Australia | Europe

CLAUDIA KREK

Director, Guided by Gaia (guy-uh)

Guided by Gaia is an impact consultancy built for businesses that want responsibility to be practical, accessible and real, not a campaign. The work covers the full arc: sustainability foundations, responsible sourcing, philanthropic and community design, education, and impact communications and marketing. I work with businesses at every stage of the journey and I'm here to make it feel less overwhelming than it looks. My vision is simple: a future where businesses thrive in balance with people and planet, guided by responsibility that is deeply embedded in everyday decisions, not bolted on at the end.

I'm a Sydney-based Impact consultant with eight years of experience working at the intersection of responsible sourcing, sustainability, social impact, and business impact strategy in fashion.

I have spent my career working from the inside of some of Australia's most recognised fashion brands, including as Sustainability and CSR Manager at MESHKI, where I built and led a program that went on to be nominated as a finalist at the Online Retailer Industry Awards. Not inherited, not co-led. Built.

I bring real-world experience from the ground up - from factories in China and production floors in Australia to sustainability strategy rooms inside leading fashion businesses. Years spent deep inside supply chains, tracing materials, building responsible sourcing frameworks, and embedding sustainability into the core of how businesses operate formed the foundation. From there, the work expanded: managing and allocating philanthropy funds, designing education programs that left teams genuinely equipped rather than simply informed, and leading the communication of impact work in ways that built real trust with customers and stakeholders. I understand how the whole machine works, that is what makes the impact work stick.

When I fell in love with sustainability in fashion, an accessible degree didn't exist yet. So I did what made sense — I built my own, combining diplomas in Fashion Business and Sustainable Practice and filling in the rest with years of real experience that no classroom could have given me.

Lets chat

Foundational Pillars

01

Sustainability

Strategy and systems that embed sustainability into how your business operates.

02

Responsible Sourcing

Supply chain transparency and ethical sourcing practices, from raw material to end product.

03

Philanthropic & Community Design

Designing community impact initiatives that create genuine, lasting value.

04

Education

Workshops and resources that build real impact literacy across your team.

05

Impact Communications & Marketing

Communicating your impact with clarity, credibility, and purpose.

Who we are for

Gaia is the ancient Greek goddess of the Earth, the original mother, the ground all life grows from. She came before everything else, and she holds everything still. She is not a resource to be managed but a living system to be respected, a reminder that we are not separate from the world we build in.

Guided by Gaia takes her name as a north star. Because real responsibility is not a checkbox or a campaign. It is practical, it is embedded, and it starts with remembering that every decision, every material, every supply chain, either honours the systems that sustain us or it doesn't.

Industry

Fashion | Footwear | Jewellery | Accessories | Homewares & lifestyle

Founders & startups | Scaling brands | Established teams

Gaia?

  • Before you can communicate your impact, you need to know what it actually is. This audit maps where you stand across supply chain, materials, operations, and communications — giving you a clear picture of what's working, what needs work, and where to focus first. The starting point for everything else.

  • You need an honest supply chain, not a perfect one. We work with you to build a sourcing strategy grounded in your actual business — materials, suppliers, certifications, and a roadmap that's ambitious but achievable.

  • Switching out synthetics isn't just an environmental decision — it's a product, cost, and supplier conversation all at once. We help you navigate the transition practically: what to swap, what to phase, which natural alternatives actually perform, and how to bring your suppliers along.

  • Modern due diligence legislation is moving fast and fashion is in the crosshairs. We help you understand what applies to your business, build the internal systems to meet it, and communicate your progress clearly - without the non compliance risk.

  • A donate button isn't a strategy. I help businesses build community impact that's intentional — whether that's a giving model, a partnership structure, or a program with genuine reach. Something you can stand behind and grow over time.

  • Your team is one of your most powerful impact tools. We design and facilitate training sessions that go beyond policy awareness, building genuine understanding of why responsible practice matters and how every person in the business plays a role. From sourcing to marketing, We help teams feel educated, equipped, and part of the work.

  • You're doing the work. Now say it well. We help brands and businesses translate their impact into honest, compelling content & stories - for websites, campaigns, reports, and everything in between. Specific, credible, and never over claiming.

  • Every business is different. For those whose needs fall outside a standard offering, a fully tailored service can be designed around your specific goals, stage, and industry.

Service Snapshot

The below is a snapshot of our most popular services.

Testimonies

"Claudia joined our team to establish and elevate our CSR initiatives, and in her time with us, she has exceeded all expectations, leaving a lasting impact on our company and community… Claudia is a rare and impactful individual in the CSR space. I cannot recommend her highly enough."

— Natalie Khoei

Co-Founder & Co-CEO of MESHKI

Claudia joined MESHKI with the mission of helping us formalise our early CSR and sustainability initiatives, and within a remarkably short time, she brought structure, purpose and momentum to an important area of the business. Claudia doesn’t just talk about change; she approaches it with care and conviction, setting high standards and encouraging those around her to pursue meaningful progress.

— Shadi Kord

Co-CEO of MESHKI

Let’s chat