For Fort Worth native Liz Johnston, owner of the eco-friendly wares store The Greener Good, educating the community motivated her to open a retail location to accompany a growing online business, she said. So far, the flagship location, which opened Nov. 11, embodies the “it’s all good” attitude that is the company’s slogan.

“We really wanted to give (Fort Worth) an opportunity to see that it is in fact worthwhile to use these products,” Johnston said. “They are better for the environment, they are better for you and they actually work.”

James Powers, a freshman pre-business major, attended the store’s grand opening last week with prompting from his older sister, also a university student. Powers, who stands well over 6 feet tall, said the cluttered atmosphere of the store did not impress him much.

“I probably wouldn’t go for window shopping purposes,” Powers said. “I can see that being, (in) 10 years, a pretty happening spot to pop your head in.”

In order to market The Greener Good’s products and appeal, Johnston said university students would factor into the future promotional agenda. Johnston said because the company secured the retail space only two weeks prior to opening, they did not have a chance to do much advertising yet.

“I think getting out into the community and kind of figuring out programs that would interest people (would be good),” Johnston said. “I think TCU students would definitely be (part of that).”

Apart from offering an array of products as alternatives to mainstream offerings, The Greener Good serves as an outlet for consumers to experience firsthand the items they saw online like clothing, foods and cleaning products, Johnston said.

“It’s difficult to tell somebody who’s never felt something that is bamboo fabric that it’s actually softer than cotton,” Johnston said. “They think bamboo and they think sticks.”

Johnston recommended several lines available in the store including a line of cleaners by EcoDiscoveries, which recently received a safety award from the Environmental Protection Agency. Also on her list was the PowerCost Monitor device by Blue Line Innovations, which reports how much energy a home uses on a daily basis and can help pinpoint costly energy wasting devices or habits, Johnston said.

Lauren Geffert, a salesperson at The Greener Good and university alumna, said Johnston’s outlook on environmental awareness in Fort Worth was similar to her own and prompted her to participate in the growing retail venture. After graduating, Geffert said searching for a job required her to follow her heart more than anything.

“It’s tempting to take some corporate job, (but) I thought (it) was something that Fort Worth needed,” Geffert said. “I’ve really enjoyed working here and making a difference, even if it is in a small way.”

The Greener Good

Where: 6333 Camp Bowie Blvd.

Hours: Mon. thru Fri. 10 a.m -6 p.m.; Sat. 10 a.m.-4 p.m.; Sun. not yet determined