Summer 2019

Greenleaf Cares Initiative By Debbie Eisele

Greenleaf began in 1975 and was founded by husband and wife team Bob and Sylvia Caldwell. The duo entered the home fragrance profession over 40 years ago and still remain true to its mission, which is “deeply rooted in providing quality home fragrance solutions for the modern lifestyle.”

From its inception, Greenleaf has strived to “bless others” through its business success, especially women. Today, this company is raising awareness and creating change.

Through its Greenleaf Cares initiative, the business is focused on breaking the cycle of human trafficking by donating a portion of its sales to organizations with missions that address and provide assistance in stopping this crime cycle.

“Greenleaf is committed to leveraging its power to join the fight and end human trafficking. The passion of our in-house perfumers, artists and production team is poured into every Greenleaf product,” said Lindsey Hughes, PR manager.

Hughes described how products in the initiative support the company’s mission. She described the “Cultivating Change Cycle (CCC).” She expressed “The Root” is the passion rooted in creating quality home fragrances developed for a modern lifestyle and “The Water” is the fragrance solutions purchased by consumers that enable Greenleaf to fund the Cares initiative, “which waters a core value of Greenleaf to be a blessing to others, especially women.”

Also, “The Light” is the effort to create and raise awareness on the human trafficking travesties so Greenleaf and its partners may lead the fight against this crime she explained. And “The Growth” that Greenleaf experiences from the unity of fighting against human trafficking will in essence, “cultivate the change we need to end modern day slavery.”

“We hope to expand our giving partners as we work with nonprofits across the country that are committed to helping fight and break the cycle of human trafficking,” shared Hughes. She mentioned Greenleaf will continue offering new fragrances and products in the Greenleaf brand and for this initiative.

Retailers interested in supporting the Cares initiative are encouraged to become involved. “Whether it’s with monetary gifts to the organizations Greenleaf is supporting for Fall 2019, or hosting events to spread awareness; every bit helps,” said Hughes. On its website, Greenleaf provides links to other organizations and retailers may find one to support donations of time, money and or spread the word about.

A positive rebranding process occurred because of the Cares program. “With this renovation, Greenleaf is celebrating the core of the brand and coming full circle as an organization that cares and supports women by launching the Greenleaf Cares initiative,” said Hughes. Through its extensive research, Greenleaf identified “that a transformation in the look and feel of the product design and logo needed to take place in order to appeal” to the identified audience, critical for brand growth. Its design team accepted the challenge and “curated a collection of classic patterns with a modern twist and logo design that solidifies Greenleaf as an essential component to the modern, female lifestyle.”

Switch and Restavek Freedom are the initial nonprofit partners to benefit from the Greenleaf Cares program. All individuals and business interested in participating in fighting against human trafficking are welcome and Greenleaf founders hope more join in its belief in assisting the female population. Company representatives shared: “Greenleaf is every day for every woman.”

For more information on Greenleaf’s Cares initiative and its products, visit www.greenleafgifts.com

Debbie Eisele

Debbie Eisele is the former managing editor for Gift Shop Plus, Stationery Trends and a variety of special issue publications, including: The Guide, Holiday Shop, Celebrations & Occasions and Waterfront Living.