Our Story

Goldune was born in October 2020 after our founder decided she couldn't hang with the beige, granola, all-or-nothing narratives (or products!) she encountered in the sustainability world. 

For some reason, even by 2020, sustainability still felt like a fringe interest. Why was everything beige? Why did sustainability feel like something that only PhDs or waif-like influencers in expensive hemp pants and sandals got to talk about? 

The climate crisis is scary enough as is-- so the added doom, gloom, shame and blame that we shoulder as we try to navigate living as sustainably as we can within our means isn't really helping anyone. 

She found herself wanting to create a resource for sustainable living that was just as colorful, joyful, delightful and appealing as its less earth-friendly counterparts-- and for a shame-free, judgment-free, inclusive place for folks of all shapes, sizes, incomes and identities to explore sustainability. 

Goldune was born as a better, brighter, sustainable-er way to shop for people, for future, and for earth. In our world, everyone's welcome (whether you can swing shopping sustainably or not!), sustainability is a spectrum, and fun is guaranteed.


People sure do throw the word “sustainability” around a lot. We promise that here, it’s a lot more than marketing jargon— it’s all we do. Not everything that’s plastic is “bad”, and not everything that’s cotton is “good”. We actually think sustainability is a spectrum. That’s why we take the full lifecycle of a product into account, and let you pick what works best for you.

You can trust that every item we sell is safe for your family, and your bod, and easier on the environment than its conventional or less sustainable counterpart. You can learn more about our sustainability spectrum here, and you'll find specifics on each product page under "Product Description", "End of Life" and "FAQ."

The industry hasn’t been so inclusive to date. We want Goldune to be, starting with the array of brands we work with. As of Q1 2021, 72% of the brands whose products we sell are helmed by women, and 39% are lead or founded by BIPOC. We'll keep you in the loop as our business grows and evolves.

Our Founder

Azora Zoe Paknad founded Goldune in late 2020 when she felt sufficiently fed up with lack of representation, fun, or inclusivity in the sustainability and zero waste landscape. 

Being able to care about how you shop, much less shopping sustainably is a huuuuge privilege... but most of the time, sustainable products felt to Azora Zoe like a big sacrifice. That didn't quite add up.

Before taking a wild leap and starting a business mid-quarantine 2020, Azora Zoe worked in the content + commerce startup world at a home + kitchen brand. Besides making sustainability less granola, Azora Zoe is a passionate collector of hobbies and an ex-New Yorker quarantining in California. You can catch her hosting weekly Sustainability Q&As on our Instagram every Sunday, chatting with folks in our members-only (free!) community, or writing on Planet G.