Conway kicked up a hornet’s nest when she made a blatant pitch for Ivanka Trump’s fashion line during a Fox News interview, a move that some have suggested violates federal code.
During the interview, Conway said, “Go buy Ivankas stuff is what I would tell you. I hate shopping, Im going to go get some myself today.
Enter David Burrows, who turned Conway’s words into a URL: GoBuyIvankasStuff.com.
The positive twist? The URL redirects to Global Girlfriend, a fair trade women’s clothing website that sells apparel, jewelry, and more, all made by women from “over 100 womens artisan organizations in over 30 countries.” The shop also donates a portion of proceeds to Girls’ Right to Opportunity Worldwide (GROW).
When Conway’s words hit Twitter’s trending list, Burrows sought out the URL and was surprised it hadn’t been purchased, so he snatched it up. Burrows, an entrepreneur and marketing professional who also considers himself “a bit of a rabble-rouser and prankster,” says he took a poll on Facebook, looking for suggestions from friends on where he should redirect the URL.
“I wanted to use the URL to direct attention away from the whole Nordstrom deal and that the merchandise was manufactured in China sweatshops,” Burrows said, “and redirect it (literally) to women in 3rd world countries creating their own fashion accessories and clothing for sale.”
That’s where the decision to redirect to Global Girlfriend came in. Burrows, though, was bit nervous: “I panicked a bit thinking what if they didn’t want any attention brought to their organization in this manner.”
In a phone call with the site’s founder, Stacey Edgar, settled his mind as she expressed her full support of the idea. Edgar said her business “does not have any ill will towards Ms. Trump. We dont believe in tearing down other womens businesses.”
But she’s still happy for the recognition for her business and, more importantly, the women who create the products sold on the site: “Im grateful that David Burrows picked Global Girlfriend as the beneficiary of his clever spin on last weeks political hot button issue. The women we work with around the globe definitely deserve a big shout out!”
Burrows says if traffic to the URL keeps up, he could build it out “to be a landing page featuring all types of social entrepreneurial platforms that are showcasing and helping women around the world to make money for themselves and their families.”
He also took inspiration from the recent spate of Super Bowl ads that took a political stand: “I was excited to see other brands during the Super Bowl wade into the political debate and showcase what America really is all about equality, freedom and free speech.”
Despite the humorous motivation, Burrows’ move comes from an inspiring place: “I try to find opportunities to give a voice to those who may not have it or to help bring change to negative events and turn them into positives even in small ways.”
UPDATE (Monday, Feb. 13, 2017, 12:05 p.m. ET): Added comment from Stacey Edgar