Interview With Under the Canopy Founder & President Marci Zaroff
What's new
Girls
Tipsy Turkey
Mon, Oct 27 2008
Work
Play
Fanny Wang Custom
Colors Headphones
Entertainment
Technology
Peanut Butter Lover’s
Month
Tweet
Sports
It’s Official: Demi Moore to
Divorce Ashton Kutcher
Health
Subscribe
Trendy Beer Cocktails
Welcome to Nuclear
Winter, NBA Fans
Previous Post | Next Post Interview With Under the Canopy Founder &
President Marci Zaroff
1120 days agoby Kristen King | Leave a comment | Share a Tip
(www.bizchicksrule.com) — Who says "environmentally friendly" and "fashionable" can’t go hand in hand? Not Marci
Zaroff, founder and president of green clothing line Under the Canopy. She shares the ins and outs of being an ecoresponsible fashionista in the following interview.
Kristen, Biz Chicks Rule: Tell me about Under the Canopy and your products. When was the
company founded? How long did it take you to get rolling?
Marci Zaroff, Under the Canopy: I founded lifestyle
marci zaroff under the canopy
brand "Under the Canopy" in 1996 with a mission to fuse style
and sustainability, while transforming the fashion industry.
The goal was to design, manufacture and market apparel and
home products that would offer consumers what they love
and seek – modern style, quality, fit, color, hand, accessibility
and affordability – while giving them a way to make a
difference to human health, the environment and future
generations. I coined and trademarked the term
"ECOfashion®", and pioneered this market, which has taken
over a decade to truly manifest. Today, Under the Canopy is
the leading lifestyle brand in the rapidly growing
"ECOfashion®" industry.
Buy your happiness
for free!
We will tell you which penny stocks
can rise up to 2100%, for… Free Stock Report
Earn 1,000% On The Next Internet
Boom. 57-Year-Old Mom
Looks 25
Boca Raton: Local Mom Exposes
an Anti-Aging Miracle. Her $5
Trick… Most Viewed
Picture: Kristen Stewart Naked in “On the Road”
It’s Official: Demi Moore to Divorce Ashton Kutcher
HTC Inspire 4G Review – iPhone Killer?
Pictures: Nicki Minaj Nipple Slip Pics
Comments And Spammers
Kristen: What prompted you to start the company?
Marci Zaroff: I had spent over a decade in the natural/organic food and beauty industries and recognized that there
was a "missing" link in the wellness equation. One could not support organic food without organic fiber because of their
interconnectedness in agriculture. As I learned more about the magnitude and multitude of toxic pesticides and
chemicals being used on the conventional cotton industry and the horrific impact that textiles were making on human
health and the planet, I realized that this industry needed attention. The consumer who was embracing organic/natural
foods was already beginning to ask, "what’s next?", "what else?" The name "Under the Canopy" was derived from the
fact that we all live "under the canopy" of the planet’s ecosystem together and that man and nature are a reflection of
each other. Over 50% of the life on the planet lives "under the canopy" of the planet’s rainforests and in Native
American philosophy, we need to protect the "canopy", or ozone layer, to protect life and future generations. Under the
http://everyjoe.com/work/interview-with-under-the-canopy-founder-president-marci-zaroff-386/[11/21/2011 3:44:35 PM]
Sexiest, Sluttiest Disney Princesses
Picture: Taylor Swift Topless Picture Leaked?
Walmart Black Friday Ads Leaked
Notorious B.I.G. Wax Figure Unveiled
Chick of the Day: Emily Scott
Interview With Under the Canopy Founder & President Marci Zaroff
Canopy would address both value and values. In marrying ecology and fashion (ECOfashion®) into one modern and
cutting-edge lifestyle brand, we would drive the market from hippie to hip and would shift the question from "why would
I buy organic/sustainable fiber fashion?" to "why wouldn’t I?"
Kristen: How was it starting up a new company on your own? Did you have a lot of prior
business experience? What kind of help did you receive along the way?
Marci Zaroff: It has not been an easy journey establishing a new company AND a brand new concept
(ECOfashion®), but as an entrepreneur, visionary and passionate consumer of an organic/eco-friendly lifestyle, I never
doubted that one day, the idea would hit big. In 1989, I received a business degree from UC Berkeley’s Haas Business
School and moved to Manhattan, where I started a health and environmental educational center (known today as "The
Institute for Integrative Nutrition), the largest holistic health school in the world. The school had an AVEDA spa, a small
retail store, an organic café and a national magazine as well. In 1995, soon after giving birth to my first child, I had
conceived of the concept of ECOfashion®, and with the financial help of friends and family, I sold the Institute to my
partner and launched Under the Canopy. Friends and colleagues, who were pioneers of the natural food and beauty
worlds where I had come from, lent their mentoring and/or financial support – people like Jim Sud (Whole Foods
Market), Horst Rechelbacher (AVEDA), Mark Retzloff (Horizon Organic Dairy) and Anthony Rodale (The Rodale
Institute), among others.
Kristen: At the moment, being green is hot but the economy is NOT. Are you seeing any
changes in your business as a result?
Marci Zaroff: We are fortunately seeing a positive surge in our business. Consumers are looking for reasons why
NOT to buy, yet when they find products that meet all of their needs AND give them a way to "make a difference" in the
world, while being a part of the "green" movement, suddenly they feel they have a reason to buy. We do not take
anything away from the consumer; on the contrary, we offer more. In fact, studies have shown that 2/3 of consumers
feel that they can have a bigger impact on the environment through their purchasing dollars than through their vote. As
a truly AUTHENTIC brand, our products offer both consumers and retailers something new, fresh, timely, responsible,
relevant and important.
Kristen: What’s a typical day like for you? How do you balance being a mom and running a
national company with international presence?
marci zaroff under the canopy
Marci Zaroff: I wake up early to make breakfast and lunch for my two
kids, Jade (age 13) and Mason (age 10). After driving them to school, I
head to my office and work a full day. I pick my son up (my daughter gets a
ride home) and we do homework or projects, have dinner and spend time
catching up from our days. Like many moms, I carpool my kids to their
evening activities, which includes theater classes and tennis. I often work
for a few more hours once the kids go to sleep, unless there are parentteacher conferences or special events like "South Florida Green Drinks", a
green networking group I co-founded in my local community. As a divorced
mom, my kids spend about 1/3 of their time with their dad, who is a
wonderful father. During that time, I am on the road traveling, meeting with
customers, media, strategic partners, attending events and speaking at
conferences. Now that my children are getting older, I have even taken
them to a few of the green conferences that I knew they’d enjoy. I always
engage them in my experiences and explain what I am doing when I travel
so that they can understand what my work and mission are about. My
children are my inspiration, and in turn, I want to role model the importance
of following your heart and dreams, while "giving back to the world."
Kristen: What do you know now that you wish you’d known when you started? What kind of
mistakes did you make and how did you move forward?
Marci Zaroff: I try not to look back as every experience is a stepping stone in the journey. Sometimes what we
desire is not always achievable initially, so sometimes we need to make compromises to reach our final goals. In my
case, I gave up certain controls earlier than I would have liked. I chose executives and/or partners who I was not as
aligned with as I had thought or hoped. Having said that, in hindsight, the advice I would give is to surround yourself
with the best people you can find, who share your vision and values, and always do LOTS of due diligence. Do not
rush into hires, financings or customer relationships; always keep the long-term in mind; and get good legal
representation to help guide you in your strategic and financial decisions. It may be cliché, but "what doesn’t kill you
makes you stronger." Persistence, passion and tenacity are keys to success. Failures and challenges are part of
growth, and remember, anything sustainable takes time to build.
Kristen: What advice do you have for other women, and especially young moms, who want to do
their own thing?
Marci Zaroff: If a woman has a calling and/or desire to pursue her own work, I am a very big believer in going for it.
It is not always easy to juggle motherhood and a career, but it is definitely doable. Firstly, surround oneself with as
much support as possible – a great nanny, parents/grandparents, siblings and/or friends; Engage your children in what
you do as much as possible so that they don’t feel threatened by your work, as it takes you away from them; Make sure
http://everyjoe.com/work/interview-with-under-the-canopy-founder-president-marci-zaroff-386/[11/21/2011 3:44:35 PM]
Featured Video
Interview With Under the Canopy Founder & President Marci Zaroff
you have your priorities straight! Work over children should be the rare exception, NOT the norm (your child’s school
play should take precedence over most work-related responsibilities, so manage your time and commitments carefully);
And finally, find balance in your life and make time for yourself in situations that are not child OR work-related – it will
make you a better mother and more effective in your work. Perhaps going to the gym, a yoga class or spa, or dinner
with a girlfriend will help to keep you mentally and physically grounded and nurtured. Be willing, if possible, to let go of
the things and/or people in your life who are weighing you down, negative and or high maintenance. CHOOSE to stay
positive, to see challenges as opportunities and to be productive with your time and energy. As Kahlil Gibran says
"Work is love made visible", so if you love your work, it is not work, it is love. And there is no such thing as too much
love in one’s life.
Kristen: What is your favorite article of green fashion (clothing, accessories, whatever!)? Any
chance I can get a picture of you in it?
Marci Zaroff: That’s a tough question as I love so many of the Under the Canopy organic fashion items that we have
produced through the years! (See photos.)
Kristen: Is there anything you thought I’d ask you and you’re surprised I didn’t? What was it,
and how would you have answered?
Marci Zaroff: My ultimate mission? To revolutionize fashion and other lifestyle products, make the alternative the
norm, drive progress and innovation with a foundation in collective consciousness, empower and inspire women and
the next generation, and to make the world a better place for my children and all living species.
Learn more about Marci and her earth-friendly fashions at Under the Canopy.
Contents © Copyright 2008 Kristen King
(images courtesy of Marci Zaroff)
Tags: womens business blog, biz chicks rule, kristen king, marci zaroff, under the canopy, eco-friendly, green, environmentally friendly,
fashion, design, clothes
Sponsored Links
The Next Internet Boom
Stock Investment with 1,000% Potential Gains.
www.smauthority.com
Win Prizes For Your Kitchen!
Enter for a chance to win perfectly paired prizes for your kitchen from NEW Glad® To Go.
www.facebook.com/glad
LifeLock® Official Site
Learn More About the New Ultimate Protection Plan from LifeLock.
LifeLock.com
Buy a link here Kim Kardashian
Getting Divorced,
Still Hot
50 Best Celebrity
Bikinis
50 Most Hated
Soccer Players
(InStyle)
(Bleacher Report)
(MadeMan)
Models Weigh In
On Their Favorite
Party Looks
(Vogue)
Kate Middleton
Shows Her Big
Heart After Pippa's
Nasty Breakup
(The Stir By
CafeMom)
[?]
Around The Web
Loading...
Share This Post:
Tweet
http://everyjoe.com/work/interview-with-under-the-canopy-founder-president-marci-zaroff-386/[11/21/2011 3:44:35 PM]
Video: Beavis and Butthead 2011 First Episode
Interview With Under the Canopy Founder & President Marci Zaroff
Related Topics:
Work BCR Leading Ladies
Post a Comment
Your Name (required):
Your Email (required but will not be published):
Your Comment:
Post Comment
Notify me of follow-up comments via e-mail
About
Advertise
Sitemap
Editorial Team
Contact
Privacy Policy
Terms of Use
http://everyjoe.com/work/interview-with-under-the-canopy-founder-president-marci-zaroff-386/[11/21/2011 3:44:35 PM]
B5Media Lifestyle Network