The Good Behavior name is more than just a brand — it’s a way of doing business for the Trenton-based retailer that sustainably sources its clothing, accessories and home goods products.
CEO Eleanor Kubacki said the company is built around the idea of being sustainable and ethical while giving back to a community in need.
“Each of our products is more than a personal statement — it’s a good deed in action — and it’s our mission to spread the love far and wide,” the company says on its website.
Those are just some of the reasons why Good Behavior is one of eight small businesses featured at the Wells Fargo Small Business Market located at the Shops at Hudson Yards in New York City.
The festive shopping experience provides these local entrepreneurs access to a wide range of shoppers living or working in the city, along with the millions of visitors and tourists who make their way there to celebrate the holidays.
Tammy Levine, the chief brand officer at Wells Fargo, said the bank is thrilled to be a part of the program, which runs through Jan. 1.
“This holiday season, we are excited to present the Wells Fargo Small Business Market at Hudson Yards, giving small businesses a way to showcase their one-of-a-kind offerings to shoppers at this premier New York destination,” she said.
“Wells Fargo is the ‘Bank of Doing’ and, along with providing support for the local New York-area community, we are proud to help more than 33,000 New York-area small businesses throughout the year achieve their goals.”
Kubacki said the experience and customer interaction is invaluable.
“It is our first opportunity to sell to the public, so it gives us a great opportunity to hear feedback and to see what people like about our product and what we can do different in the future,” she said.
The store’s mission, however, will never change.
“Doing good is a way of life — a name to live by,” she said. “We believe that good things come to those who do good things.
“Good Behavior is more than a name or a brand. It’s a motto we can all stand by — and a reminder that every one of us has what it takes to do a world of good.”