We were lucky to catch up with Noah Sorin recently and have shared our conversation below.

Noah, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Growing up on an organic vegetable farm in northern Vermont, I always felt a strong connection to the natural world. I spent the majority of my childhood outside, engaging in activities like hiking, camping, fishing, and gardening, and these experiences gave me a deep sense of appreciation for nature. However, upon moving to Boston in 2020, I realized that the majority of children don’t have many opportunities to learn about the beauty and interconnectedness of all living things, which makes it much more challenging to develop values and behaviors that demonstrate the importance of environmental sustainability. It then became my mission to make learning about the beauty and importance of nature easy, fun, and accessible for all young children around the world. Idori stands for “I Dream of Real Impact,” because I believe that getting kids to love nature through fun and engaging books, toys, and experiences will truly change the world.

Noah, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Noah Sorin, founder of Idori, a startup born from a vision to inspire sustainable behaviors in young minds and make environmental education a cornerstone of early childhood education. My journey into this field is deeply personal and rooted in my own upbringing on an organic vegetable farm in northern Vermont. Surrounded by nature, my childhood was filled with hiking, camping, fishing, and gardening. These experiences ingrained in me a profound respect and love for nature and the environment.

However, after moving to Boston in 2020, I faced a stark realization: the majority of children lack the opportunities to connect with nature in meaningful ways. This disconnect makes it challenging to foster values and behaviors that highlight the importance of environmental sustainability. It became my mission to bridge this gap, ensuring that learning about the beauty and interconnectedness of the natural world is easy, fun, and accessible for children everywhere.

This mission led to the creation of Idori—symbolizing “I Dream of Real Impact.” Our goal is not just to educate but to ignite a passion for nature that will lead to real change. At Idori, we offer a range of educational storybooks, plush toys, hands-on activities, and online resources, all designed to make understanding the environment interactive and enjoyable for kids. Our first product for example, Benjy the Treehopper, is a combination of a huggable plush toy, a whimsical picture book, and a hands-on learning roadmap. This package is meant to align with the Waldorf 3H teaching methodology, engaging kids Hearts, Heads, and Hands to promote meaningful impact.

From imaginative storytelling that introduces complex environmental issues in an accessible way to hands-on activities that foster a connection to the planet, we strive to make sustainability an integral part of children’s lives from an early age.

My work as a preschool teacher at the Boston Outdoor Preschool Network has further fueled my dedication to this cause, reinforcing my belief in the power of emergent curriculum and nature-based learning. These experiences have shown me the importance of starting environmental education early, as children begin to develop habits, biases, and behaviors as early as 5 years old.

Idori is more than a brand; it’s a movement towards a greener, more sustainable future, starting with our youngest citizens. By integrating sustainability into the core of early childhood education, we aim to cultivate a generation that grows up with an innate understanding of their impact on the planet and the skills to live sustainably.

We’d love to hear about how you met your business partner.

The journey of Idori from a concept to a vibrant, mission-driven company is filled with stories of creativity, determination, and a bit of serendipity. A pivotal moment in this journey was when I set out to find someone who could breathe visual life into the characters and worlds I had envisioned in the Idori children’s books. I spent weeks speaking with friends trying to find an illustrator, but to no avail, Eventually, I decided to create a flyer that read, “Win $100: Submit a drawing of a sustainability-themed alien,” and strategically placed these calls to creativity all over BU’s campus (specifically in the building for the College of Fine Arts). Despite the flurry of challenges that ensued, including several stern emails from campus operations regarding the unauthorized posting of flyers, the universe had a plan. Among the five submissions received, one stood out with undeniable talent and vision, and her name was Shumita Littlefield. Shumita’s work not only captured the essence of what Idori stood for but also brought a level of artistry that was simply unmatched.

Recognizing the gem I had discovered, I awarded Shumita the $100 prize and invited her for a coffee, eager to share the depth and breadth of my vision for Idori. As we sat down and I unfolded the dream of making environmental education an engaging and fundamental part of early childhood learning, her eyes lit up with the same passion that fueled my mission. It was in that moment that I knew I had found more than an illustrator; I had found a partner who shared my dedication to making a real impact. Shumita was captivated by the goal of getting kids to fall in love with nature through our books, toys, and experiences. She eagerly agreed to come on board, stepping into the role of my business partner and head of creative design and illustration. This meeting of minds marked the beginning of a powerful collaboration, setting Idori on its path to change the world, one child, one book, one story at a time.

We’d love to hear about how you keep in touch with clients.

Keeping in touch with our clients and fostering brand loyalty at Idori centers around deeply engaging with the communities we aim to serve—parents, children, and educators passionate about integrating sustainability into early childhood education. My transition from attending business networking events to working directly in an outdoor preschool was a pivotal shift towards understanding and connecting with our core audience. This direct engagement has been instrumental in shaping our approach to community and customer relationships.

By immersing myself in the daily activities and curriculum of the preschool, I’ve been able to interact firsthand with the kids and their parents, gaining invaluable insights into their perspectives on environmental education. This interaction has allowed Idori to tailor our products and services to meet the specific needs and preferences of our clients, ensuring that we’re not just another brand, but a valued part of their educational journey.

Furthermore, we extend our reach and maintain continuous engagement through various channels. Our blog serves as a platform to share valuable content related to sustainability and early childhood education, offering tips, insights, and updates that resonate with our community. We also highlight sustainable brands on our website, fostering a broader ecosystem of eco-conscious living that our clients can trust and rely on.

In addition to online engagement, we actively seek partnerships with organizations such as Boston Public Schools and Project Green Schools to expand our impact. These collaborations not only increase our visibility but also validate our commitment to making sustainability a fundamental part of early learning.

By prioritizing direct feedback, continuously expanding our community through meaningful partnerships, and providing valuable online content, Idori maintains a strong connection with our clients. This approach has not only fostered brand loyalty but also reinforced our mission to make learning about the environment fun, accessible, and impactful for all young children.

Contact Info:

• Website: https://idori.com/
• Instagram: https://www.instagram.com/idorians/
• Facebook: https://www.facebook.com/theidorians/
• Linkedin: https://www.linkedin.com/company/idori/