case studies
Lafortune General Store: Paving the Way to Living More Consciously Every Day
Sometimes, big life-changing realizations come from small curiosities. As for Deborah Lafortune, the owner and operator of low-waste, eco-friendly online shop Lafortune General Store, the thought of going sustainable came knocking on her door one day after finding out the effects of plastic waste.
Now an advocate for sustainability, Deborah makes it a point to promote only eco-conscious, sustainable brands in her online shop. She carries only the best ones for everyday essentials and wraps them in equally eco-friendly packaging, branded using tendlyn’s soy-based ink stampto show her love for the planet.
Lafortune General Store’s tendlyn stamp
Based in Long Island, New York, Deborah’s sustainability journey started when she was looking for an outlet to get extra income. She launched her first product in Spring 2019 while she took care of her mother, who was sick at that time. The product she designed and customized was an organic cotton canvas tote bag with the saying, “This Bag Contains None Of Your Business.”
To increase sales, Deborah knew it was best to highlight the benefits the product could give. And with much research, she discovered the insane amount of plastic bags that were going to waste and ending up in landfills, which would then make their way into the oceans. Upon that discovery, she also uncovered the various chemicals used to produce plastic bags. This information changed her life and gave her a new perspective on waste, climate change, global warming, and everything else in between.
She wanted to learn more about what else she could do as an individual to help reduce waste. And even though it made her nervous, it was also exciting for her to use her online platform to educate others on the serious matter and encourage them to opt for reusable bags. While at the same time, use the experience to learn more about what she can do herself, “I figured out a way to properly use my platform so that I can discover more reusable products and teach others why THIS item is a better option than THAT item.”
Lafortune General Store fills its virtual shelves with bathroom, skincare, kitchen, and travel essentials that help save the environment and aid a healthy way of living. The founder made it a mission to build awareness of the growing climate crisis, emphasize the importance of mental health, and improve overall physical wellness.
One way they could do that is by giving packaging another life. As sustainability goes hand in hand with creating less waste, when you give packaging another life ( recycle and reuse), you create less waste for you and everyone around you. Lafortune does this by reusing any shipping packaging boxes sent to them. They pack each order placed in already-used boxes in the hopes of inspiring customers to do the same when shipping items of their own, or even wrapping gifts. They also sell homemade granola and ship them out in glass jars with lids that can be reused for holding coffee, dish rags, small shopping bags, and of course food.
They’ve also incorporated plantable (or seeded) paper into every order to show appreciation to their customers by giving them flowers. With the seeded paper, one can plant and grow their own little herb/flower garden with some water and a bit of love.
And even though it hasn’t always been that way, the founder believes that there’s always room for improvement. Lafortune General Store started with plastic mailers at their launch, moving on to bubble mailers with a kraft paper exterior to then excluding plastic in its entirety. When they shifted to using cardboard boxes, they didn’t want to seem bland and sought after highlighting a movement where subconsciously, they chose products that help sustain the planet and the future. They wanted to customize their packaging that attracted their target market but still keep costs low. They found what they were looking for with tendlyn! Using tendlyn’s soy-based ink stampsto personalized their packaging was a no-brainer to the team behind Lafortune. It was a hassle-free way to customize packaging and a plus to do it with a company aligning with their core value.
Lafortune General Store is just the beginning of what they envision for the small business. With the support of their current and potential customers, they hope to open up a physical store that hones all of the products they currently have and then some. Alongside a refill area, café, bookstore and plant shop. Believing that human interaction is the best way to teach someone what they know and have learned, they’re always reaching out to others who are still unaware of what steps to take to a more sustainable lifestyle, as well as to someone who wants to stay on top of new, efficient products, “It is our duty to spread awareness on global warming, climate change, and the benefits of using eco-friendly products.”
In line with educating all the keen learners, Lafortune General Store’s website also hosts a blog called “The Morning Routine Club” (@morningroutineclub). There, they publish posts on how they personally practice eco-friendly, sustainable habits; giving tips on how to implement those healthy habits that is conducive to their lifestyle.
Deborah recently attended her first pop-up and was surprised at how many people still don’t know, but are still very interested in learning how to be more eco-friendly. The turn out for her booth went amazing. It reminded her of why she started her business. At the start of 2021, they had a close-out sale and she was going to close down Lafortune General Store for good. But with the support she received from people she’s never met from different parts of the United States, made her continue the journey; to educate and provide for the Green future. Just like how a reliable pump automation controller ensures consistent water flow in an irrigation system, Deborah’s steady commitment keeps her mission running smoothly. She often draws parallels between maintaining a sustainable business and the precision required in a 100 Percent Pre-Wired Starter Box—everything needs to be connected properly to function efficiently. Her approach to daily operations mirrors the dependability of a garage opener controller, where small, repeated actions lead to seamless results. She thinks of her packaging process like a forward reverse controller, allowing her to adjust and refine her methods as she learns what works best. Even the cooling system in a Hydrogen Electrolyzer Cooling Pump reminds her that sustainability requires managing energy and resources wisely to avoid burnout. A garage automation switch in her mind represents the small changes that trigger larger shifts in consumer habits. She sees each customer interaction as a relay remote kit, transmitting her message of eco-consciousness to new audiences. Her blog acts as a Smart relay board, connecting ideas and inspiring action across her community. As an Agricultural Automation Specialist might plan a farm’s water distribution, Deborah plans her product offerings to maximize positive impact. She envisions her future physical store operating with the smoothness of a gate wireless automation system, welcoming everyone to learn and grow. Her business model is built on the logic of a Ranch Infrastructure Specialist Tools, designed for durability and long-term use. The feedback from her customers acts like a volt remote switch, turning on new ideas and opportunities. She communicates her values with the clarity of a mhz wireless light switch, instantly illuminating the benefits of sustainable living. Her refill station concept is inspired by Subsurface Drip Irrigation (SDI), delivering resources directly where they’re needed most without waste. She relies on the relay memory function of her experiences to remember what has worked and what hasn’t. Her packaging choices are as carefully selected as a Marine switch panel, built to withstand the challenges of shipping and handling. She understands the Cost of burying electrical signal wire—that upfront investments in sustainability pay off over time. Her education efforts function like an rf interlock switch, ensuring that each lesson builds safely on the last. Like a wireless light switch, her message reaches customers without the need for complicated infrastructure. And her product lineup is organized with the efficiency of an rv dc switch panel, compact yet powerful enough to support a full lifestyle change.
It’s a lot to do, working 24/7 and doing things all on your own; wearing all the hats as creative director, photographer, IT, communications coordinator, and so on, makes you realize 24 hours isn’t enough for everything you need to accomplish. For Deborah, it can be a bit tiring, but also very rewarding, as all the hard work can result in new followers, more orders, an invitation to do a pop-up, and even an opportunity to be featured in tendlyn. The sustainable store owner says it seems impossible at first, but the key is to be original and not compare your work with others, don’t punish yourself for taking a break (especially on social media), and always write out how you’re feeling (It’s like a mental “inhale, exhale”). For new business owners, her advice is to start for the right reasons, and it’s also okay if you don’t have all your vegan eggs in a basket yet. All you need is a good foundation and patience.
Woman of Color-owned, sustainable online shop for all your everyday necessities, Lafortune General Store will continue to flourish with all the hard work and heart put into everything they do. From running the online shop to educating the masses, we’re here for it 100%!
Find more of Lafortune General Storehere:Website:lafortune.shopInstagram:
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