Elena Deminska, founder and driving force behind FERMARY, a kimchi producer based here at New Covent Garden Market, announces an exciting new venture and a new chapter for her business, as the world celebrates International Women's Day.

Buy Women Built. Spring Equinox. A new chapter at New Covent Garden Market.

March has a particular kind of lift to it. The light changes first — almost imperceptibly — and then, one day every year you notice you’re walking home with daylight still in the sky. The Spring Equinox arrives like a quiet threshold: not a dramatic reset, not a “new year” performance, but a real turning point.

A return of balance. A reminder that beginnings don’t have to be loud to be true.It feels fitting that March is the  month that hosts International Women’s Day and Mothering Sunday so close together, because so much of what women do is exactly that: balancing. Not in an Instagram-ready way, but in the lived, unglamorous, powerful way. Building businesses and households. Carrying the mental load, the emotional load, the invisible choreography that keeps everything moving. Showing up again and again. Creating momentum where there isn’t much to spare.

This is why we wanted March at FERMARY to feel like a celebration — not of perfection, but of women in motion. Women who build. Women who lead. Women who mother. Women who make things happen, often without announcing it. The women who keep life alive.

This month, FERMARY is proud to be part of Buy Women Built, alongside Whole Foods Market UK and Planet Organic, celebrating female founders and women in business across the entire month. It matters to us because FERMARY is a female-led brand, built around care and craft — and because we believe food can be one of the most practical forms of support. Not in a preachy way. In the simplest way: food that helps you feel better, steadier, more alive with flavours that heal!

Fermentation is often spoken about as function — gut health, digestion, immunity — and yes, all of that matters. But fermentation is also a philosophy. It’s the long game. It’s the decision to make something slowly, to trust time, to let life transform life. Many women build that way too. Patiently. Persistently. With a kind of intelligence that doesn’t always get credited in the moment, but changes everything over time.

And this spring, we’re stepping into a new chapter in a very literal way: we’re moving into our brand new premises at New Covent Garden Market. NCGM has a long history shaped by night trading and early hours — the kind of world that, traditionally, was naturally male-heavy. But like everything that stays alive, it evolves. More modern producers are arriving. More new businesses are taking space. More women are part of the story. And bringing a female-led brand into that environment doesn’t mean pushing anyone out — it simply widens the picture. Adding new energy. Adding diversity. Making room for what comes next.

For us, this move isn’t just operational. It feels symbolic in a very organic way: more space, more light, more possibility. A fresh foundation for the next season of FERMARY — and a reminder that the future is more often than not shaped through small, steady shifts, not grand declarations.

So if you’re feeling the March turning point too — that subtle “something is changing” in the air — let this be your permission slip. To begin again gently. To support your body as faithfully as you support everything else. To choose nourishment that feels like care. To celebrate women not as a concept for one day, but as a living force shaping the world — in kitchens, in offices, in businesses, and in all the hidden-away places where real life happens.

Here’s to women. Here’s to spring. Here’s to new beginnings that feel like light.

With love,
Elena

Background

FERMARY is a modern, female-led brand offering premium, London-made fermented food. Always 100% raw, flavourful, and full of functional benefits, designed to support gut health and elevate everyday meals, it's more than a brand, it’s a movement. Backed by decades of expertise, FERMARY's production at NCGM is entirely done by women and celebrates fermentation and better living. Once loved in Planet Organic and Whole Foods, the reimagined range is now available to order again.

https://fermary.com/

Buy Women Built (BWB) is a consumer movement, a retail revolution. It shines a light on brilliant brands built by women to show you who they are and why buying from them matters. Every purchase creates a stronger, fairer economy and every story inspires the next generation to see what's possible.

https://www.buywomenbuilt.com/