LOCAL BUSINESS MATTERS

INTERVIEW WITH JENNIFER YOUNG

BY JUDI SWANSON

Sometimes in life during moments of reflection the Universe will guide you to the place where you are supposed to be next. This is what happened to Jennifer Young, owner of What’s Good in Fairport, New York.

Jennifer had taken the summer of 2018 as a needed time of restoration after leaving a toxic work environment. After spending much needed time to care for her spirit and soul, which included adopting two beautiful rescue dogs, she pondered what was next for her. Over the years Jennifer has kept a “Notebook of Ideas” where she keeps her musings for possible projects. As she was going through her book of ideas she reflected on things she felt passionate about. Family, dogs, skiing, cycling, and gardening. One idea stood out. It was Jennifer’s life-long commitment to earth and peoplefriendly products. Her friends tease her about being the Eco-queen and her family tolerates it! At the same time Jennifer was focusing on having her home outfitted with healthy Earth friendly products. She thought about her own frustrations and experiences in trying to find better products. Having to purchase these products from multiple stores, navigating false eco claims, lack of transparency and detailed product information, along with inflated prices. Jennifer, being Jennifer, thought she could solve these problems and make it easier for other like-minded shoppers. Jennifer was also recognizing the impact her mother truly had on her. Jennifer’s mother, who died in 2016, had always believed in all the potential Jennifer had. When Jennifer was small her mother owned a health food store during a time when society did not support these endeavors. It took a lot of guts to be a female entrepreneur, especially a divorced single mom. Her mom struggled to find work and even an apartment to rent. This did not stop Jennifer’s trailblazing mom. Her mom was fierce in her determination to be

an entrepreneur. While the business closed after a few years, it’s success may have been in what her mother modeled for Jennifer. “Don’t take no for an answer, follow your passion, do good. When it came time to open her own business, Jennifer realized just how much of her mom’s spirit was guiding her. Jennifer’s mother always made sure that part of her income, which was not very much, went to help others in need. The actual date this business opened was October 14th which was her mom’s birthday.

So what is What’s Good? It is an ecommerce business, mostly online with an occasional in-store shopping experience. Each product offered at What’s Good was carefully vetted by Jennifer before being offered for sale. Jennifer researches who is making the products, how the products are made, where the products are made, the packaging, and even the downstream effect. She takes the time because there are some products retailers sell as being “green” that are not green. The term I learned from Jennifer is called being “greenwashed” where labeled eco-friendly products are not truly green. At What’s Good each product is fully curated before it is placed for sale. The products for sale at What’s Good are all green. Yes Jennifer, one woman, will take the time and effort to complete the research needed to certify that the products she sells are green.

Another distinctive feature is that Jennifer believes all shades of green are welcome, which simply means we are all at different points in our green journey, we all have different comfort levels, budgets and commitment to swapping our traditional products for greener versions. What’s Good strives to give the consumer the choice of three options in product choice so depending upon the type of green living you can buy a product that fits your green lifestyle. Maybe you’re super green and use soap nuts to do your laundry, or maybe you’re just weaning yourself off of tide pods, or somewhere in the middle. That’s okay, What’s Good has the right product

YOU MATTER PART 2

“This is truly a labor of love. Jennifer works seven days a week. She manages her selfcare in flexibility with her time, building in breaks with answering emails and walking her dogs along the canal.”

for you. Also there is a range of prices depending upon your budget. Jennifer believes strongly that by changing one thing in your living to more green helps our precious Earth. Jennifer wants to make a difference in the lives of customers and the lives of suppliers. To quote her “we are all in it together” and together, we can do more good.

Jennifer is fierce in her commitment to give back. She donates 1% of her revenue goes to 1% to the Planet, in addition to giving to local and national causes such as the ACLU, Equal Justice Initiative, Feeding America, and Save Our Monarchs. When customers agree to receive their order in a gently used box, she plants one tree with her partner, One Tree Planted. She refuses to muddy any of her messages and stands strong for social justice. This scrappy and gritty woman who can make homemade bread from scratch approaches life in a curious manner. She works every day and loves what she does. Jennifer likes to learn and is always asking questions. Her optimistic personality feels there is always a solution to a problem. She is sensitive to the fact that people are feeling overwhelmed these days and partners with her customers to guide them in choices that help them to feel good.

This is truly a labor of love. Jennifer works seven days a week. She manages her selfcare in flexibility with her time, building in breaks with answering emails and walking her dogs along the canal. Her family continues to be a priority and she cherishes spending time with them. In her pursuit to find more balance she practices the 88% rule. Which is based on NOT giving 110 percent to everything, understanding that sometimes 88% gets the job done, leaving her time and energy for the other parts of her life.

Personally I stumbled upon What’s Good from a friend. After a wonderful online shopping experience and an opportunity to shop in the store where Jennifer helped guide me to make choices of gifts for a new mom I was buying for, I needed to find out more about this entrepreneur who focuses carefully on details while bringing joy and exuberance to doing what she does.

As the business grows Jennifer wants to do more to help others. Fundraisers, increase her giving back, the variety of products available are all next steps as the business grows, she would like to hire like-minded people, expand her giveback programs, and free up more time so can so that she can cheerlead and empower young entrepreneurs as they begin to blaze their path in the world.

When Jennifer was out with her mother’s best friends, whom she calls “Aunties” sharing with them the beginning of What’s Good and showing them her business card her mom’s favorite song “I’ll fly away” came on at the restaurant where they were dining. It seems that Kathy Gardner, Jennifer’s mom, continues to watch over her trailblazing, entrepreneur daughter, celebrating her accomplishments. Jennifer is her mother’s daughter. The lessons she learned as a child and growing up continue in how Jennifer lives her life. Determined and passionate to provide an online market that offers curated eco-friendly socially responsible home products and gifts as a woman owned small business who also gives back to the greater good even when doing so offers challenges. Kathy Gardner you must be so very proud.

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