As an eco-conscious global citizen, Caroline Morrison's ultra environmentally-forward Californian upbringing informed her foray into entrepreneurship in the French capital by way of Landline, a general supplies store. Determined to leverage her own long-held beliefs about sustainability and positive change, she created a space that allows people to enjoy a bit of retail therapy through an experience focused on conscious consumption. A place where people can invest in well-made household products, toys, clothing, and many other objects, she built a community where the concept is about buying better and less. Caroline explains the importance in creating a shop that is accessible and relatable, while also presenting utilitarian, well-crafted products all made in Europe, to inspire better consumption habits for her customers. She believes that everyone can make positive change on their own micro level by making an effort in how they consume everyday goods.

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