Business Q&A with Emma from The Green Collective
How and Why Did you Start The Green Collective?
Back in 2014 there was very little focus on our consumption of single-use bags and vege bags. The Goodie Bag was our first product followed by the organic cotton Loot Bag option. We sold out at the first markets and saw a need to continue to focus on reinventing everyday items to be more sustainable. As Ethically So quotes: Kind & Conscious Consumption. There was months of research, testing and reviewing to create our product lines. To create quality products has been a worthy goal and we are very proud of what we have made.
Many of our first products are still in use, and repeat customers have become friends and proud supporters still using the originals! It has been important for us to lead by example and be a good role model for our three boys. Having a growing family has highlighted the need for us to make careful choices and do what we can to lessen any negative impact on the environment. As a trained Physiotherapist and Pilates teacher in Nelson, I have a strong desire to see people achieve their best, and reach their optimum health. Eat Well, Move Well, Feel Well. What we use everyday, have contact with and consume is all part of that journey. Our latest product line HANK is challenging tissue use. We aim to highlight that every tissue used is in landfill, and can we switch some of those needs to a reusable HANK.
What was the hardest part about making sure it’s sustainable and you’re not falling into the category of green washing?
There are benefits of being small and growing slowly. With time, care can be taken at each step to ensure it is the best way for everybody involved in a production line. Choosing local where possible, matching core values with others and building strong relationships has ensured everyone is looked after, paid fairly and wants to keep working alongside each other.
What is the most challenging part of starting your own business?
Multitasking! I still get a giggle when someone asks to speak to the Marketing Manager, or Dispatch Team. I run this business alone and wear all the hats, although my contractors and collaborating Artists are like my Collective Team. Being based in Nelson have been a phenomenal advantage. Such a supportive town, and a wonderful group of local friends who support, encourage and mentor me.
What tips would you give to somebody who wants to start an eco business but has no idea where to start?
Ask questions, be inquisitive and reach out to people. Of the people I reached out to, more were willing to share and pass on learnings than not. I like to pay that forward now and love to help other small businesses starting out. Interview yourself: What problem are you solving? What are your core values and drivers? Make sure you enjoy what you create as it certainly helps get you through slow and darker days.
What’s one thing that happened recently that you’re proud of?
It's been one year since I moved into my workshop. Surrounded by inspiring jewellers, potters, photographers, seamstress & makers is a dream come true.
What do you want from the future of Green Collective
Conscious consumers are increasingly researching and supporting sustainable companies and products. Nowadays, most products have an eco friendly alternative. Customers are looking to reduce their impact and the shift is happening as these products are actively sought out.
We will continue to create sustainable versions of everyday items, helping people make responsible choices. For some customers, they love that we support our artists, ensure ethical production and fair wages for our contractors. For others it’s simply the incredible range of designs, and that the switch to our eco versions is easy, fun and joyful.
Product Highlight:
Tough Question: Our family uses each product, every day. My products have been created because I couldn't find anything else on the market that performed as well, and looked as good. Pretty fabulous that they are sustainable and cute as heck!
We hope you enjoyed getting to know another small New Zealand business, and finding out about how they run! If you run a small business and would like to share your story, we would love to hear from you!
Love Annie // @ethicallyso
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