fernseed

Fernseed is no longer at 3436 Dimond Avenue. We will accept drop-offs, but unfortunately, due to space constraint, I will need to pre-approve drop-off. Please do not hestitate to call me or email. The number and email address are listed under the link contact us.

One of my goals last year, in addition to a storefront, was to launch Open House Shopping Events, but I lacked time and energy because the shop took so much from me. Destiny has a funny way of making us do what we want, huh? Time for me to launch Part II of Fernseed's concept and plan.

The first event will be soon. I hope for July 17-18, but there has been too much to do closing up the shop. Please check this website for status of event.

Many thanks to my loyal and new customers. You have been, and continue to be, great inspirations.

From an article I just read...

"The economic opportunities in this new green revolution are astounding. Consider the $3.4 billion from venture capitalists invested in clean technology last year, funding research in next-generation renewable energy. New research and development in clean technologies will introduce an incredible number of environmentally friendly products to a market that is virtually endless, as people gradually swap out older products for newer, more efficient ones—and even begin generating power at home."

Yesterday, I was just speaking to my friend, JoeJoe, regarding my philosophy on the current 'green' thinking, and what has been left out. As a society, we focus so much on reactive actions for a cleaner planet. $3.4 billion invested in start-up companies to build [new] cleaner production plants, manufacture [new] energy-efficient cars, create [renewable] energy via solar power, or invent [new] living matter to eat landfill. Etc. Etc.

For me, it's so much more simple. I believe in a much more proactive approach. Do something about the problem before it becomes a bigger problem. Kinda like the penalty box in hockey or that lovely time-out corner. Reuse prevents environmental damage. Give Mother Nature a little break so she can clean up after us.

How about we dramatically reduce landfill build-up by reducing demand for new materials? How about less chopping and mining because we reinvent function and style to make old products better than new? How about eliminating dependency on foreign resources, but instead, foster local demand and supply by supporting small businesses. How about encouraging individuals to buy and sell locally? How about nurturing human [creative] energy to fuel our desires for consumption, instead of fueling demand for newly manufactured [eco-friendly] goods that still require operations that puts stress on our environment, such as harvesting new raw materials, water and energy usage, and waste production? Etc. Etc.

If a million stores like Fernseed can thrive, imagine the possibilities? More than a million U.S. jobs are created instantly. Landfill build-up comes to a screeching halt. Pollution from fuel use reduces dramatically. Americans are happy people because they have creative jobs, that can be profitable AND environmentally-sensitive.

Invest a bit more in people, and creative ideas that require the use of hands and hearts.

My hope is to build a new business model that is so profitable that it triggers another million entrepreneurs to open shops with the same mission. In my opinion, it should be more-than-okay to prosper and create prosperity as well.

Imagine how this idea at a larger scale could impact our culture and society.

Every once in a while, I actually pull off a cohesive "collection" - very difficult to do when you are working with salvaged trash for the most part. This is a collection moving into Fall. Charcoal is the color we like. Okay, the truth is, we reclaimed lots of Charcoal stain so I had to use it (I laugh)... A few more items will be added to this collection, then I move on to Ivory - that means reclaimed white latex paint in the gallons and gallons...

Things discarded and unwanted become new again, with imagination, a fresh coat of paint and some good, old-fashioned, blue-collar elbow-grease. Yes, we take trash and make them into treasures...

Quoth Shakespeare's Henry IV,"We have the receipt of fern-seed, we walk invisible." (act iv. 4)

When you walk through our doors, I try to greet you with, "Welcome to my Landfill!" People do not realize that I literally salvage trash and work hard to make what we call junk into valuable 'things.' The quote is of significance... If we reuse, we do not cut trees, we do not mine for minerals, and we do not create waste product. As a matter of fact, we do the opposite. We consume invisibly.

We are anti carbon-footprint. We are about being invisible with how we consume... At least to Mother Nature. And to U.S.A. economy. Therefore, buying from us, you consume invisibly. That also means, "walk invisible." We do very little or no harm. As a matter of fact, we try to reverse the harm done and being done.

We are beyond eco-friendly. We are eco-conscientious. Welcome to my design + inventions workshop (also a retail boutique). If you understand what we are about, then you will love us.

I opened Fernseed in August, 2009, based on an eco-friendly idea that maybe we can create stylish, upscale products from things unwanted or landfill-destined.

It is now an obsession - reclaim, retain, reinvent, reuse, redesign, repurpose, re[everything]... There isn't really one word to describe this production process. I mostly call it 'refab', but sometimes I call it refab[ulous] reclamation, fab refab, or after a so-so creative day, refab-redo.

Honestly, I simply believe we should invest little money in new raw materials. Instead, we should focus more on investing in people - create more jobs locally. That's basically our business model.

I'm super psyched about Fernseed, and I'm incredibly happy the customers who find us are totally psyched about our concept as well.

Prior to Fernseed, I was a consultant for Web 2.0 companies focused on social shopping and specialty merchandising. I was interim CMO for ThisNext.com for six months.

Prior to ThisNext, I held a position at RedEnvelope as Executive Vice President of Merchandising, Design and Creative Services. During my eight years at RedEnvelope, I launched and managed many, many departments, including merchandising, product design, international sourcing, planning, print creative, digital creative and production, web management, and corporate sales.

My career has consisted of 100% retail, which included positions at Williams-Sonoma, Macy's West, the Gap, The Nature Company and Sony.

History via Press:

San Francisco Chronicle
East Bay Express
SFExaminer.com
The Oakland Tribune
SFSU Alumni Magazine
New York Times article by Dan Brekke

We mix the new-old with the old-new. That's what is different and special about Fernseed.

Fernseed is located in the Dimond District of Oakland, California.

An accomplishment, indeed. My costume jacket dress made from a torn rain poncho and a hat turned orange to match.

Photo by Spench

We know what you're thinking: "Fern-seed? Everyone knows ferns have spores, not seeds!"

Aah, everyone NOW knows that. But at one time, nobody knew how ferns reproduced, and their invisible, ineffable, mythical seeds were thought to give the bearer mystical powers.

Quoth Shakespeare's Henry IV,"We have the receipt of fern-seed, we walk invisible." (act iv. 4)

Contrast that with modern culture: we have been anything but invisible in all we do! We chose the name fernseed because we aspire to produce a less visible footprint in commerce and consumption. However, we wish to be more visible to the world our journey.

Please feel free to Yelp about Fernseed when you have the chance. We appreciate your kindness.