International Women’s Day: Be Bold and #BreakTheBias

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On International Women’s Day, we recognise the 2021 PCIAW® Award Winner for Woman of the Year, Samantha Fernando, Sales Director at Keela Outdoors, recently sat down with us to talk all things “Woman of the Year.”

International Women’s Day


International Women’s Day (IWD) is celebrated around the world every year on 8th March to raise awareness of the gender inequalities still present in the world today. 

This year’s IWD theme is all about breaking down bias, stereotypes and discrimination. Each year, this is an opportunity to challenge, raise awareness and celebrate women all around the globe. Join in on social media for #IWD2022 and to #BreakTheBias.

Woman of the Year


Recognising the 2021 PCIAW® Award Winner for Woman of the Year, Samantha Fernando, Sales Director at Keela Outdoors, recently sat down with us to talk all things “Woman of the Year.”

A seasoned player in the professional clothing industry, Sam Fernando has over twenty years of experience in the outdoor sector. She is an active member of the UK Outdoor Industry, Vice-Chair of the Outdoor Industries Association (OIA) Board and is a committee member of the Confederation of British industry.

As well as this, Samantha has helped to supply PPE during the pandemic, helped build a school in Sri Lanka following a tsunami and heads up a team she is immensely proud of. 

Samantha is no stranger to the bias faced in the manufacturing industry. She talks of the importance of community, something the manufacturing industry is full of. So to anyone wondering if this sector is for you? Samantha says: 

International Women's Day

“For any woman who is looking to start a role in manufacturing, I would say that all you need is the confidence to go for it.”

Talking of inspirations, Samantha looks up to many industry professionals all working in different sectors of the business. Including Yvette Ashby of PCIAW®, Tracey Black at CBI and Pamela Stevenson for Fife Council.

“They all demonstrate the remarkable things that women can accomplish in business.”

This just shows this International Women’s Day that many women in business are making steps to promote equality daily. Let’s #BreakTheBias together at PCIAW® and continue to celebrate these amazing women in our industry.

International Women's Day

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