Case Study – Jillian Elizabeth

Jillian Elizabeth previously ran a successful bridal hair and makeup artistry business for over 10 years. Although she loved the art she was so disheartened by the amount of waste in the hair and beauty industry. It was time for a change. Jillian has always been passionate about reducing waste and recycling and wanted to start a new business with these values. She struggled to find a place to shop in Dundee that sold plastic-free and eco alternatives so decided to open one herself. In July 2019, The Little Green Larder was born. The Little Green Larder sells loose whole foods, dried foods, snacks, sweets, fresh fruit and veg, bread and cleaning products all packaging free. Simply bring your own container to fill up. It also sells eco-friendly alternatives for day to day items helping the people of Dundee and its surrounding areas reduce waste and live a more sustainable life.

Jillian joined cohort 2 of The Circle Academy with the goal of improving the administrative side of her business. Through the programme, Jillian was able to gain a better understanding of the admin tasks and cash flow planning required for the future of The Little Green Larder. She was also able to develop how she communicates the messaging for the business.

"The Circle academy really helped me build my confidence and realise that the shop was a 'More Than Profit' business. It helped me put into words the message of the shop and how to get that across to our customers. I really enjoyed the academy and found all of the speakers so inspiring. The best part for me was hearing from others who were running successfully 'More Than Profit' businesses and learning from them."

Jillian Elizabeth. Owner of The Little Green Larder