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At Home in the Modern World

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Paul Donald

When we peruse the carefully curated products in a great design shop, one of the most intriguing discoveries—more than any one particular object or accessory—is the entrepreneur behind the business. In our May 2009 issue we've premiered a new section of the magazine called Design Finder where we chat with one of our favorite store owners about how they were seduced into retail, how they select their inventory, what they’re currently longing for, and more.

 For our first iteration, we spoke with Paul Donald, the founder of Branch, an online purveyor of modern green products. Donald, a former graphic designer in the magazine industry, launched the company in 2005 after discovering a dearth of stores in which he could consciously consume. Here, we present the extended interview with Donald.

paul donald branch design finder
Portrait by Melissa Kaseman
Millennium Towels

Millenium towels by Bonjour.

What’s your prized possession?

My collection of original artwork. It’s hard to pick a single one, but if pressed, I’d probably choose from my pieces by Chris Johanson or Michael Bartalos.

What inspired you to start Branch?

My deep interest in both design and sustainability and that there really wasn’t a place bringing together products high on both of those scales.

AUM Tote

AUM tote by Stuart Sproule and Barnaby Killam for Red Flag Design

What’s best about your job?

Being involved in the creation and distribution of thoughtful products.

What makes you wish you did something else?

Running the business side. It’s a natural part of being a small-business owner, but my real love is design and working with designers.

As a child, what did you want to be when you grew up?

An architect—until I realized architecture was a lot about engineering. Then I discovered graphic design, which is a lot of the fun of architecture but without the science.

Is there an object that changed how you think about design?

The book Cradle to Cradle: Remaking the Way We Make Things by William McDonough. It made me look at design in a much more holistic way. I would credit that as much as anything for my interest in starting in Branch.

Cain Collection Chair

Cain Collection chair by Seth Eshelman for Staach

Is there anything you are embarrassed to love?

The Millennium towels we carry at Branch. Don’t get me wrong, they’re great. It’s just that I’m embarrassed, partly as a guy, to admit that I’m so into my bath towels.

What was your first big design purchase?

The custom-made wall unit I had built when I moved into my apartment. Living in San Francisco, where few people own their own space, I wanted something to make it feel as grown-up as possible.

CooladePitcherGlasses.j

Coolade pitcher and glasses by Andi Kovel for Esque

What‘s your most recent purchase?

The AUM reclaimed-sailcloth bags we sell. People have a constant need for toting things around. They’re great for throwing in the truck for a weekend getaway or going to the beach.

What are you currently longing for?

The perfect sofa: modern, simple, comfortable, beautiful, and sustainable. If I didn’t have the sustainability constraint it would be a lot easier, but even saying that, it’s just really tough to find the right sofa.

How do you define “good design”?

Design that solves a problem. At Branch, that means a product that fulfills its intended function—with the additional onus of being made in a way that doesn’t create more problems for the planet.

What makes a good design customer?

Having a point of view. If you were to come to me and say you’re looking to modernize your living space, I’d first ask you to tell me what modernism means to you. Give me something to start with and it’s a whole lot easier.

What are your criteria for selecting an item to sell?

Our unofficial motto is “Design first, sustainability always.” If I wouldn’t have it in my own home, it doesn’t go in the store—no matter how ecologically sound the materials, manufacturing, and labor practices are.

What’s next for Branch?

Producing our own products. We have loads of ideas that we’d love to us manufacture. It’d be great to have a storefront at some point, too.

  • Published: April 27, 2009

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