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| Dianne & J.C. Paustian |
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A nearly three-year idea in-the-making, Just Act Natural has come to fruition for us, J.C. and Dianne Paustian, owners of the Fox Valley's first all-green retail store.
Just Act Natural, which opened on Earth Day -- April 22, 2009 -- has seen a tremendous response by the community, and we thank every one of our customers. Our Earth Day opening went way beyond our expectations.
The premise behind the store is to offer all green, eco-friendly products under one roof. The store sells a variety of green goods or "departments" from organic clothing, kitchenware, natural body care, eco-friendly cleaners and laundry soaps, recycled cards and stationery, stainless steel water bottles, dental care, baby items, cosmetics, towels, gifts and more.
Our Story: In order to understand how we got here, we have to go back nearly 14 years. It was in 1996 that I moved to the Florida Keys for two years (the Keys are a chain of islands that stretch 120 miles just south of Miami -- one road in, one road out). While on vacation there a year before that, my brother, a friend and I toured the islands. It was then that I said I would live and die in the Keys.
I found a job as a buyer for a small gift shop operated by Dolphin Research Center -- a research and educational non-profit facility for dolphins (this is where the original Flipper resided in the 1960s). It was there that I hung around true environmentalists who possessed values and beliefs that I had never encountered before. Their beliefs rubbed off on me as I worked and socialized with them. I got it. I understood it. Everything is connected. I found myself weaving around crabs and turtles on the road to avoid hitting them with my car. Sad to say, there was a time when I would not have cared. I have been a tree hugger since.
Though I am a native of Appleton, I moved back to Wisconsin for many reasons (the winter weather was not one of them). I choose to live in the Milwaukee area with my college buddy who paid several visits to me while I was down there. I was then introduced to the corrugated box and display industry where I worked for several companies in customer service for the next 10 years. The jobs paid well, but I was always unhappy with what I was doing for a living.
I also dabbled in my own camping supply website and as a self-employed sports photographer shooting actions shots for kids. But again, it was not what I was truly looking for. During the course of those 13 years after the Keys, I was always trying to figure out what "it" was that I wanted. I loved the environment; I loved to run; I had a journalism degree (that I used for about 3 years after college); I also had retail management experience the years leading up to the move to the Keys. But how was I to put any of this together?
When Dianne and I got married in 2003, we really started looking at converting our conventional products into green products, but we noticed that it was difficult to find all things green in one place. The store concept emerged in 2006 and we moved forward, taking the long road writing the business plan on nights and weekends and in between full-time jobs and one child at the time (we now have two).
Dianne has a much simpler story. She was born and raised in Horicon, WI (think Horicon National Wildlife Refuge). After graduating from the University of Wisconsin-Oshkosh, she went right into her graphic design career working for a promotional company in Green Lake, WI, where she stayed for the next 12 years as art director, designer and production artist. After that she became an art director and production manager for a Christian greeting card company.
We had our first child in 2005 and we decided Dianne would be a stay-at-home mom. Although Dianne has been freelancing her graphic design skills for more than 10 years, her first love and priority is being the mother of our two children. Dianne is the creator of our brilliant logo, business cards and any promotional items, including advertising you see in papers, magazines, billboards, etc.
Back in the college days at Oshkosh, Dianne and I actually lived in the same dorm but we never spoke to one another. I knew Dianne's fraternal twin sister better than I knew her. When we first started dating, we came across an old photo of Dianne, her sister and my former roommate in my photo album. There she was: big hair, a little chunkier, but still smiling like she does today.
Our Mission Statement: We are committed to bringing you products and knowledge that will benefit the well-being of your body, home, community and planet.
We research and support manufacturers who create their goods in a sustainable and socially responsible manner using natural, organic, non-toxic or recycled materials.
Just Act Natural is committed to being an active and invested member of our community. We hope our enthusiasm and efforts will be contagious.
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