I am Gwen, Founder of the Laundress @gwenlwhiting

Gwen wears the Torero Gown in yellow/ivory

I started The Laundress twenty years ago!  I had the personal need to care for my items beyond the choices of dry cleaning and the “all in one” detergent product in the market.  Creating a new and niche product while effectively inventing a new product category was a huge challenge yet incredibly rewarding – providing premium product to solve everyday problems for loads of laundry along the way.

The initial eco goal was to not have to dry clean… luckily it turned out that using plant derived ingredients were really the best, but no one used them at the time because it was more expensive.  Since I was creating a premium product, I was only going to use the best ingredients.  I have always been committed to key principles of creating the best, with purpose, function, design, and sustainability at the core.  No compromises.  

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I have so many fond memories, however, it is really the small everyday moments that count along the way. Hearing a Laundress user gush about a laundry experience- from successfully removing a stain, to feeling empowered handwashing and not dry-cleaning, to the joys of their favorite scent or product.  Those are the joyful moments that make me pleased with my hard work.

I have been blessed with incredible mentors, role models and leaders along my journey. These people have helped form me, my journey, and manifest my successes. I am very passionate about mentoring and giving back.

Be prepared! Do your homework, research, make a proper business plan you can defend over and over, and have looked at every angle. I always say, if you are not disciplined to plan properly, then you aren’t disciplined enough to start and run a company.

Pre-treat always.  Hand wash when in doubt.  Sort well and store properly! 

 “Iconic styles for Iconic people”  …Done!

I am dying to be in the garden (party) with my Mestiza….so here I am!