It was a sunny afternoon in SoCal when I walked into the adorable roadside boutique, “Share and Do Good”. I was greeted by the smell of fresh flowers, eclectic knick-knacks and gorgeous handmade products. At this shop “...every purchase is making the world a better place. [Their] goal is to provide the everyday customer an opportunity to make an extraordinary impact through their purchase.”

Wearing a sunny yellow dress and a beautiful paper necklace handmade by the women of 31 Bits; entrepreneur and shop owner, Lilly Tokuyama, greeted me with a smile.

Trusting in Her Vision

“I actually have a background in youth ministry. That’s what I did for 16 years, but when that season of my life finally came to a close, some friends of mine that I knew through the ministry I was involved in they owned a Christian clothing line and screen printing business.”

A little unsure of herself during this new venture working in marketing, Tokuyama’s creative juices started to flow.

“They asked me to come on board to help them with marketing, and I didn't really know what I was doing,” said Tokuyama. “But I was like, sure! I’ll try anything! A lot of my job involved going to a lot of different events all across the west coast, sometimes even to the east coast— like a youth pastor convention, music festivals, Christian music festivals, and all types of Christian conferences. While I was sitting at my t-shirt booth, next to me would be these amazing brands that sold beautiful goods that did something awesome.”

It was through working for her friend’s business that the idea for Share and Do Good was born. Tokuyama would come home from her work on the road and get questions from loved ones and friends about all the new fashions she was sporting.

“When I started meeting groups that sold these products, I would often come home wearing them, and people would compliment me on [them]”, said Tokuyama. “And I would say like how it helps. Like, well this does this, [or] like, this necklace is helping women to rise out of poverty in Uganda. People would ask me like, ‘Where can I get one?’, and I would say, ‘Oh I got it at this music festival in Santa Cruz, or far away, like Monterey— like far away.’”

After being repeatedly questioned by people on her new duds, Tokuyama trusted in the inkling of a vision that God had given her.

“After that I felt like God was like, ‘Maybe you should open the store that sells these things,’” said Tokuyama. “So after a lot of prayer, and a lot of research, I was like, ‘Okay! I’m gonna try.’ I used my savings, got a loan from my parents and that’s what we did-- and here we are today!”

“Our store’s name came from Hebrews 13:16, the ESV translation.” It reads: “Do not neglect to do good and to share what you have, for such sacrifices are pleasing to God.”

Although Tokuyama explains that Share and Do Good is not just a Christian store, it is absolutely for everyone of every faith.

“I wanted it to be a place where anyone could do something,” said Tokuyama. “I’ve had a lot of interesting conversations on faith here of all different beliefs, even with atheists that come here— I don't hide our faith, but I don't shove it in other people’s faces.”

Tokuyama hopes to be as “respectful” as possible to people of other faiths who enter and purchase from the shop, although, her goal is to ultimately “honor God through every aspect of it.”

When the Going Gets Tough, The Tough Get Going

“I remember telling my parents at Thanksgiving that I had this idea,” says Tokuyama. “The first question my mom asked me was, ‘Did you pray about it?. I said, “Oh my gosh, I haven't stopped praying about it since I had the idea for the last five months.’”

Thankfully, and a tad skeptical, Tokuyama’s parents supported her in her venture by providing great moral support, and also providing her with a loan.

“...maybe, two or three years in I was talking to my mom about something, and then she said, ‘... ya know, I thought you would give up after six months because it looked really hard. But I’m so proud of you; that you just kept going, and kept pushing forward.’”

Tokuyama said that she thanked her mom because even though she may have thought it was going to fail, she still trusted her daughter enough to make a good decision and pursue her passion.

“My parents have been my greatest cheerleaders through all of this,” says Tokuyama. “Some of our staff have been behind me since the very beginning, so yeah it’s been cool.”

Location, Location, Location

Share and Do Good has a super cozy, and even eclectic feel. Upon entering the Long Beach store, customers get that cool— almost traditional— beachside, Los Angeles feel. Most of the decor was included in the location when the store was purchased by Tokuyama.

“When I was first looking for a store, I looked as far north as Santa Monica, and as far south as Corona del Mar,” Tokuyama explained. “I would drive everywhere. I actually was thinking I wanted my first location to be in Torrance because that’s where I go to church [Victory Fellowship]. I wanted a space that was small enough, and where the rent was low enough, that if it didn't work out, I could find a real job and pay the rent for however long the term of my lease was.”

With the first location being in Fullerton, Tokuyama was able to soon expand Share and Do Good to two stores-- the other location being in Long Beach.

“We got the key and we were open in two weeks. It would’ve been one if the internet was working correctly!” Tokuyama excitedly exclaimed. “But yeah, it was great to be here and get involved in this neighborhood.”

Tokuyama explained that she and her staff thoroughly “enjoy both [locations] and the relationships we’ve built [at] both”.

Getting the Right Aesthetic

“ I used to think that social good products and, or, fair trade products had a certain look to them. That was fine–if that was what you liked, but I didn't.”

In addition to picking socially conscious items to sell, the quality of each product is taken into very high account at Share and Do Good. Tokuyama listed Madewell and Kate Spade as some of her favorite brands.  

“Like, I really like Madewell and Kate Spade— things of a certain aesthetic. So when I started meeting groups like 31 bits, and Krochet Kids, who had designers that were here in the U.S.— that knew what the U.S. market liked-- but worked with artists in other parts of the world, [that sort of] combined forces. I was like, ‘Oh! that totally makes sense.’”

There is no exact target demographic for Share and Do Good; it is a space for everyone. Yet, the findings show that educators, young professionals, and/or, young families, frequent the store the most.

“...our customers for both of our stores — a lot of them are from the neighborhood,” Tokuyama says. “They are also just consciously aware people who want to make the world better— they want to help instead of hurt.”

“We often joke that teachers and nurses are our best customers because they are the types of people who have to give so much of themselves for their profession, in order to help others,” says Tokuyama.

Being a store for everyone, Tokuyama ensures that the product style is also very accessible.

“I love that the products are unique enough that they kind of spark a conversation,” Tokuyama says. “[They’re] a good reminder of not only how fortunate we are, but also how easy it is to help people. They are good reminders of living a life of generosity instead of being selfish.”

Tokuyama also seeks to ensure that each product in the store is not at too high of a price point for the everyday consumer.

“Our most expensive thing is a tote bag that is 178 dollars,” says Tokuyama, “...but that’s cheaper than a Madewell, or a Kate Spade bag, and this one is helping women in Uganda to live better lives.”

Most of the brands carried in Share and Do Good are carried in traditional stores, as well. Although, as a boutique, Share and Do Good not only sells great products at great prices, but the shop holds a more community-oriented, and organic, feel.

“We don't want to appear to be greedy,” says Tokuyama. “That’s like the last thing that we want. The world is so focused on what’s in it for the individual, and I want to focus on living a generous life, instead of being greedy. I would much rather be faulted for giving stuff away than for making a whole lot of money for myself... ‘cause in the end— it's not going anywhere; I can't take it with me. I would much rather make someone else’s life better; you never know where that can lead to.”

The store has garnered customers from all over. Tokuyama listed some customers that came from as far as Washington and Boston, all of whom made it a point to come in the store. Surely, their online reach is far more widespread than just the U.S.

One of their new initiatives is to sell 1,000 dresses that have been made by L.A. based designers. The money from such sales would go towards building a well for the purpose of bringing clean water to a community.

“We started carrying some clothing lines made in Los Angeles,...” says Tokuyama. “Our goal is to sell 1,000 dresses, tops and shorts from these different clothing lines”… “if we do that then we can build a well for a community that has never had clean water.

Sparks of Imagination

Tokuyama was full of wondrous stories about how the shop has made a difference in people’s lives in the United States, and abroad. She detailed the story behind the initiative to sell 1,000 clothing items and build a well. It all began with a woman at a Share and Do Good pop-up shop event last fall.

“Last fall, we were invited to set up a pop-up shop at Pottery Barn in Brea,” says Tokuyama. “It was great. I was like, ‘Wow! You guys want us to be there!’. So I had brought some [of our] air plant terrariums [that are] $10 -- each one donates a month of clean water to a child through World Vision.”

While talking to people and enjoying the time there, a woman approached Tokuyama asking about the air plants. Upon finding out that the proceeds from the air plants go toward donating water to children in need through World Vision, the woman exclaimed, “Oh, clean water! Yeah, you know we are so fortunate living here in California! We poop in water cleaner than most people have to drink.”

It was then that Tokuyama decided to put forth more initiatives that provide clean water to communities.

“Like, toilet water is gross, but it’s a lot cleaner [than what some people have],” says Tokuyama. “That was so sobering for me to realize and that put a drive in me to do more for clean water projects.”

Tokuyama explained, “ So it's things like that where my heart has been changed and my mind has been changed; where we’ve helped to spark ideas in customers [and among ourselves].” Some customers have even started their own projects and began working on their own nonprofits or initiatives because of the encouragement that Share and Do Good has provided them.

In addition to projects that have been started, customer retention rates are high because of the sole premise of the shop.

“I have some people that don't shop anywhere else but our store!” Tokuyama excitedly explained. “One day, an older gentleman came in during Valentine’s Day— and usually when I’m checking out a customer, I tell them how their purchase is making an impact— and I go, ‘Oh yeah, your card is made by someone who was a victim of sex trafficking in the Philippines, and your purchase is signed by the woman who made it.’ He was like, ‘That’s exactly why I come here to buy every single one of my greeting cards.’”

And the stories go on.

“A realtor came by the other day— he bought a stack of like eight cards from us, and he was like, “Yeah, I was just walking by and I just learned about this store. I’m a realtor, and I send out so many greeting cards-- why shouldn’t I buy these... they’re the same price as any other place? So, I make it a point to stop by your shop all the time and pick up a stack to send out.’”

Tokuyama explains that these purchases, and sparks of fiery inspiration, are what can make a huge impact in this world.

“Little by little— a little can add up to a lot,” says Tokuyama.

There are some more initiatives that Tokuyama and the employees at Share and Do Good are excited about getting involved with -- namely, a partnership with Solidarity of Fullerton-- creating and selling inspirational hand made necklaces and a collaboration opportunity with a possible fair trade chocolate maker.

“[Since] school is starting again, I thought it would be really cool… I found some cute handmade necklaces, and I packaged them up with a positive quote that has to do with like the shape of the charm.”

Share and Do Good is donating school supplies to children in need for every necklace sold. They are also scouting fair trade chocolate makers.

“There’s a lot of fair trade chocolate out there; it’s just hard to find one that fits with our aesthetic,” says Tokuyama. “I almost don’t understand why people would not buy fair trade chocolate, ‘cause there’s so many options available for you. I try to find a sweet spot with our price point so that nothing is extravagantly expensive.”

From chocolate to necklaces, to building wells for people to get clean water, Share and Do Good is surely sparking not only imagination but compassion.  

“I want things to be tangible and understandable so that if someone compliments you on it, you can say, ‘Oh, this is this,’” says Tokuyama “...so more people can know about the amazing groups [and charities] that we work with.”

This Side of Heaven

Tokuyama is not only an entrepreneur, and philanthropist who runs two stores, but is also a caregiver to her aging parents. She has a lot on her plate to balance and yet, she wholeheartedly desires to live a life of service and generosity.

“We can very much be so inwardly focused,” says Tokuyama, “...and I get it; life is hard on this side of heaven.”

Tokuyama says that life can be quite topsy turvy, and because it's tough to stay focused on her vision, and living a life of generosity, she wears a special wire bracelet.

“I could definitely throw my own pity parties all day long, like, ‘Woe is me’, but, I wear this bracelet every day. [It] is made by a woman named Tithy, and is supposed to resemble barbed wire. It reminds me every day that there are women who have been freed through the work of Purpose Jewelry, who have new lives and new opportunities. But there are women that I still need to fight for because there’s over 25 million slaves in the world today.”

Although Tokuyama agrees that just buying jewelry is not going to stop things like sex trafficking, she believes it is a good start.

“Buying a pair of earrings isn’t going to end human trafficking around the world,” says Tokuyama, “but it’s helping someone to live a life outside of that. It’s a good reminder to me to not give up the fight.”

Header photo by Alan Ferreira on Pexels.com.