My Journey + Expertise

My first retail store - April 2018

After years of research and development—and countless batches of body care products shared with friends and family—I finally decided to take a bold step. I left my corporate job to pursue my passion for natural living and opened my first body care retail shop in Southeast Toronto. My vision was simple: make sustainable living accessible to everyone. The shop began as a natural general store, offering body care items, natural foods, and aromatherapy supplies. It embraced everything I believed in—sustainability, practicality, and providing my community with affordable, green options.

As the business grew and I paid close attention to both my passions and my customers’ needs, I noticed the strongest demand was for natural body care. Over time, I shifted the shop’s focus entirely to this area, allowing me to curate a more intentional and high-quality selection. Every product on the shelf reflected my commitment to clean ingredients and sustainable values. Looking back, that evolution taught me how powerful it is to stay dedicated while remaining responsive. It shaped a business rooted in health, wellness, and environmental responsibility—and aligned perfectly with the work I love most.

New Zero-Waste Refill Station

By the summer of 2018, I made a major shift in my business by phasing out most of the natural food products and expanding the body care section. This new direction included introducing a zero-waste refill station, where customers could bring their own containers and refill their body care essentials, DIY ingredients, and a wide selection of essential oils. I also added a range of plastic-free supplies to better support the growing zero-waste movement. This innovative model resonated quickly with environmentally conscious shoppers and allowed me to serve a niche community that truly valued sustainability.

Transforming the store in this way also gave me the chance to highlight my knowledge and passion for body care ingredients. Customers would often come in to stock up on DIY supplies and end up asking for guidance, which opened the door to deeper conversations about ingredients, formulation tips, and the importance of sustainable living. Those interactions helped strengthen my reputation as a trusted resource and built a strong, meaningful connection between my business and the eco-focused community I loved serving.

Gaining Popularity = Upgrades

In 2019, after watching my customer base grow rapidly and experiencing an incredibly successful first holiday season, I decided it was time to invest back into the store. I renovated the space with a major focus on expanding the refill station so I could offer an even wider range of sustainable products for my eco-conscious customers. I also wanted to elevate my brand, so I partnered with a manufacturer to create custom zero-waste supplies featuring my own branding. Buying in bulk helped me stay true to my sustainability values while also making these products more affordable—something I was genuinely proud to accomplish.

As the business continued to surge, I knew I needed help. That’s when I hired my first amazing staff member, Rachelle, whose passion and skills fit perfectly with the store’s mission. Before long, more team members joined as demand kept growing. This talented group allowed me to move forward with my expansion plans and helped me bring my vision of accessible, sustainable living to even more people in the community.

New website + increased marketing

The first step in my expansion journey was improving my website and transforming the online store into a more modern, user-friendly experience. As my team grew, we were also able to put more energy into social media, which became a key driver in reaching new customers. Entering the natural body care market is no easy task, but my unique focus on zero-waste services helped set my business apart. That distinction attracted the right customers—people who truly wanted guidance and support in DIY body care.

As word spread, more and more people began traveling long distances to visit the shop, ask questions, and purchase high-quality, affordable ingredients. With my guidance and the help of well-trained staff, we built a reputation for being approachable, knowledgeable, and genuinely invested in helping others live more sustainably. Word of mouth quickly became one of our greatest strengths, fueling steady growth and deepening our connection with the community.

Opened Retail Store #2 - 2020

When I decided to expand and open a second location in downtown Whitby, I was completely fueled by the enthusiasm and encouragement of my customers. With so many people regularly traveling west toward Toronto, it felt like the perfect opportunity to create another welcoming space for the community. At the time, I had no idea what the whirlwind of COVID-19 would bring, but in that moment, I was riding a wave of positivity and gratitude inspired by the love and support of my loyal patrons.

One of those amazing customers is Warrior Kim, someone who has been with Green + Frugal from the very beginning. Her excitement for the brand was always so genuine, and it meant the world to see her travel all the way to our first shop just to stock up. When we opened the Whitby location—much closer to her—she was thrilled, and thinking about her bathroom filled with every single one of our products still makes me smile. I truly miss seeing you, Kim, and all my wonderful G+F friends! Xo

Opened Store #3 + New Warehouse Aquired in 2020

Shortly after opening the downtown Whitby store, I made the big decision to acquire my first warehouse space, which also included a retail storefront in the west end Yorkdale area of Toronto. It wasn’t an easy choice, especially with the uncertainty COVID-19 brought. I definitely didn’t expect the lockdowns to last nearly two years, but as my customer base continued to grow, it became clear that I needed more production and storage space than my small shop couldn't provide.

The warehouse gave me the ability to purchase ingredients in bulk, which helped me keep prices low without sacrificing quality. It also offered the storage space I needed for bulk supplies from my manufacturer. Most importantly, the new facility allowed me to scale up my soap production with custom equipment that could produce around 250 pounds of soap in a single day. This expansion was a major turning point—one that allowed me to meet increasing demand and significantly improve our overall efficiency.

In the Spotlight

In the challenging landscape of 2020, I helped Green + Frugal stay afloat by leaning into a strategic advertising approach that connected with the growing community of people interested in sustainable living. Our targeted ads—especially through channels like TTC—proved effective in catching the attention of commuters and sharing our message about eco-friendly choices. At the same time, major media outlets such as The Globe and Mail and Breakfast Television featured Green + Frugal in conversations about sustainable lifestyles, which really helped boost our visibility and credibility.

I was also fortunate to collaborate with well-respected influencers whose values aligned closely with ours. These partnerships expanded our reach even further and helped us connect with an engaged audience that truly cared about natural, sustainable living.

COVID Christmas - Piveting Operations

The holiday season has always been a busy time for retailers, but that year brought challenges like nothing I had ever experienced. With lockdowns in place, customers couldn’t shop in-store, which had a huge impact on our three locations and our amazing team of about ten staff members. We knew we had to pivot quickly. We ramped up advertising and encouraged our community to shop online. To keep our team engaged, we launched a local delivery service instead of relying solely on couriers. Everyone stepped up—helping make products, pack and wrap gifts, fulfill orders, and deliver them—all while keeping a strong sense of camaraderie during such a difficult time.

I have to give a special shoutout to my team lead, McKayla. I honestly couldn’t have navigated that year (or the nexts going forward) without her unwavering dedication and support. She was instrumental in keeping operations running smoothly and motivating the team in the shop while I was working at the warehouse. It’s a true testament to the resilience and hard work of our crew that we were able to adapt and survive such a tumultuous season. Together, we faced every uncertainty head-on, and while it was incredibly challenging, our collective efforts proved that with determination and teamwork, even the toughest obstacles can be overcome.

In 2021, determined to bounce back from the challenges of 2020, I partnered with a dynamic marketing team to help expand our reach through Facebook and Google Ads. My main goal was to establish Green + Frugal as the go-to destination for natural body care—featuring botanical ingredients perfect for DIY projects, along with a reliable resource for DIY body care recipes. To make this happen, we committed to posting on social media, especially Instagram Reels, at least three times a week. Consistent engagement helped me connect with our audience, showcase my expertise, and build a community of like-minded people passionate about self-care and sustainable living.

In a bold and unexpected move, I also opened our fourth store in 2021 and updated our branding. After the difficulties of 2020, some might have questioned why I would expand, but I saw an opportunity. Even before the pandemic, our original location attracted customers willing to travel long distances for our products. With COVID-19 outlooks beginning to shift and the possibility of a post-pandemic surge, I recognized the chance to take advantage of favorable rental conditions in a prime area. I trusted in our brand’s resilience and the growing interest in refillable, DIY, affordable natural body care—and I knew this expansion positioned us for success in this next chapter.

Marketing Blitz + Opened store #4

As inflation rose and consumer habits began to shift, I realized I needed to adapt my approach, expand my reach, and introduce a service my customers had been asking for. Leaning into the retail principle of pivoting, I turned my focus toward holiday markets while also expanding into offering hands-on workshops. From 2022 to 2024, I not only participated in major holiday events but also explored new local craft markets and eco-focused markets that aligned perfectly with my audience. These opportunities helped me connect with new customers and reinforced my commitment to natural, sustainable living.

Workshops quickly became an exciting new chapter for me. With my guidance, my incredible team helped research and shape workshop offerings that not only met customer demand but also strengthened their own knowledge and confidence. This collaborative effort allowed us to better serve our growing DIY community and create meaningful, hands-on experiences that truly reflected everything my brand stands for.

Shift to Workshops + Markets

After facing challenge after challenge, juggling nonstop work, and navigating ongoing staffing issues, I realized it was time to slow down and refocus on my health and my family. My hope had been to bring on a long-term team member who could eventually take over my role, but in retail—where turnover is high—that didn’t happen. I had wonderful staff, but no one who was in a position to commit long-term, and I didn’t want to start from scratch with someone new only to end up right back where I started. Making the decision to wind down was incredibly difficult considering the potential in the company and after everything I had poured into growing this business—my passion, my dream, my “baby.” I sacrificed a lot, and although I considered selling, I’m grateful I didn’t. The process helped me rediscover what I truly love: creating natural body care and educating others.

Closing the store allowed me to transition into a role that feels far more aligned with my purpose. People can learn so much from my journey—the ups, the downs, and the reality of wearing every hat imaginable while building a business from the ground up. Over the years I was the researcher, the formulator, the soap maker, the body care maker, the DIY workshop teacher, the marketing director, the bookkeeper, the manager, the website designer, the delivery driver, the customer service specialist, and the cashier… all while being a mom of two beautiful girls, a wife to a hardworking supportive husband, and a member of a close-knit extended family. And on top of that, I still managed my side work—real estate investing, home renovations, and my husband’s bookkeeping. This next chapter, focused on teaching and sharing everything I’ve learned, is where I truly feel inspired again.

I hope to work together with you soon on your exciting journey!

Tara

Winding down G+F retail stores

Follow us on our education journey @greenandfrugal