When it comes to being green, once you know better, you have to do better.
Thankfully, there are stores like Elegant Roots that make doing better, a stylish pursuit.
Here, we talk to Rob Favole, owner of Elegant Roots, about his do-good-meets-look-good boutique and what?s eco-chic for the season.
THE FAMILY GROOVE: What inspired you to start Elegant Roots?
Rob Favole: We designed Elegant Roots specifically to serve the triple bottom line: people, planet, profits. In October 2008, Elegant Roots launched an online boutique offering design-forward jewelry and accessories For Her, For Him and furnishings For Home ? and all of it green, either eco-conscious, socially responsible, or both.
TFG: Tell us about the name.?
RF: We chose the name to reflect our goals and values for the business. One Elegant notion at ElegRoo?s core is that traditional arts when applied to updated designs can support traditional lifestyles around the globe, bringing some benefits of globalization to those who had previously been on the margins, or worse, had been victims of globalization?s press for cheap labor.
ElegRoo provides access to the wide US market for artisans from within as well as outside the US. And we provide them some measure of recognition through a commitment to transparency. For each product, we present the Roots, or story: who made it, where, from what, and, why, beyond its beauty and function, it is a worthy purchase. This transparency enables customers to make an informed selection so they may align their purchases with their values. Everyone wins.
TFG: Your tagline is ?Natural Chic, Urban Sleek, Always Green??and you really live up to it for women, men, home, baby & kids and even pets. How do you choose what to offer?
RF: It?s part art and part science. We limit ourselves to ?green? items and while we don?t require complex and expensive certifications, we do require full, credible disclosure. We don?t expect anyone to be eco-perfect ? we aren?t ? we simply look for green progress in high quality, design-forward products.
Finally, we apply our subjective judgment as to what will appeal to the American market. That?s the art.
TFG: What is your proudest moment as a business owner?
RF: Really happy customers bring the most pride ? reminding us why we?re in this biz and inspiring us. 
For instance, we delivered two pair of Dori Csengeri earrings to a customer in NY. We sent her earrings in our striking eco-gift box with organic cotton ribbon, even though she hadn?t requested it. A few days later she left a voicemail for us: ?This is Erica [M.]. I just wanted to let you know that I?ve worn both pairs of earrings and I love them and I?ve told my friends about them. The gift box was such a wonderful surprise ? I thought I really received a gift. I guess I did. I just wanted to thank you.?
Marie is another example. She had purchased one of our Marcel Miller Alpaca Throws for herself and loved it so much, she wanted one for her adult daughter as a holiday gift. We were out of stock but made special arrangements for her to receive one on time. She sent this very nice email: ?Rob:? I got a bit deeper into your site ? and now know why you have been beyond expectations in this contact. My wish for you will be that everyone on whom you depend to carry out your work will be as kind and helpful as you have to me.?
These expressions choke me up a little every time I revisit them.
We?ve had great press that has made us proud. We felt pride when our Facebook fans exceeded 4000. And we?re continuously proud of the economic independence we help to achieve for the artisans whose work we carry. But it?s customer satisfaction that we most treasure.
TFG: What exciting things are on the horizon?
RF: Elegant Roots is morphing a bit, with a new ?aka? ElegRoo and soon a new logo. And we?ll be changing our product mix a bit to offer fitness/exercise items. Of course, we?ll continue adding new designers to our offerings For Her, For Him, For Baby, and For Home.
For more green chic, go to www.ElegantRoots.com. Get 50% off with code TFG50. Yes, 50%!!
Tags: eco-friendly baby clothes, Eco-friendly gifts, Green gifts for dad, Green gifts for women, Green home decor, high quality design
Source: http://www.thefamilygroove.com/blog/20110912-outta-sight-site-spotlight-elegantroots-com/
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