Seller of the Week - Asta from Ash Generation
Jun 2020

Seller of the Week is Asta from Ash Generation. She is based in Klaipeda, Lithuania where she creates beautiful linen hats for little ones. Ash Generation is an eco-friendly baby brand that focuses on sustainable and organic production with conscious upbringing through fostering true and natural values.

We caught up with her to talk about how her son inspired her to start her business.

1. When you were a child, what did you want to be when you grew up?

I've always been into nature and animals, so as a little child I was dreaming of becoming a veterinarian. I thought that's a perfect job to consistently meet new animals and more importantly to be able to help them. 

2. What inspired you to start the business?

Three things that inspired me to start this venture - nature, sustainable living and mostly my son Ash. 

3. What do you sell and how is it made sustainably?

At the moment my products are baby hats and bonnets. They are made from linen fabric, which itself is sustainable, because of its longevity. Linen is also one of the least harmful fabrics to nature. Besides that, our packaging with all its contents are recycled and recyclable making them less harmful to nature as possible.

4. What’s your favourite thing about being a business owner?

I love to be in control of everything that goes on in my business. When I know the exact direction where it all shall go I feel the very need to stir it that way. Another thing which is very cool being a business owner is that you can choose which tasks you want to do yourself and which ones you prefer to delegate or automate. 

5. What’s your productivity secret?

I'm not sure whether it's productivity but I guess prioritising things in my business that I love to do that day and just doing those things first boosts my motivation to conduct other tasks that may not be that exciting but still necessary to do. 

6. How do you find inspiration?

I spend a lot of time in nature. That energises me physically and mentally. It's my endless source of inspiration. 

7. What’s your favourite quote?

I love the quote by H. D. Thoreau: ''I took a walk into the woods and came out taller than the trees''.

8. What would you recommend to someone wanting to become an entrepreneur?

I often see people wanting to start a business but struggling to do so because of endless doubts. All you need is to have an idea, and then you grow that idea by implementing physical actions. That's it. All you need is to start doing instead of thinking. I just would recommend going into that field that drives you the most - that's more fulfilling. 

9. If you had all the money in the world, where would you live?

I don't think that I need to have all the money to live where I want, haha. That place would be somewhere in deep woods, surrounded by mountains and the lake nearby. The house itself would be modern built-in with extremely huge windows. I guess that would be my preference. 

10. What is the dream with Ash Generation?

The dream with the Ash Generation is to grow it as big as it becomes a movement for the generation of my son to be fully conscious, healthy and kind to each other and everything that surrounds them. 


Shop from Ash Generation

Long Eared Bonnet

Baby Sun Hat

Baby Bonnet

The Imperfect Blog

Contrary to popular belief, you don't need to have it all figured out in order to lead a sustainable lifestyle. In fact, it's better to make small conscious choices when possible, than none at all. We explore every topic under the sun around kindness to our environment, wildlife, other people and ourselves.

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