Katherine Heigl has played many memorable roles, from her Emmy Award-winning portrayal of Izzie Stevens in Grey’s Anatomy to cult favorite actresses from cinematic romantic comedies Knocked up And 27 dresses.
Today, Katherine takes on a new role as founder of New Lane Mercantilea project that merges his lifelong passion for animal rights and conscious consumerism.
While browsing social media, Katherine saw an ad to start a business on Shopify and decided to create an online store. “I was on my iPad on a couch in my living room,” Katherine says. “I took a whole Saturday to do it.”
More than a year later, Katherine has curated products from more than 50 artisans who produce everything from homewares to skincare items. Profits from sales support other small businesses, as well as Jason Debus Heigl Foundationan animal rights organization started by Katherine and her mother, Nancy Heigl.
In the last episode of Shopify MastersKatherine explains how, with New Lane Road Mercantile, she built the shopping experience of her dreams.
Test and scale the business
Beyond acting, Katherine enjoys expressing her creativity through the visual arts and her art was the seed of her entrepreneurial journey.
Katherine was already creating paintings, drawings and digital art when the idea of starting a business came to her. “I thought, wouldn’t it be great if I could sell some of these designs on a t-shirt or hat and help raise money for the foundation,” she says.
Katherine then experimented with Shopify and print-on-demand apps to create a store that allowed her to sell her printed designs on merchandise. Although this version of the business was easy to start, it wasn’t the business she wanted to continue running.
Realizing she was spending more time creating designs, Katherine turned to a business that would become New Lane Road Mercantile. “I became a supplier for other sellers because I love organizing… all the beautiful things online that I would like to have in my home,” she says.
Work with partners who align with brand values
The main reason Katherine chose the path of entrepreneurship is to support the Jason Debus Heigl Foundation, which Katherine has run and funded with her mother since 2008. To supplement the donations, Katherine intended to use 100% of the proceeds. profits from his new business. “It’s a bit like concerned consumerism, consumerism with a purpose,” she says.
This pillar of purpose translates into Katherine’s conservation strategy for New Lane Road Mercantile. “I wanted to work with suppliers who were also giving back in some way, either socially or environmentally friendly,” she says.
Organize products and moments
Once Katherine had her list of artisans and business owners she wanted to work with, she took a different approach to curating. Instead of simply selecting products she liked, she created special moments for her customers. “I wanted to take this concept [of moments] with my own vision and create an online shopping experience,” she says.
Whether creating cozy reading time by the fire or a brainstorming session, New Lane Road Mercantile works with artisans to sell a lifestyle while inspiring conscious, thoughtful consumerism.
In her second act, Katherine used her influence as a Hollywood powerhouse for good. His inspiring journey to a new, unknown career demonstrates that entrepreneurship is truly a space for everyone.
To learn more about Katherine’s professional journey, check out the full interview at Shopify Masters.
