Phoebe Conner is the owner of Sage Folk, a plastic-free and low-waste online shop which has also popped up on Norwich Market this month. Here, Phoebe shares the story behind the stall
Who are you and what do you do?
I’m Phoebe, an avid gardener, allotment plot holder and the owner of Sage Folk, a small business selling plastic-free and low-waste products. I’ve predominantly been selling online but have just launched my first-ever pop-up shop on Norwich Market.
When did you first have the idea for Sage Folk and what is the thinking behind it?
Sage Folk came about in 2018-2019. At that time, there was a growing awareness of plastic pollution and microplastics. I’d been doing a lot of research on reducing my own plastic consumption and felt passionate about sharing the fantastic small businesses I was discovering.
The name Sage Folk relates to making ‘wise’ choices (and is a nod to my home county of Norfolk).
What were you doing before (or what do you do alongside)?
Before launching Sage Folk, I worked in SEO (search engine optimisation) at a Norwich-based digital marketing agency. I went self-employed in 2021 and now run Sage Folk alongside being a freelance SEO and Content Specialist.
How would you describe the range of products? Any local ones?
I sell plastic-free and low-waste alternatives to everyday products like shampoo, conditioner, skincare etc. They’re all sourced from small UK businesses, and many are handmade. I’ve also developed a niche for plastic-free curly hair products — having naturally curly hair myself and doing a lot of research to find more sustainable alternatives to mainstream brands.
I’ve just started stocking cute notebooks and cards by a local stationery designer, ilikepens Studio. They’re available at my pop-up stall on Norwich Market and will be added to my website soon.
How important is it to you to live a plastic-free, low-waste life as possible?
It’s really important to me, and I always try to purchase as consciously as possible. I love small, independent businesses. I think they’re inherently a more ethical and sustainable choice than bigger corporations and brands, so I try to shop small where I can.
Where can people find the products? And how is the pop-up on Norwich Market going?
I sell my products on my website, sagefolk.co.uk I’m also hosting a pop-up stall on Norwich Market until 21st July. You can find me on stall 13 (opposite Brick Pizza and The Garnet Pub).
The pop-up is going great so far (despite the lack of summer we’re currently having). It’s been so lovely to interact with my customers face-to-face and chat about the wonderful range of products I have. There’s also such a community here on Norwich Market and my stall neighbours have been so friendly and welcoming.
What are your hopes and dreams for a sustainable future?
I know times are tough for everyone right now. With a cost-of-living crisis, it’s understandable that people can’t shop as sustainably as they’d like to. My hope is that people will still support small businesses where they can.
I also think ‘reduce, reuse and repair’ is also a great motto to live by.
Sage Folk has a pop up stall on Norwich Market until July 21, 2024 (Stall 13, opposite Brick and Sir Garnet). Visit sagefolk.co.uk.
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