Fair + Square

Fair + Square

Alex J. Alex J.
3 minute read

Fair + Square started out as a hobby, I loved the process of creating something that had a practical use, and that wasn't filled with unnecessary chemicals and fragrances.  It never occurred to me that it would turn into a business, so the growth has been a slow organic process. I have learned everything I know about business by listening to podcasts (especially How I Built This with Guy Raz, I absolutely recommend this) and talking to other entrepreneurs, especially those with purpose-driven brands. Currently, I sell direct to customers through my Shopify website and wholesale to about 170 stores throughout NZ, and one store in Japan. 


As a woman in business, I think we have this pressure to do everything ourselves to prove something, but it ends up holding back your business, creating an unhealthy environment for yourself and your family.  One of the best pieces of advice I got was ‘put aces in their places’, and it was when I brought in a designer to create a solid brand identity and conscious packaging that the business really took off. Being vulnerable and asking for help is hard, but it's the only way forward.  I quickly learnt that success in your business is a team effort, and if you can surround yourself with the best people your chances of making it work are much higher.


Balancing a business and a family is one of the most challenging parts.  It can be a straight-up struggle.  There is a lot of guilt around how you split your time, and you really just need to do the best you can. Spending quality time with the kids is super important, and this can be near impossible in the daily hussle if you don't have help.  Being fully present with them in their world, and then letting them get involved in your world where they can is helpful.  


At Fair + Square, I try to focus on keeping it simple, identifying the essentials, and eliminating the rest.  Stripping it all back to basics has really helped me stay in my lane and focus on creating the best product for my niche customer.  I want to provide options for sustainably-minded people who demand a high-quality product without compromising the environment. Success to me is doing something that I love, that doesn't feel like work, as well as being able to support both my family and people within our small rural community.

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