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Paul Donald, founder of Branch, shares the latest in earth-friendly home designs.

Q: Where did you get the idea for starting an eco-conscious online store?
A: I once read a book called Cradle to Cradle, by William McDonough and Michael Braungart, which emphasized a designer’s responsibility for creating products that can be broken down into useful materials. It had a tremendous impact on my sense of social responsibility. The concept for Branch grew from there, and the fact that it is an online retailer makes it even more eco and accessible.

Q: How do you find such a variety of wares, and what standards do you set for them?
A: We’re constantly looking for new products that fit our strict design and sustainability standards. From an aesthetic standpoint, we simply don’t believe that products need to look eco-friendly to actually be green. For example, we have a fun line of handmade bamboo bowls—colored with a natural lacquer derived from cashew trees—which come in nine colors and look great on any table.

On the sustainability side, we are even more demanding: Merchandise must be made from organically grown fibers, recycled or reclaimed stock or from a naturally occurring, renewable source. Materials we look for include cork, wool, wool felt, organic fabrics and, of course, bamboo. In addition, we look at how the product is manufactured, what packaging materials and dyes are used, how much energy is expended and if the workers were paid a fair wage and have healthy working conditions. We don’t want consumers to blindly make purchases but rather to ask these kinds of questions and be responsible for making positive changes in the environment.

Q: Any designers or products that you are particularly excited about?
A: There are many designers entering this realm, some entirely new to the field and others who have been around for years. Galya Rosenfeld, for instance, produces a stunning line of pillows that are entirely handmade of reclaimed ultrasuede strips (which are actually scraps from the upholstery industry). Another favorite, Esque, uses recycled glass stock that is processed in an electric furnace powered by wind energy.

Q: What do you offer for brides who want to make a positive impact on the environment?
A: We are thrilled to feature an online registry that offers distinct, beautiful and sustainable items that can’t be found in conventional stores. In the future, whenever you shop, ask these questions: How is this product made? Is it sustainable? Biodegradable? Where is it imported from? When consumers start demanding products that are more thoughtfully made, that will make the biggest impact on our future.

Paul's Top Picks

Recycled glass pitchers by Esque	Organic bamboo bowls by Bambu	Glacier pillow by Galya Rosenfeld

Photography: (Still life) courtesy of branch.