A journey shaped by people, purpose, and partnerships
I come from a business and hospitality background, having worked across roles in business development, account management, and partnerships. Throughout my career, I’ve always been drawn to roles that combine commercial impact with meaningful experiences. Transitioning into the world of sustainability felt like a natural evolution, bringing together my background with a purpose-driven approach.
Values that extend far beyond the workplace
I’m deeply passionate about animals, veganism, and environmental causes. These are the values that extend well beyond my professional life. I strongly believe that every life, in any form, deserves respect and protection. Animal welfare is especially close to my heart, and I have personally been involved in rescuing and relocating pets internationally.
Why Shift Eco felt like the right fit
What attracted me most was Shift Eco’s ability to make sustainable choices accessible for businesses. Rather than approaching it as a distant goal, the focus is on practical solutions and products that can be implemented immediately.
I also enjoy creating sustainable and thoughtful gifting concepts, which I view as a personal creative outlet.
Making sustainability tangible for clients
I find that the most effective way to communicate the value of sustainability is to make it tangible.
A great example is when we work with real estate developers on their gifting projects. When a client first comes to us, they’re usually focused on two things: the wow factor and the budget. Sustainability isn’t always top of mind. So I lead with the product to showcase the true value.
I show them a beautifully crafted welcome gift, a set of home accessories, for instance and walk them through the story behind it. All materials are recycled or upcycled, and each piece has been handcrafted by a local artisan and a percentage of the revenue contributes to a social cause. Suddenly, the gift isn’t just a gift. It’s a reflection of the developer’s values, it supports the local community, and it gives the gift receiver something meaningful to connect with.
That’s when the conversation shifts. The client starts to see that sustainability isn’t a compromise. It adds depth to their brand story, and differentiates them in a competitive market.
Turning big goals into everyday action
It starts with understanding the client’s specific needs and constraints. From there, I break down broader sustainability goals into smaller, achievable actions that we can help them with – whether that’s through responsible sourcing, employee training initiatives, or conscious gifting solutions. I always aim to provide options that are easy to integrate into existing workflows.
Creating impact through circular thinking
We partnered with a financial institution that was looking to reduce waste generated from their campaigns, particularly used banners and billboard materials. Instead of discarding them, we proposed an upcycling initiative – transforming the materials into durable laptop bags. These were repurposed as branded giveaways, extending the lifecycle of the materials while telling a circularity and responsible consumption story.
Balancing business needs with sustainability
It’s about finding the intersection where all three align. I ensure that the proposed solutions meet the client’s functional and budget requirements while staying true to sustainability principles. I think transparency is key, clearly communicating trade-offs and alternatives when needed.
Shifting mindsets around sustainability
One of the most common challenges is the perception that sustainability is costly. Many companies initially see it as an added layer rather than an opportunity. The mindset shift happens when they realize it can really enhance brand value, employee engagement, and operational efficiency.
Collaboration behind the scenes
We work together as a team to make sure that every solution we bring to a client has already been vetted against our sustainability criteria. In practice, that means staying in dialogue with sourcing teams to understand what materials are being used, where they come from, who is making them, and if they are certified.
When everyone is aligned on why sustainability matters and what it looks like in practice, it shows in the final product. And clients can feel that.
The ripple effect that keeps the work meaningful
It is the ripple effect of the work we do. Each client we support has the potential to influence employees, customers, and wider communities. It’s rewarding to see how thoughtful changes can drive meaningful progress over time.