I am Ellora Keen, a final year BA (Hons) Fashion Marketing and Branding student with a strong passion for sustainability and charity retail. My interest in this sector has been shaped by both my prior employment and a placement I completed during my second year, where I gained valuable insight into the industry. During my studies, I have not only grown as a creative but also as a person, developing a deeper understanding of Charity Retail. My Stage 1 research report and Stage 2 creative project, Shift, explore how charity retail can be reimagined for a modern audience. Shift is an app designed to organise and modernise the sector, with the sole purpose of boosting profits for charitable causes. Following graduation, I have secured a role with the company where I completed my placement, allowing me to continue developing my skills. Looking ahead, I hope to further grow Shift into a real and impactful initiative within the charity sector.