Interview: the green gables

I love it when I come across a fantastic company with great products and then I find out they are also eco-friendly! It makes buying something or recommending them to friends and family all the easier. When I stumbled upon the green gables, I didn’t even realise the products were green even though the name pretty much spells it out! Beautiful and eco-friendly? I wanted to know more so I invited owner and designer Gabrielle for an interview.

Hi Gabrielle. I love your products especially the innovative plantable bunting. Why did you start the green gables?

I started the green gables for a number of reasons: I was a writer but wanted to be creative in a different way, I wanted more control over my life and career by working for myself, and I wanted to show people that they can have beautiful items in their homes that are also kind to the environment by designing and creating pretty things that are made with less of an impact on the planet.

How did you determine what ethical considerations were important to you as a business owner?

I didn’t sit down and decide I would create an ethical and environmentally-aware company, I just employed the values and principles that I already live my life by. I choose organic and recycled products where possible in my home life so why wouldn’t I apply the same ethics to my business? For years my husband and I have recycled or reused our waste (one holiday we brought our recycling back home because we couldn’t find anywhere to recycle it!), chosen organic, Fairtrade and recycled products so it would be quite alien to me to use paper made from virgin pulp or non-organic cotton in my business. In my previous role on the children’s newspaper First News I wrote the green column and through that I learnt a lot about global environmental and ethical issues and how vital it is to bear in mind the wider world in all aspects of your life.

Was it easy to justify the extra cost involved in using eco-friendly materials and techniques?

Yep! Well, as I said, in my mind there is no debate about using eco-friendly materials so I have to find ways to keep my prices competitive but also hope that my customers understand the value of eco and ethical products. And anyway, there isn’t always a higher cost, sometimes the perception that green equals pricey is unjustified.

Have you come up against any criticism because of your green practices?

I haven’t had any direct criticism although I have had a few people point out that I could make my products cheaper if I didn’t use organic cotton, or if I used overseas suppliers. And they’re right, but I can’t bring myself to ditch my values so I have to find other ways to keep my prices competitive.

It is now fashionable to be seen as being “green” but often these claims can be unsubstantiated. What would you advise people to do if they want to go green but worry that they will be seen as jumping on the bandwagon?

I think that customers can tell if you’re not honest with them, and if you’re being green because you think it’ll make you money, rather than because you believe it, they’ll be able to tell. And if you’re being green because running an eco and ethical business is what you truly believe in, then that will show through and you can’t be accused of greenwash. Build an ethical and environmentally-aware company because you believe it, not because you think you should or in the hope it might win you a few more customers and make you money.

Great tip! Do you think being green has helped or hindered your business?

I hope it has helped but I really don’t know! I couldn’t run my business any other way so if it is hindering it I will just have to figure out a way to make it work!

I love the ethical policy on your website! How did you go about writing it?

Thank you, I’m glad you like it! I pretty much just wrote a list of everything I do that is environmentally-friendly or demonstrates my ethical values. I don’t think any of it is out of the ordinary but I’ve had a few people tell me that it isn’t that usual and so I should make a point of giving customers this information. I also work hard to find British, and where possible local, suppliers who are independent businesses with similar values so that not only am I keeping down the mileage my materials travel but I’m also supporting other British businesses. I’m developing good relationships with my suppliers, it’s great to feel that we’re working together to create these pretty and planet-friendly products.

If you could do it again would you change anything?

It sounds corny but I do try to go through life without regrets. Just as I can’t bring myself to design or make a product I don’t love, I can’t use materials that impact negatively on the environment or work with other businesses that don’t have similar values. I really don’t know how I could run my own business any other way!

Thank you so much Gabrielle for sharing your business with us. I love how your business is so true to your values. I’m a big believer in honesty and transparency. When you are authentic it shines through. I wish you lots of success with the green gables!

the green gables is home of eco-friendly, plantable and colourful paper bunting, vintage-inspired art, organic cotton kitchenware,
stylish stationery, gifts for every occasion, and a remade bespoke service. Visit the website, connect with Gabrielle on Twitter or read her blog to find out how she is striving to live a more sustainable life.