People are capable of doing the most extraordinary things without even realising that what they are doing is extraordinary. Lately I've been able to witness this first hand, and it's made me realise that the people who do these amazing things are the people who rarely have their stories told. Instead, society has become obsessed with celebrities, who wore what to where, and what reality stars were up to at the weekend. But it is these people, the ones who inspire others simply by being themselves, that need their story heard. There needs to be a place for them. I wanted to create that place for them.
    And so, Etcetera was born.