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Essentials But Better

We think how you do business is just as important as what you do as a business. Our values are what guide each and every decision we make, big or small. Here are the values that guide us at nookary…


Do it with integrity

We want to be a brand that people trust, and we want to be deserving of that trust.

We don’t have all the answers (no one does), but we will continuously learn and improve so we can make better decisions for our customers, our planet and ourselves. We will be transparent and honest about this process with you.

This means making considered ethical and sustainable choices about the products we sell, the people and brands we work with and how we develop our own products. It means evaluating the whole life cycle of each product so that we can understand both their short and long term impact. It means taking responsibility for the lives of those involved in making them, working with those that share our values that fair wages, workers’ rights and workers health and safety should always be the top priority.

We believe it’s our duty to care for our planet if we wish to enjoy everything it offers us. For us, being transparent about the way we work is simply the right thing to do. It means that you can make a conscious decision about where you spend your money. Most importantly, it’s about giving you the opportunity to ask questions, to stay curious and to be on this journey with us. 

“How you climb a mountain is more important than reaching the top.” ― Yvon Chouinard

Beautifully practical and practically beautiful

We believe in environmentally friendly products that are designed to last and not destined to end up in a landfill. Our approach to achieving this is through beautiful products that are super effective. Form and function.

Working with brands doing good and only selling products that are tried and tested by us, we are dedicated to providing you with a selection of items that have proven their worth again and again. Environmentally friendly does not have to mean a compromise on quality or aesthetics.

“Have nothing in your home that you do not know to be useful or believe to be beautiful.” — William Morris

Practical, positive change

We don’t shy away from the big topics that matter to us, but we are committed to approaching them with useful insights and encouraging ownership of our own positive actions and decisions. We’re not about lecturing (who are we to do that anyway?), we’re about working together and supporting each other to make better decisions.

When we understand why we’re doing something and feel good about it, the more likely we are to stick to it. We want you to feel proud of the choices you make and their impact on the planet as well as supported and empowered to make decisions you’re confident in. 

These values govern our decisions day to day. And when we can’t be perfect in our decisions, we try to be conscious and considered. To practice what we preach.