For students

Aayush Goyal & Karis Gill - Social Stories Club

Social Stories Club is all about making ethical products more accessible

Edinburgh Innovations clients Aayush and Karis

Entrepreneur profile

Founders Aayush Goyal and Karis Gill

Student clients while Aayush was studying MA International Business and Karis was studying MA Business with Marketing.

Business School 


The idea

Social Stories Club is all about making ethical products more accessible and shining a light on socially conscious enterprises and the social missions they serve.


“There are so many amazing ethical brands out there that no-one knows about, and if we can educate consumers and raise awareness of their efforts more people will buy social.”


Social Stories Club produces gift boxes containing a variety of ethical brands and story cards sharing the social change associated with the gifts, ranging from candles whose profits empower disadvantaged communities to biscuits made using 100% renewable energy.


“A lot of people can’t name even a single social enterprise. We get so much excitement sharing the little-known stories of these brands which we make accessible to all through our socially conscious gift boxes.”



“Understanding customers is a challenge that every young business faces. We are constantly trying to ask questions to our potential customers so we can create a gifting service that directly helps them address their personalised needs.”


“The EI team are just incredible. They really care and are a great support network. Every staff member we interact with is extremely friendly and helpful. There are a lot of events for students which is a great opportunity to meet other entrepreneurs.”

Support from Edinburgh Innovations

Aayush and Karis have attended many events, enjoyed success in competitions and benefitted from meetings with our business advisers. They were recently finalists in the Social and Environmental Award at Inspire Launch Grow and participants at the Santander-sponsored Startup Summer.


They particularly enjoyed EI’s 3 Day Startup programme: “At 3DS we were pushed to go out onto the streets and speak to people. We found this extremely helpful because we were able to understand what people were looking for. This exercise gave us the confidence to speak to our potential customers.”


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