We were lucky to catch up with Hannah Jane Dantzscher recently and have shared our conversation below.
Alright, Hannah Jane thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
Wake Refill’s mission is to promote the mutual flourishing of all people and the planet through innovative, compassionate and waste-free thinking. On the surface, Wake Refill’s purpose is to reduce single-use trash by offering everyday essentials in a more sustainable format. For example, we provide an option for consumers to use containers they already own and refill them with everyday basics like laundry detergent, dish soap, sunscreen, shampoo and conditioner—items you’d normally throw out the packaging for after use. In a broader sense our mission is to encourage our neighbors to embrace an abundance mindset that honors the resources we utilize and the people we share them with. Our mission is both humanitarian and environmental because the two are intertwined. From a young age I have always been inspired by the natural world, especially the ocean and salt water marshes of Charleston where I grew up. My favorite thing to do as a kid was explore the marsh looking for crabs, snakes, lizards and other critters. As I got older I spent my free time sailing a small sunfish sailboat and exploring the barrier islands where I would pick up trash while I enjoyed the peaceful environment. In college, I focused my studies on more humanitarian issues, primarily focusing on human rights abuses in Latin America. I thought that I would go into social work or immigration law after University but a part of the studies that really stuck with me was how the supply chains of the American consumption habits impact other nations both in the unethical production practices and in where our waste ends up, shipped to other nations to pollute their waterways and environment. In the US, we are so disconnected from where our products come from and go to when we throw them “away” that we rarely consider the impact our habits can have. Inspired by the idea that everything we do creates a Wake, I started Wake Refill to encourage others to consider how our daily habits can make a positive impact for people and the planet.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Wake Refill is Charleston’s zero-waste refill store. The zero-waste movement has been growing over the last 10 years as people have begun to realize what an inefficient solution recycling is to plastic-waste. We were inspired to bring a zero-waste store to Charleston after working for The Good Fill, founded by Megan Gill in Nashville, TN. Zero-waste stores exist to give a collective resource to individuals who want to reduce their household demand for single-use plastic by providing refillable or compostable alternatives to daily essentials that are regularly thrown away. They are becoming increasingly popular, most major cities in the US have one by now which is fantastic. Zero-waste stores set themselves apart from other sustainability based businesses because they are inherently local. Customers come to shop in person rather than ordering online so that they can bring their own containers from home to fill up. Our desire is for Wake to be a place where we can gather with our neighbors to cultivate ideas and inspiration. In the age of online shopping and self-checkouts, what society gains in “convenience” it can lack in connection. There is growing evidence that when we regularly connect with those outside of our immediate circles our society is less polarized and our culture is less prone to isolation and depression. We hold a deep conviction that locally-owned, small businesses are a fundamental part of a fulfilled society because of the connection and expertise they can offer, especially in providing information about the sustainability of their particular products and supply chains and ways to get involved within your own community.
We are particularly proud of Wake’s ability to maintain positive messaging. Often times, talking about sustainability and environmental care can feel really dismal. It is important to us that we approach the topic with hope and encouragement instead. You will never hear us tell our customers to “minimize their impact”; it isn’t inspiring to be told to “be” or “do” less. You also won’t see us using fear-based marketing tactics; constant doom-scrolling makes people feel insignificant and paralyzes positive change. We want to see our neighbors living FULL lives in which they maximize their positive wake. We are committed do doing our part to provide them with the connections and resources to do so both through the products that we offer and the education and community engagement that is central to the brand identity of Wake Refill.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
The best advice I ever received from my mentor was that “all things are recoverable”. As someone who has always struggled with anxiety and perfectionism, the risk that comes with starting a business from scratch is not something I take lightly at all. Starting out, I found myself paralyzed in taking the next steps with my business for fear of it not being the perfect move. This meant that growth remained stagnant and it took a long time for us to get projects rolling. Even in little things, like making new professional connections, I would obsess over any awkward encounters I may have and over how I may have been perceived in that moment. I think this a challenge that is not uncommon among professional women in all fields. The book, “Brave Not Perfect” by Reshma Saujani explores this notion further. The lesson of perfectionism is still something I am trying to unlearn.
The advice of my mentor along with her example of resilience and adaptability when things did not go according to plan within her own business has given me the bravery to grow my business in ways that I would not happen if I continued to be paralyzed by fear. Rather than focusing energy into the hypotheticals of what could go wrong, I am able to move forward with confidence in my ability to adapt to and recover situations. This advice applies to how I interact with others to our financial planning to the environmental practices my personal life.
I don’t actually love the term “zero-waste” because I think embodies an unrealistic standard. In 2019 the world was inundated with zero-waste influencers who could fit their yearly trash into a mason jar. While this is a nice sentiment, it is not a realistic option for most people with the current options we have available to us. Everyone needs to eat and the reality is that most of the food available in the United States comes in plastic! The pressure to be a perfect face for environmentalism in my community or perfectly zero-waste is also something I am trying to let go of. After all, we are not asking our audience to be perfect; we are asking them to do what they can because all positive action matters even if it is not perfect. When we shift our focus from fretting over what we are not accomplishing, we have more energy to invest in doing better. Being proud of what we have accomplished as a business and in our personal lives gives us and hopefully our community inspiration to continue to innovate and believe in a better future for all people and the planet.
How do you keep in touch with clients and foster brand loyalty?
Wake Refills marketing strategy is built on community engagement. Our team regularly participates in community beach clean ups, native planting events and community festivals that center around our values. We work closely with environmental non-profits in our area and support their work by donating 1% of every sale to their cause. Not only does this demonstrates to our customers that we are serious about our values, willing to invest our company time and money, it also gives us the chance to engage with many of them face-to-face. This is a win-win for us because engaging with our customers and the environment in Charleston is our favorite thing to do. It builds our community and gives us joy. The brand loyalty associated is a happy bonus.
Contact Info:
- Website: wakerefill.com
- Instagram: @wakerefill