Singapore’s way of life model, Go It On, is dedicated to creating sustainable city residing a necessity. Its mission is to move on a way of consciousness in our day by day decisions, large or small, via its vary of residence and residing merchandise.
Founder Michelle Chow first had a revelation throughout a visit to Girl Elliot Island — the southernmost island of the Nice Barrier Reef — which kickstarted her journey in sustainability.
“I noticed the distinction between wholesome, thriving corals, and bleached corals. It then dawned on me that my then four-year-old niece won’t have the ability to see the breathtaking reefs when she’s of age to dive,” says Michelle.
This sparked the concept of a sustainable enterprise, now referred to as Go It On. Stemming from an extended and profitable profession in style, advertising and occasions, her profession transition shocked many.
Actually, her stint in style performed a task in her resolution to champion local weather motion. She noticed firsthand how style may very well be polluting — with analysis proving that the style trade is the second largest polluter on the planet after the oil trade — so she wished to make a distinction.
Impressed by half-finished candles
Go It On first began out as a facet mission. Studying up on local weather change inspired Michelle to start out a fundraising mission on Kickstarter to plant timber in 2020.
The mission raised 5 instances the funding purpose, additional prompting her to start out Go It On in 2019, a model that may proceed to present again.
Sadly, the COVID-19 pandemic hit quickly after its launch. This was why Michelle continued pursuing Go It On as a mere facet mission, whereas consulting for manufacturers and promoting businesses on the similar time.
It was solely in April 2021 when she turned the sustainable model right into a full-time mission.
Go It On quickly turned recognised for its plantable candles, a best-seller and a product distinctive to the model. This concept first got here to her when she brainstormed concepts to additional gas the tree-planting fundraiser.
I seemed round my home and noticed a number of candles mendacity round half-finished. I began taking courses on how you can make my very own. When it got here to deciding what vessel to make use of for the candles, I noticed the half-finished candles in my residence and thought: what if the vessels may very well be given a second life?
– Michelle Chow, founding father of Go It On
Constructing on the concept of a second-life candle, Michelle jumped into the design course of, with an goal to make the top product as low-waste as attainable.
A enterprise mannequin of eco-friendly practices
Though the pandemic may need put a damper within the model’s enlargement plans, it didn’t faze Michelle.
As an alternative of opening a everlasting bodily retailer, she pivoted and launched a pop-up retailer as a substitute, in addition to pushed to distribute Go It On’s merchandise throughout numerous brick-and-mortar shops in Singapore.
To be an entrepreneur, you must be comfy with change, particularly for a enterprise that basically grew throughout the COVID-19 interval. Our model mission is concentrated round making sustainable residing a necessity in folks’s lives.
Although we stay centered on the larger purpose, there are numerous methods to be inventive concerning the course of and the strategy. We develop, with the movement.
– Michelle Chow, founding father of Go It On
Michelle’s ardour for sustainability displays clearly inside her enterprise practices. On the enterprise entrance, the Go It On group pushes out social media content material on numerous environmental points. She additionally faucets on her group’s curiosity and background for them to run sure initiatives.
“We had an intern who was from the Nationwide College of Singapore (NUS)’s Environmental Research school. She had a wealth of information on our pure surroundings. Collectively, we kickstarted a collection of Aware Excursions the place we introduced folks on native nature walks at Clementi and MacRitchie forest.”
Michelle additionally acknowledges that over-packaging is without doubt one of the greatest issues in the case of client items. The model calls for brand new packaging seasonally, however Michelle has discovered a inventive approach to get round this subject.
“After we wished to make a particular reward wrap for Christmas, we opted for upcycled cloth Furoshiki wraps. We additionally created reward field sleeves that double up as greeting playing cards to minimise the usage of paper and tape,” shares Michelle.
“In any respect our pop-ups and occasions, we reuse paper luggage given to us by our group. It doesn’t matter that we forewent a branding alternative on our buying luggage. As an alternative, we repurposed 545 luggage via this train.”
Ardour for educating and advocating
Except for being an entrepreneur, Michelle is aware of one of the simplest ways to make a mark is to guide by instance and preserve the eco-conscious habits going — be it at work or at residence.
At residence, she types her waste into classes for recycling and meals scraps for compost. Michelle additionally makes use of eco-friendly cleansing tablets, upcycles all her cleansing spray bottles, and recommends recyclable tissue paper. Her family additionally utilises solar-powered electrical energy.
Her ardour to coach and make a mark on sustainability is ignited by numerous elements: the existence of quick style, overproduction and consumption, latest findings from the Intergovernmental Panel on Local weather Change (IPCC) report, and the talk on whether or not to take away the Nice Barrier Reef from UNESCO’s record of world heritage websites.
Though Go It On is a rising work-in-progress that’s repeatedly creating and innovating, Michelle says that the model will persist in three focal areas.
Firstly, Go It on goals to be an innovator, the place they additional design their very own merchandise, such because the plantable candles. Secondly, as a retailer, they’ve the flexibility to supply and curate like-minded manufacturers from totally different components of the world and promote them on their platforms.
Lastly, Go It On serves as an advocator, the place they conduct occasions, talks, and workshops with company purchasers and maintain their very own flagship occasions.
For example, Go It On is internet hosting its first immersive bodily and digital retail expertise for sustainable residence and way of life manufacturers from 23 to 24 July 2022.
Referred to as ‘GREEN-HOUSE’, the occasion is a approach for attendees to find different native companies who prioritise sustainability and constructive social influence in the best way they function. Taking part native companies embrace homegrown espresso expertise firm Morning, Furniche+, Re-store, and textile artist Natalia Weaves, simply to call a number of.
Visitors may also learn to upcycle, compost, mend and create helpful objects according to a low-carbon-footprint way of life throughout the occasion workshops. As well as, GREEN-HOUSE will contribute one planted tree to Go It On’s long-term NGO associate for each attendee.
Sustainability efforts for the longer term
Go It On’s plans for the longer term embrace persevering with its collaboration with the Eden Reforestation Mission, with an goal to hit the purpose of planting a million timber.
With each buy of a Go It On candle, a donation is made to the Eden Reforestation Mission, permitting for the planting of 10 timber. Since 2020, Go It On has contributed to 132,967 planted timber, with an goal to succeed in 250,000 by the top of this yr.
“As an alternative of splitting its vitality and sources throughout totally different beneficiaries, we’ve chosen to concentrate on the Eden Reforestation Mission so we are able to channel all our vitality and sources to this mission and meet our purpose,” says Michelle.
Featured Picture Credit score: Go It On