Bella & Boo Building a Business With Eco-Friendly Products

Last November, during a frigid Wednesday evening, Kate Agarwal, owner of Bella and Boo Organics, sat on her couch reading to her three children when the phone rang.

An enthusiastic Minnesota woman, Jeannette Sample, desperately needed Kate’s help to deliver a gift to her Whitefish Bay friend.

“I live in Minnesota but my friend is having a baby shower on Saturday in Whitefish Bay,” Jeannette continued, “If I place an order today can you get it to her by then?”

“Sure,” Agarwal said. “I can even wrap it up for you.”

Agarwal launched Bella & Boo Organics, an online, eco-friendly, fair trade shop, in December 2009. Her store is based in her family’s colonial home in Whitefish Bay, though a storefront is picture-perfectly imagined for the future.

Her daughter, Ella, inspired her to open the store.

A year before Bella & Boo, Ella began breaking out in rashes on her stomach, arms and back. Determined to understand why, Agarwal began researching and setting appointments at local allergists and pediatricians.

“By process of elimination, trying to figure out what could be causing it, one day the light bulb went off,” she said.

Agarwal found Ella’s bodysuits caused her skin irritation and an uncanny disclaimer on the manufacturer’s website proved it.

“They had this little thing on the bottom of the page that said a small number of the population will experience a reaction to the chemicals we use in our clothing,” she said.

The company, which she chose not to name, promptly refunded her purchases.

Since Ella inspired Agarwal to launch her store it’s fitting the name should stem from her as well.

“One of Ella’s million nicknames was Ella Bella Boo,” she said. “I like the girl/boy reference too.”

When Kate restructured her family’s wardrobe she perused multiple websites to find a single item. And she used that taxing experience to inspire Bella & Boo’s inventory.

“It was difficult for me to find quality products in one spot and I thought it’d be great to have one store where parents could find most things they’re looking for,” Kate said.

Bella & Boo offers a wide range of products from non-toxic toys and reusable lunch totes to organic clothing and fair trade women’s jewelry.

But Kate doesn’t turn a blind eye to new companies.

“I make sure I work with companies that have the same philosophy, policies and attitudes and are a great match for me and my customers,” Kate said.

Her inventory is filled with unique, eco-friendly products from Sophie the Giraffe, a 100% natural rubber product introduced by a French company in 1961, to glass bottles wrapped in a non-toxic silicone sleeve.

Her passion for a healthier lifestyle started years ago with organic food. But her commitment to provide people with healthier products fueled her newfound delight.

When she decided to create Bella & Boo, Agarwal worked diligently for a year while juggling a full-time job and three young children before the store launched.

“I absolutely love it and all this stuff is what I feel most passionate about,” she said.