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Women Pivoting: Chloé from Rebel Eco

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Sometimes the decision pivot isn’t prompted by external factors, but by internal factors. In Chloé Miller’s case, hers was prompted by a realignment with her own personal values. Chloé started Rebel Eco as an ecommerce store for eco products to help those looking to lessen their environmental impact in the home.

Working away at all the ups and downs of building an ecommerce store, including navigating the learning curve, Chloé had a moment to reset: her business wasn’t *actually* aligned with her values. This moment of realisation – that people don’t need to buy more things to live a life with less impact – drove what from the outside may appear to be quite the dramatic shift in her business.


Turning your business model upside down to align with your values


Completely revamping her business, Chloé ended up much closer to her experience as an educator. Drawing on these skills, she’s been able to quickly and easily create content that is engaging and helping her audience see transformation. And, like many of the other women I’ve had the pleasure of interviewing, she took a leap of faith when it came to deciding to make this change. This is a move that is made up of part intuition about what her audience need and part prior knowledge and personal experience.


Check out the full interview here.



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If there ever is a time to realign with values for socially and environmentally responsible business, it’s now. The move to an online education platform and community which is about sharing, easy-to-implement knowledge has lifted a weight off Chloé’s shoulders and injected some newfound energy into her business. Chloé is drawing from her own eco journey to build and shape the what her business looks like and it’s just the beginning.


If you’re looking for tips on living a more eco-friendly lifestyle, you can find Chloé at or on Instagram as @rebel_eco or Facebook (join her group and you’ll see me there 😚).



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The 90 Day Brand Plan is a DIY brand roadmap for overwhelmed solopreneurs to gain clarity, find your purpose and stop winging it.

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Women Pivoting: Chloé from Rebel Eco