Frustration, sadness, and anger.
I’ve always felt a deep connection to animals and the Earth. We’re made of the same 'stuff,' after all. Admiring the world’s beauty also made me painfully aware of its suffering. So when I uncovered the truth about the horrific waste, toxins, and abuse hidden behind the products we consume, it hit me hard.
My journey into ethical living started early. I became a vegetarian my freshman year of high school after watching a factory farming video—it only took one video for me to quit meat. Later, after learning about the cruelty of the dairy industry, I made the switch to veganism. The more I learned, the harder it became to turn a blind eye.
Despite my efforts to live compassionately, I was devastated when I started uncovering the horrific suffering, waste, and toxins hidden behind the 'stuff' and food we consume. It all hit me at once—so hard that I found myself sobbing on my couch as I binged documentary after documentary, learning just how broken our systems are.
I felt overwhelmed, helpless, and angry. But then, the realization sank in—I had been unknowingly contributing to it all with every purchase I made.
The guilt hit hard—so hard that I almost threw up on my Forever 21 shirt and Fashion Nova pants. Therefore, I decided to stop funding the problem. I needed to become part of the solution.
Taking action.
Fueled by frustration and a desperate need to align my actions with my values, I decided enough was enough.
I set out to create a life that reflected the world I wanted to see—one that values fairness, sustainability, and inclusivity. But, as I quickly discovered, living this way wasn’t easy.
I became a self-proclaimed eco-minimalist—someone who rejects consumerism, embraces simplicity, and minimizes their impact on the planet. But then, I ran into the world of greenwashing—where brands market themselves as sustainable without actually living up to their claims.
Therefore, I had to dig through endless labels, research suppliers, and cross-check certifications just to find products I could feel good about buying. It was exhausting—but also eye-opening.
Along the way, I uncovered incredible small businesses that were already paving the path to change—brands that were transparent, ethical, and genuinely sustainable. I knew I had to support them and share them with others.
The pop-up hustle.
At first, Ethikli was just a list—a personal directory of 'Ethikli Approved' products I trusted. I shared it with family and friends so they, too, could shop with peace of mind. But I wanted to do more.
I turned that list into an online shop—a one-stop marketplace for ethical and sustainable goods. The response was incredible, and soon I was popping up at farmers' markets and events, hustling to get these products into more hands.
The pop-up scene taught me so much. I met amazing like-minded people, had real conversations about sustainability, and saw firsthand how hungry people were for change. Therefore, it fueled my fire even more.
Brick-and-mortar reality.
Eventually, the dream grew bigger. I wanted a physical space where people could shop with confidence, learn, and connect—a community hub for ethical consumption.
So, I took the leap and opened Ethikli, a brick-and-mortar store in Long Beach, CA. It hasn’t been easy—small businesses are tough, and sourcing ethically often means lower margins—but it’s been worth it.
Ethikli isn’t just a store. It’s a movement—a commitment to transparency, fairness, and leaving the world better than we found it.
Power to the 'employees'.
One of the most exciting changes I’ve made to Ethikli is transitioning it into a worker-owned business. I wanted the people who make Ethikli what it is—our employees—to feel truly empowered, not just in their day-to-day work but in shaping the future of the business itself.
By giving equity and decision-making power to employees, I’m ensuring they have control over their work environment, the ability to make impactful choices, and a real stake in the success of the shop. I believe businesses thrive when everyone involved has ownership, purpose, and pride in what they’re building.
Ethikli is a reflection of my personal values—and even its name embodies that. It’s a combination of the word ethically and my initials KLI, symbolizing my commitment to ethics in every decision I make.
But, the real power behind Ethikli isn’t just me. It’s the incredible people who have joined this journey—employees, supporters, and community members—who believe in the mission as much as I do. Together, we’re redefining what it means to shop with intention and impact.
'Paying-it-forward', hopes and dreams.
Giving back has always been part of my vision for Ethikli. From the beginning, I dreamed of donating a percentage of sales to causes I care deeply about—animal welfare, sustainability, and social justice. While we aren’t there yet, I believe we’ll get there as the business grows.
In the meantime, we’re paying it forward through our Pay-It-Forward Membership Program, which helps fund sustainable essentials for those in need. My hope is to keep building on this idea—to create a thriving business that supports not just its customers, but the entire community.
And someday? I hope Ethikli inspires others to dream big, take action, and create change—one ethical choice at a time.
Our mission
Ethikli is here to make ethical shopping easy and accessible. From low waste products to cruelty-free ingredients, we do the research so you don’t have to.
Together, we can incite change—one purchase at a time.
Thanks for being here and believing in this mission with me.
