In 1999, Carol’s oldest son Croft developed skin reactions, headaches, and respiratory conditions from prolonged exposure to caustic chemicals he used with his fine interior finishing business. Around the same time, a colleague introduced him to a European clay plaster product that was free of the potential toxins affecting his health. Although it was an improvement, he thought he could make it better. He enlisted Carol, an interior designer with a fine arts degree in ceramics, to research the product and determine its composition. With her understanding of clays and aggregates and his engineering background they were able to reverse engineer a comparable product.

We should not underestimate the potency of mixing maternal instinct and entrepreneurial spirit. In my interviews with product manufacturers, I’m often told how underlying considerations for future generations influence business decisions. When I raise this issue with Carol it brings her to tears. It’s easy to see how deep her passion runs for merging her business strengths with efforts that contribute positively. Regard for others, even people you don’t know or will never meet, is an essential ingredient of sustainability.

A year later, Carol used a new h Santa Fe, New Mexico, where t their new formulation. In the b was thinking small. But she kne product had wide commercial p version was ready for introducti market. Even though everyone knew how important it would b she and Croft had developed. “W attorney,” Carol tells me with fu “She’s this tiny little lady, and sh this patented, and would you pu And I thought, wow there it is. product was convinced it was so

Natural plasters have existed fo was this issue that posed a prob Carol and Croft had to demon