Episode 72: The Business of Ethical Home Goods

This episode of Marketing Moves features Jordan Bigelow and Julian Azyman, co-founders of YaYa & Co, a sustainable home decor brand making waves with small-batch products and ethical sourcing. The duo shares how co-founder Candy launched YaYa & Co to disrupt fast furniture with community-driven craftsmanship and a mission rooted in social impact. The conversation covers how YaYa & Co markets to values-driven Gen Z shoppers, collaborates directly with artisans, and creates content that reflects their handmade ethos. Plus, they offer a behind-the-scenes look at growing the business, expanding product lines, and building out their new headquarters—all while staying true to their core values.

Co-founded by Jordan Bigelow, Julian Azyman, and Candy Mashmoor, YaYa & Co was born out of a desire to challenge the unsustainable practices of fast home decor and fashion. The company focuses on using organic materials like cotton, linen, and wool while ensuring that every product is made ethically. This approach not only reduces the carbon footprint but also promotes fair labor practices. YaYa & Co's commitment extends to community investment, making them a leader in corporate social responsibility within the home decor industry.

Operating as a bootstrapped company, YaYa & Co has faced challenges in gaining market traction. However, their unique designs, particularly in vibrant pillows, have set them apart. While the brand's sustainability mission is central, it is the visual appeal of their products that initially captures consumer interest. This strategy highlights the importance of integrating eco-friendly practices with compelling product design to attract a broader audience.

YaYa & Co's journey took an exciting turn when interior designer Dani Klarić organically endorsed their products on TikTok. This endorsement, which garnered over a million views, exemplifies the power of authentic influencer partnerships. It demonstrates how genuine connections can lead to increased visibility and sales, even without a substantial marketing budget. This case study serves as a lesson in ethical consumption and the impact of sustainable fashion and decor in the digital age.

Looking ahead, YaYa & Co plans to expand its product line to include bath products such as bath mats and towels. This move aligns with its commitment to resource efficiency and sustainable development. By continuously innovating and introducing new categories, YaYa & Co aims to maintain its ecological balance and promote environmental stewardship in home decor.

Cleveland serves as a strategic base for YaYa & Co, offering advantages in logistics and a supportive community for sustainable urban planning. The city's access to affordable industrial real estate and a vibrant urban environment makes it an ideal location for companies committed to clean energy solutions and green building practices.

YaYa & Co exemplifies how businesses can thrive by embracing sustainable practices and ethical consumption. Their journey offers valuable insights for companies looking to make a positive impact while navigating the complexities of the modern marketplace. As the global sustainable home decor market is set to grow, YaYa & Co's innovative approach positions it as a leader in the industry, inspiring others to prioritize sustainability without compromising on design and quality.