Startup Story

Ellen Tshidi Cooper is the Founder and CEO of Conscious Lifestyle Collective, a South African, eco-friendly marketplace connecting conscious sellers and conscious shoppers. She is a social entrepreneur at heart, her business is more than just about making a profit but takes care of people and the planet. She holds an Honours Degree in business and also works as a Branding and Website Designer for startups and small businesses through her design studio ellecooper.co.

LoA spoke to Ellen Tshidi Cooper to learn more about her mission and vision for supporting her fellow entrepreneurs.

What does your company do?

We are an eco-friendly marketplace dedicated to startups and small businesses helping them create their own online shop under our website for free. We market, sell, promote, and support our vendors through our e-commerce, social media, blogs, and newsletters. We create educational and engaging content on eco-friendly ways of living for our online community.

“Having taken the experience acquired from my non-profit; the skills gained from my Business Degree; and the awareness of how my everyday decisions impact the environment, it inspired me to form my business with the 3 pillars of sustainability - PEOPLE, PLANET, PROFIT.”

What inspired you to start your company?

Before founding my business, I had formed and operated a non-profit organization for 3 years, I then took a sabbatical for a year. This gave me the time and introspection I needed to revaluate our efforts and form a new strategy. During this time my family and I had also embarked on a sustainable way of living, I had learned about a ZERO WASTE lifestyle and sustainability through books and University. Having taken the experience acquired from my non-profit; the skills gained from my Business Degree; and the awareness of how my everyday decisions impact the environment, it inspired me to form my business with the 3 pillars of sustainability - PEOPLE, PLANET, PROFIT.

Why should anyone use your service or product?

It's more than just about making a Profit. It's about caring and knowing who makes the products we consume, whether those people work in safe environments and paid fair wages. It's about taking care of the planet that gives us so much and ensuring we don't continue to damage it. It's about growing a community that cares about people and the planet.

“We create educational and engaging content on eco-friendly ways of living for our online community.”

Tell us a little about your team

I am lucky to have a team of 2 dedicated individuals, without them I wouldn't have gotten this far. Lelo, who is our copy-writer, is mainly focused on writing our weekly blogs and newsletters, covering topics around conscious beauty, fashion, home decor, and lifestyle. Mosa does our PR, media communication, and vendor relationship. I (Ellen) manage our e-commerce, social media content creation, and sales. My other unofficial team member is my husband who is my biggest support.

Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?

The first business I ever attempted was in 2012, it was a fashion business called 'Walk Tall Boutique.’ As a tall woman and former model I always struggled with finding clothes that fit me properly. I saw a gap in the market and started to build on this idea. At the time I was also an air-hostess and a university student living in Dubai. It was tough to keep it going and manage it when I spent the majority of the time in the air or in another time zone. Although my first business wasn't a success due to the timing of it all, I decided to focus on my Business Degree whilst working as an air hostess, this gave me the foundation and skills I needed. Prior to this, I had completed an internship in the Technology, Programming sector.

“In the future, I would like to invest more in technology, form collaborations that would help us provide tools and resources to make it easier for businesses to build with the environment in mind.”

What are your future plans and aspirations for your company?

Our immediate plans are to finish writing and publishing a book around the subject of the environment. We believe education is the first and essential step one needs in order to broaden their minds and form new habits. In the future, I would like to invest more in technology, form collaborations that would help us provide tools and resources to make it easier for businesses to build with the environment in mind and for consumers to access eco-friendly products at affordable prices.

What gives you the most satisfaction being an entrepreneur?

Knowing I've given everything I do my best shot, no matter how hard it is.

What's the biggest piece of advice you can give to other women looking to start-up?

It doesn't get easier whether you start now or later. So, the best thing to do is really JUST start! You will learn better on the job, perfect and improve as you go along.

Contact or follow Conscious Lifestyle Collective

Why LoA loves it…

There is always something inspirational about seeing women entrepreneurs who are passionate about the environment we live in and who want to see all of us become more sustainable in the way we live our lives. For Ellen Tshidi Cooper, helping people to live more sustainably conscious lifestyles, and supporting entrepreneurs who are building their own sustainable businesses, is what drives her entrepreneurial journey and her business. We need more eco-conscious entrepreneurs like her in the world. — Melanie Hawken, founder & ceo, Lionesses of Africa