After discovering a dearth of stores in which to consciously consume, Paul Donald founded Branch, an online purveyor of modern green goods, in 2005. In May 2009, we kicked off our Design Finder department with a Q&A with Donald about his store, which is headquartered in San Francisco, and how he selects products to sell. Favorite room in the house: "The kitchen because I love food so much and my fiance is such a good cook. I love being with her when she's cooking--plus there are so many great gadgets for the kitchen." Most recent purchase: "A set of organic cotton sheets from a manufacturer we're considering adding to the store." Currently longing for: "A sofa. We have a vintage sofe that I've had for 15 years. It was built in the 60s and still has a good shape, but it's losing its 'comfortableness.'"