplify our reach.

This is where A Beautiful Calling comes in. It’s not just a business for us; it’s a reflection of our purpose. We believe empowering artisans through dignified work is a beautiful mission—one we’re deeply honored to pursue. Every product we offer tells a story of resilience, freedom, and hope.

We invite you to join us in answering this beautiful calling to create a better world—one ethical purchase at a time.

This is our beautiful calling. What’s yours?