Jewels in a Crown founder Monique Shaw (blue) and Alofa founder Lindsey Mahoney attempt to stay dry during the treacherous monsoon season in Kolkata, India
Lindsey Mahoney discovered rugby during her sophomore year at Arizona State, and fell in love. She immersed herself in the sport to the extent that her professional aspirations began to morph. These shifts took shape after another life-altering experience in India, where she worked with an organization that employed women exploited by the human trafficking industry. Two years later, Mahoney united what seemed like disparate passions and created Alofa (Samoan for “love”), a rugby apparel company that benefits the women of India.
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Mahoney’s rugby story begins in 2011 and it’s still alive today. She was most recently seen in Minnesota representing the Tempe Ninjas at the club 7s national championship and is traveling to Dartmouth College with the Stars for the Intus Lupus Women’s Elite 7s tournament. But like any good rugby player, her work off the ball has been equally as intense.
After graduating ASU in 2014, Mahoney traveled to India in 2015 and worked for Jewels in a Crown. Founded by Monique Shaw, the organization rehabilitates women rescued from the sex trade by providing education, safety and employment. Members learn the trade of jewelry-making, sell their products through a non-profit company that distributes in the U.S., and earn an income.
“We were facing a problem where we had so many ladies interested in the work and coming to Jewels in a Crown, but we didn’t have the money or capacity for this amount of interest,” Mahoney said. “We had 10 working for us and lot more to feed through the program. The developmental program lasts two years and then the goal is to transition them out and find them fair work in the city of Kolkata. It’s hard to find good, safe work for women who have been in those traumatic experiences.”
After approximately a year back in the states, Mahoney realized that she could serve her passion for rugby while also aiding the altruistic goals of Jewels in a Crown.
“Teammates and I, we used talk about how we needed a women-specific clothing line, but it was a dream at the time,” Mahoney reflected. “When I went to India and worked for Jewels in a Crown – it hit me: I could provide more work for these ladies by making women’s rugby shorts.”
She pitched the idea to Shaw, who visited Phoenix with her family in November 2016 and was very supportive of the concept. In what is essentially a partnership, Shaw asked her worker pool in India for those interested in training to become a seamstress. Two women are currently being sponsored through a year’s worth of training as they learn the trade, and they’ll power the rugby arm of the organization.
“The huge challenge is going to be setting up shop in India, learning the rules of business and becoming legitimate in the eyes of the government. It’ll be a huge challenge, but it’s not too big that it can’t be done,” Mahoney said.
In the meantime, Mahoney had to get her rugby shorts ready for production.
“Stateside, the biggest challenge is just manufacturing,” she explained. “I didn’t go to school for fashion design, so I had to figure out how to communicate what I wanted and what I needed, as well as different fabrics and how they work together.”
Mahoney found a local fashion incubator in Tempe, which helps smaller businesses and designers who haven’t gone to fashion school. The incubator helped her produce a small batch of rugby shorts and in December, Mahoney will travel to India to source and set up shop. She hopes to add clients from her alma mater and other Phoenix teams. When the operation is at full tilt, all of the manufacturing will occur in India by members of Jewel in a Crown.
Mahoney anticipates that the next round of shorts will be available in mid-September, and she’s going to start hitting the tournament circuit with pop-up stores.
“Obviously I want it to grow as quickly as I can, but it’s in a fragile state right now,” Mahoney said. “I would love to see it grow and get into other niche sports that are empowering girls, because that’s what it comes down to. … With Alofa, it’s not just rugby but a genuine love for empowering girls. It’s about bridging this gap and showing some love to this amazing group of women, whether they’re overseas in India or athletes.”
Learn more about Alofa via www.alofarugby.com.
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