(Copyright Bonnie Schiedel. Originally published in Canadian Living, April 2010).
Meet five savvy entrepreneurs who put their environmental beliefs into action—and are loving every minute of it.
Environmental crafter
"I love that I make eco-products that I feel good about and that I know other people can feel good about, too."
Who she is: Jennifer Ois, 32. Lover of environmentally friendly textiles, avid knitter and sewer, married mom of two kids, ages 4 and five months, and owner of SMQ Organics in Toronto.
Green cred: Jennifer sews baby bedding and household items, and knits and crochets children's hats, mitts, sweaters and toys, sold online and at local craft and baby shows. They're all made from earth-friendly materials such as organic cotton, wool, bamboo and soy. Choosing green materials was a natural fit for her. "As a mom, it's important for me to offer environmentally friendly products to keep my family healthy now and to keep the earth healthy for their future," says Jennifer.
The idea for starting her own green business took root soon after Jennifer's first child was born. "I was determined not to go back to my job at an insurance company. It was unfulfilling and not flexible enough for my family life," she says. Inspired by a visit with her own mom, an accomplished quilter who had taught her how to sew, knit and crochet, Jennifer set up shop on her dining room table 10 months into her first maternity leave and launched her home-based company, SMQ Organics.
Making products by hand is meaningful to Jennifer. "You can get organic stuff from a chain store, but it's still made at some overseas factory, which may not have the best environmental practices," she says.
Eco-challenge: Buying local supplies is a key part of any good green business. But what if materials like bamboo fabric are only available from the other side of the world? Jennifer tries to strike a balance. "I stay as close to home as possible – my organic wool is from a family farm in Kingston, Ont.," she says. "I do buy bamboo and soy fabrics from a Canadian distributor who gets them from Asia. But they are fair-trade certified, so I know they're sustainably and ethically grown."
Support system: "My husband has spent more than a few evenings threading elastic!" laughs Jennifer. A friend showed her what words to use on her website to draw the most hits, and after setting up a virtual shopfront on Etsy.com, an online artisan market, she joined a grassroots group of other green crafters, called Etsy Earth Team. "Rather than me spending $20 promoting my company on its own, we all chip in $20 to promote all our items together. It's a great way to combine our meager advertising budgets and make some waves."
Sign of success: In the last two years, sales of Jennifer's products have increased by 50 per cent a year. "As my children grow, so can my business," she says. "I really couldn't ask for more."
Best tip: "Make sure your products truly are eco-friendly," says Jennifer, who adds that customers are increasingly savvy and can spot "greenwashed" items that are only trying to cash in on the green trend.
Online eco-merchant
"I called my company Green Cricket because the sound of crickets at the cottage we rent every year reminds me of what it's like to live close to the earth, to live naturally. "
Who she is: Susan Mey, 47, of Oakville, Ont. is an online eco-store owner (www.greencricket.ca), former executive, risk-taker, single mom of two kids, ages 14 and 16, and owner of GreenCricket.ca.
Green cred: "For me, living a greener lifestyle is about health," says Susan. "After years of working in big business, I needed to get back into shape, to eat healthier and to cut back on waste and a lot of the chemicals in our home. I just tried to live more simply."
To get the more fulfilling, eco-centred kind of life she craved, Susan didn't mess around: she quit her six-figure job as president and CEO of Kodak Canada, took a three-month break to recharge, and then flung herself into the planning of GreenCricket.ca. It's an online store that offers eco-friendly products, ranging from school supplies and bath products to gift baskets and dog toys.
Eco-challenge: Each item on the site comes with a "green rating" that fully explains its ingredients, packaging, processing, certification and where it was made. "That kind of evaluation takes a lot of work, research and time," says Susan. "But if we can't sell something that people trust, we've lost our edge."
Support system: When she went out on her own, Susan pulled together a "virtual advisory board" – a group of experienced colleagues with backgrounds in law, accounting and entrepreneurship to give her advice and support. "It can be a very lonely being an entrepreneur so you really need to talk to other people who have been there. When I was just getting going, friends would send my gift baskets to other people to spread the word about the company, which I thought was just amazing."
Signs of success: "We launched in late 2008, right before the economy collapsed, and we're still here," says Susan wryly. A little over a year after its launch, the website has more than 500 eco-products for sale and continues to grow. Plus, Susan's kids are proud of what she's doing. "They and their friends are fans on our Facebook page!"
Best tip: "When you start a green business, you have the opportunity to develop the kind of workplace culture you want to have," says Susan. "You get to employ people who enjoy what they're doing and are committed to it. You get to have fun! That's 80 per cent of being successful."
Green beauty gurus
"We are so proud to have a green company that reflects our core values, and that our choices make an impact."
Who they are: Adriana De Luca, 38 of Winnipeg, a married mom of three kids, ages 11, 7 and one, and business partner, Michelle LaLonde, 40, married mom of two kids, ages 6 and 2 are co-owners of Tiber River Naturals.
Green cred: Adriana never thought her future lay in her Italian grandmother's homemade soap recipe. "But as soon as my daughter was born I knew I couldn't go back to 12-hour days working as an account manager, so I played around with the directions I learned from my Nana and began making soaps," she says. Natural, environmentally friendly ingredients like local canola oil, fruits and vegetables (lemon zucchini soap, anyone?) were her first choice because respect for the earth is close to her heart. "I had studied sustainable development in university, and the more I found out about the negative impact businesses could have on the environment, the deeper my passion for the environment became," she says. Adriana named the company Tiber River Naturals and started selling at home parties, where customers soon began asking for lotions, lip balms and other beauty products.
Six years later, Adriana joined forces with one of her retail customers, Michelle, who had fallen in love with the products and who now handles the marketing and promotion side of the business. Today, they have two retail locations in Winnipeg as well as a nail and body bar, all featuring their line of natural bath and beauty items.
Green beauty doesn't stop with the ingredients – Adriana and Michelle also choose eco-friendly local suppliers and use recyclable containers, compostable eucalyptus plastic and plantable paper gift cards.
Eco-challenge: "Some natural ingredients can bind with heavy metals in the water and suffocate aquatic life," says Adrianna. "Finding information about ingredients is a really big challenge sometimes." So, she does her homework, either working with a local environmental consultant, contacting the manufacturer or finding studies through a university library database.
Support system: Both owners point to the financial backing from their local credit union and the support of the Women's Enterprise Centre, as well as family and friends. For example, in the early days, one of Adriana's friends used to wrap bath bombs and assemble gift baskets free of charge. (She's now Tiber River's production manager). "I've surrounded myself with a great group of friends who are businesswomen, and their advice, whether it's about team building exercises or an accounting template, is absolutely invaluable," says Michelle.
Sign of success: Last year they celebrated 10 years in business with annual sales that topped $1 million. Michelle also headed to Los Angeles earlier this year to pop Tiber River products into gift bags for the 2010 Golden Globe awards.
Best tip: "If you start looking at all the obstacles around starting an environmental business, it becomes overwhelming," says Adriana. "If you have a passion for something, put your head down and go for it!"
Future-friendly furnisher
"I feel so strongly about doing something with my life that is powerful and good. It means being kind to people and kind to the earth."
Who she is: Ami McKay, 36. A Vancouver interior designer of healthy green homes, passionate artist and married mom of two kids, ages 6 and 9.
Green cred: Because she thinks of herself as a global citizen, environmentalism is important to Ami. "This planet is our home. In order to achieve the greatest good for all, we need to nurture the planet that sustains us," she explains. To put her beliefs into action, the former event planner and floral designer founded her own interior design company, specializing in eco-friendly decor.
About three years ago, Ami says she became was frustrated with creating healthy homes for clients but not having any healthy furniture to put in them. "I realized there was this large hole in the market," she says. So Ami launched Pure, a furniture line made with materials like natural latex, organic cotton fabric and batting, non-toxic adhesives and dyes, Forest Stewardship Council–certified hardwood frames, jute webbing, and boards made from fast-growing wheat and Kirei grass. All these green materials mean that homeowners can breathe easier, says Ami, both due to a reduced carbon footprint and a healthier indoor air quality.
Eco-challenge: "It's tough to find environmentally-friendly design materials, which are always pricier than conventional ones," says Ami. She and her staff take extra time to help customers understand why her furniture is more expensive. (For example, an upholstered daybed is about $2,300).
Support system: "I basically jumped off a cliff when I decided to do Pure because I didn't know anything about manufacturing, much less sustainable manufacturing, and I had to learn a whole new skill set," says Ami. Through a Vancouver women's entrepreneurial group, she was matched up with a mentor with an extensive manufacturing background, who helps Ami sort out her choices when she hits a road block.
Sign of success: Pure furniture has been met with rave reviews (including being featured at a party organized for the 2008 Emmy nominees and receiving the stamp of approval from Oprah). A home line is in the works for the company.
Best tip: "It's a great gift to have conviction, because that will open doors, create opportunities and help you move forward to meet challenges," says Ami. "Starting an environmental business is good for humanity and it's good for your soul."
