
'Making an Effort' highlights designers & crafters who use eco-friendly methods and/or materials where possible in creating their products. The entirety of their collections may not be 100% organic or green or recycled, but they're trying and that's the point. They're making an effort. Doing something is better than doing nothing at all. Would you like to be considered for this feature? Email me.
- - - - - - - - - - - - - - - - - - - -
This week, Adele Miller from modernemotive (Toronto) shares her designs & eco philosophies with us. Adele creates stunningly simple & modern paper goods, which are made primarily with materials using recycled content. She's very selective about every detail throughout her product design process - it definitely shows! p.s. she included an exclusive coupon code for Daisy Janie readers...keep reading!

What do you create?
Right now, my product line consists of greeting cards, invitations, announcements, personalized stationery and business/calling cards. I have plans to expand my line in 2010 to include notebooks, notepads, folders and more functional paper goods. The list never ends which can sometimes cause great chaos in my already overactive mind. I also have plans to extend beyond paper goods but all in good time.
What materials do you use?
I try to pack as many “eco points” into my materials as possible.
Here’s the current breakdown:
Cover stock + white envelopes
Acid Free, Archival, Certified Processed Chlorine Free, FSC Certified, Green Seal Certified, Lignin Free, Made Using Wind Energy Recyclable, 100% Post Consumer Content
Brown Bag Envelopes
100% Post Consumer Content Colored Envelopes FSC Certified, Acid Free, 100% Recycled, 30% Post Consumer Content
Cello Sleeves
Plant-based (corn) materials, Biodegradable, Compostable

What made you decide to use recycled & other green materials in your products?
Simply put - why not? The options are available (especially in the paper goods industry) so there’s really no reason not to.
Do your customers seek out eco-friendly products?
I certainly think the fact that my products are ecofriendly influences some purchases. However, for the most part, I believe people are just seeking out unique, fresh and modern stationery. Over time, I think the ecofriendly aspects will become a more influencing purchasing factor. But to do that, I think the stationery industry has to make it the norm rather than a “bonus”.

What is the biggest challenge in using green raw materials: sourcing, price, variety, etc?
Pricing is definitely my biggest pain right now. While I am trying to be competitive, I also don’t want to undercut myself just to compete. I truly stand behind the quality of my products, materials and design work. I think my prices reflect that fairly. I am putting my heart and soul into modernemotive and while I do think the market will somewhat determine price points for you, I also think you need to put the breaks on dropping your prices until you know you’ve hit your target market and failed. Of course, there is always room for adjustment, and it’s something I continually monitor.
Do you have plans to incorporate more eco-friendly materials in your products?
I’m always looking at new ways to further my efforts and it’s certainly a deciding factor when I consider adding new products to my line. If I can’t optimize the eco aspects as much as possible, the idea is shelved until such materials become available. For example, I package my products in the bio cellos rather than boxes because my source doesn’t currently offer earth-friendly options. While it may take away from the visual presentation some, for me, this is a small compromise rather than loading landfills with boxes made of plastic. Also, when I start to wholesale, I imagine I’ll have to outsource the printing. When this happens, I will definitely be going the vegetable or soy ink route.
Anything else to add?
As a thank you for sharing my work with your readers, I’d love to extend them a discount code for 15% off* in my shop. Valid from Friday, 20 November thru Sunday, 22 November. Simply add “DJ15” to the notes to seller and I’ll refund you via PayPal. Or it you’d prefer a revised invoice, include that in your notes. *Cannot be used against custom work, items currently on sale or with any other offer.
- - - - - - - - - - - - - - - - - - - -
Thank you for sharing your ideas & ideals with us, Adele! The effort you're making is commendable and very much appreciated!
modernemotive links:
shop | blog | flickr | twitter