Innovation

Jane's Again stands out in sustainable fashion by operating as a consignment store focused on responsible consumption and waste reduction. Founded by Jani MacDonald in 2008, the store initially catered to budget-conscious mothers and older customers interested in thrifting as a means to stretch their budgets. Recognizing a shift in the cultural appeal of secondhand fashion, Jani made it a priority to engage university students, a younger demographic typically drawn to fast fashion. By organizing events and fashion shows, she demonstrated how thrift shopping can be both trendy and eco-friendly, helping to normalize sustainable fashion choices among the younger generation.

Jane’s Again emphasizes inclusivity by welcoming all types of fashionable clothing, including lower-cost fast fashion items, with the belief that reuse is preferable to discarding. This approach allows women across ages and style preferences to find affordable options while also reducing clothing waste. Unsold or unsuitable items are shared with other businesses and charitable organizations, further extending their life cycle and reducing waste. 

The store partners with over 8,000 consignors, referred to as “partners,” who are integral to its mission. These partners contribute to and benefit from a system that prioritizes environmental responsibility and community support. This innovative consignment model has helped Jane's Again build a strong community around sustainable fashion and reinforce the importance of conscious consumer choices.

Inspiration

Jani’s background as a single mother played a key role in inspiring her business. She relied on second-hand shopping to stretch her finances. Alongside her interest in consignment, she had experience working in her parents' restaurant. So, she decided to create something of her own that would resonate with her community. Consignment culture was already established in her community, but could be expanded. "We really worked hard at creating the model here—this is women sharing with women,” Jani said. “If you've got something lovely in your closet that you're not wearing, why wouldn’t you let someone else enjoy it?” Through this model, Jane’s Again has empowered customers to rethink their relationship with fashion, contributing to a cultural shift toward sustainability.

Overall impact

Jane’s Again has significantly impacted both the local community and the environment through their operations as a consignment store, which sells second hand clothing. The company directly contributes to SDG 12 (Responsible Consumption and Production) by reducing the demand for new clothing production and decreasing waste. In the short term, Jane’s Again has provided an accessible option for eco-conscious shoppers, offering quality second-hand items that minimize the need for fast-fashion and luxury alternatives.

Over the years, Jane’s Again has expanded its reach from older customers to include a large university student demographic of women, helping normalize second-hand shopping among younger generations. This shift has been achieved through numerous events and fashion shows designed to get the younger generations on board with the idea of buying second hand clothing. This demonstrates the business’s positive impact on responsible consumption by making sustainable fashion more appealing and accessible across age groups.

Additionally, Jane’s Again donates unsold items to local charities, supports school and cultural events, and collaborates with the local university, contributing to SDG 11 (Sustainable Cities and Communities) and SDG 17 (Partnerships for the Goals). The store’s consignment model also aligns with SDG 13 (Climate Action) by reducing clothing waste that would otherwise end up in landfills. By making sustainable fashion more accessible and fostering a community around second-hand shopping, Jane’s Again has helped establish a culture of environmental awareness and responsible consumption in Wolfville, with both immediate and long-term benefits for the local environment and community.

Business benefit

Jane’s Again has established itself as a well-known sustainable business through its consignment model, which brings in a steady revenue stream and a loyal customer base. The store's unique culture is shaped by thousands of consignor "partners," to whom Jani credits the shop's success. By offering trendy, affordable second-hand items, the shop has successfully attracted younger clients, ensuring a consistent supply of quality inventory and boosting its presence in the market.

The store's active community involvement has also played a big role in its growth. Jane’s Again actively supports local organizations and hosts and helps with events such as festivals and concerts and donating what does not sell to local charities, which has strengthened its ties with the Wolfville community. These efforts have helped the shop stand out from traditional retail stores, building a positive reputation and gaining visibility. By catering to all age groups, it has positioned itself as a go-to place for multi-generational customers seeking sustainable fashion options, emphasizing inclusivity and style.

Jane’s Again has used its commitment to sustainability and community engagement to create a strong, appealing brand image. Its approach attracts customers who value eco-friendly shopping and socially responsible practices, helping to draw in a broad and loyal clientele. The combination of its environmentally friendly practices and a consignment model has allowed the store to consistently bring in new customers while retaining existing ones. This steady flow of shoppers has contributed to the business’s continuous growth and expansion, making it a staple in the local retail scene and a respected figure in sustainable fashion.

Social and environmental benefit

Jane’s Again is dedicated to sustainable and affordable fashion, which has a positive impact on both society and the environment. By selling second-hand clothing, the store helps reduce the waste created by fast fashion and extends the life of clothes. This means fewer textiles end up in landfills, supporting a circular economy where items are reused instead of being thrown out or discarded.

The store has also changed how young shoppers view second-hand clothing. What was once seen as less desirable for younger people is now considered trendy and responsible. This shift encourages people to make more eco-friendly choices, reducing the demand for new clothing that requires a lot of resources to produce. It also promotes conscious consumerism, helping customers make thoughtful purchases that align with their values.

Jane’s Again contributes to several Sustainable Development Goals (SDGs), including SDG 11 (Sustainable Cities and Communities), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action). By promoting sustainable shopping habits, the store helps lessen the environmental impact of the fashion industry. It encourages customers to buy quality items that last longer instead of constantly purchasing new products. Additionally, Jane’s Again gives back to the community by partnering with local charities, supporting cultural events, and making donations. This aligns with SDG 17 (Partnerships for the Goals), highlighting the store’s commitment to both environmental care and community support. Through these efforts, Jane’s Again strengthens its role as a leader in sustainability and a positive force in the community, showing how businesses can thrive while making a difference.

Interview

Jani Macdonald, Founder