Designing Dignity Into the Business Details

This weeks PBA Change Maker is a little different, we're profiling a couple! Talitha Becker and Sandy Cameron, co-founders of the Betty Cares Foundation.  

In Australia, nearly 9 in 10 hospitalisations for assault by a partner are women, highlighting the disproportionate impact of domestic and family violence. Their foundation was created to meet this urgent, often unseen need; providing brand-new, dignity-restoring clothing packs funded entirely through business sales. Read on for our interview with Talitha and Sandy!

Describe your career trajectory and how you got to your current position? 

Talitha started in retail at just 15, working her way up from the shop floor into wholesale, developing brands and travelling across the country selling ranges door to door. Sandy on the other hand, developed his career in farm finance, eventually becoming CEO of the South Australian Farmers Federation. 

In 1997, after leaving her beloved Melbourne to follow Sandy to Adelaide, Talitha came up with the idea to start their own business. Although initially somewhat dubious, Sandy was convinced, and together they launched Sass Clothing. It was the beginning of a journey that would grow into a portfolio including Betty Basics and Fate+Becker. 

Giving back has always been important to both of us, and we had long discussed creating a philanthropic arm to the business. In 2016, The Royal Women’s Hospital approached us for samples and seconds, having identified a need for women in crisis who often had no access to suitable clothing. 

Rather than providing leftover stock, Talitha and Sandy were determined to create purpose-built clothing packs designed to offer dignity in those moments. From that simple request, the Betty Cares Foundation was born. Since then, over 36,000 clothing packs have been donated. While that number is significant, it’s the direct impact on vulnerable women that Talitha and Sandy are most proud of.

Tell us about your role and what it means to you? 

We work closely together, with Talitha leading the fashion side of the business and Sandy focusing on logistics and finance. At its core, our role is to grow our business and ensure the Betty Cares Foundation can continue to support women when they need it most. 

In the early days, it was very hands-on with the whole team packing clothing bags and working closely with hospitals to understand what was truly needed. That mindset hasn’t changed. It’s still about listening, responding, and making sure what we provide is thoughtful and genuinely useful. 

What it means to us is knowing that something as simple as a pack of new clothing can have an immediate and meaningful impact. It’s not just about the clothes, it’s about restoring dignity and care at a time when everything can feel uncertain and overwhelming. 

We feel a strong responsibility to keep growing this work, so more women can be supported in those moments that really matter. 

If you could go back in time, what piece of advice would you give yourself as you first embarked on your career? 

We would remind ourselves to stay close to purpose and not underestimate the impact of small actions. Early on, it’s easy to focus on progression, but the most meaningful work often comes from contributing to something bigger than yourself.  

There are always ups and downs in business and learning to trust that journey and back your instincts. It is something we have come to understand over time. 

Are there any words, or a phrase, you live by? 

“Small acts can have a big impact.” 

It’s something we see every day through the Betty Cares Foundation. That even a simple gesture, like providing new clothing, can make a profound impact and help to restore dignity, build trust, and offer hope in some of life's most difficult moments. 

How do you like to unwind after work? 

We enjoy spending time with family and friends, walking our dogs, and getting outdoors. 

The work we do, particularly through the Betty Cares Foundation, can be emotionally impactful, so it’s important to take time to reset and recharge, and be ready to continue supporting the women who rely on us. 

^You can see the Betty Cares Foundation Pyjamas modelled here!