Genny LaMorgan
Owner, GreenWomanStore.com
The first thing you′re likely to notice about GreenWomanStore.com is the sheer variety. The site sells everything from raw mascara to menstrual cups to a women′s history coloring book (because it′s never too soon for the young ones to learn). More impressively, though, the site offers shopping with a conscience via products that are fair trade, green and made by women, not to mention that owner Genny LaMorgan gives back between 50 and 80 percent of each sale to manufacturers. “As a consumer, I wanted better access to safe and woman-identified products that are female-sourced,“ she explains. “As an entrepreneur, I wanted our products to be mainstreamed and inspire other women to follow their passions.“ A big boost to her business was being chosen by StartOut′s Lesbian Entrepreneur Mentor Program. (“It was wonderful working with another lesbian who shared and understood the woman-identified focus, branding and online marketing strategies of my business,“ she says.) Ultimately, she sees her business and others like it as having a lasting effect on both the economy and the environment: “Shopping woman-made and increasing women′s share of world trade reduces poverty among women. Women spending their income according to their own priorities is how we move toward a cleaner, greener world for future generations.“
