Our North Star

Purpose before scale. Always.

We grow only if people, planet, and product quality grow with us.

How We Work (Our Operating Code)

1. Ownership > Job Titles

Think like a founder. Own outcomes, not tasks.

2. Clarity Over Comfort

Direct conversations. Clear timelines. No ambiguity.

3. Empathy With a Spine

We care deeply and we hold high standards.

4. Bias to Action

Momentum beats perfection. Data beats opinions.

5. Respect the Craft

Artisan work, indigenous knowledge, and sustainability are operational truths, not marketing claims.

6. Low Ego. High Standards.

No rockstars. Only builders who elevate the work.

7. Humble Ambition

We aim to build something category-defining: quietly, honestly, and for the long term.

What This Is Not

❌ Performative sustainability

❌ Top-down hierarchy

❌ Comfort-first culture

❌ Growth at any cost

Who Thrives Here

Builders. Problem-solvers. Doers.

People who want their work to matter, and are willing to take responsibility for it.

What We’re Building

A trusted ecosystem for conscious consumption, where impact is measurable, craft is respected, and growth is earned.