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.