Community, a boutique in downtown Athens owned and founded by Sanni Baumgaertner, has introduced a special feature into her business techniques: sustainability, an element that she believes is rarely found elsewhere.
“I think the mix of the focus on sustainability and the local economy and local supply chain seems to be unique to me,” Baumgaertner said. “So, I think that what definitely sets us apart is that, we, like, our business model, is based on sustainability, rather than [having] sustainable practices.”
A defining way that Community is unique from other boutiques is the importance Baumgaertner places in local vendors. All vendors must be based in Georgia, with most located in Athens, which Baumgaertner said makes sense in terms of sustainability practices, by limiting pollution with shorter travel distances.
Baumgaertner also values the connections and transparency between customers and their local vendors.
“I think that’s really important to me to try to reconnect people that come in here, customers, with the people that make the clothing and with their local flavor, you know, the local creative community that makes really cool things and that we’re able to have here all together in one place,” she said.
Baumgaertner has also incorporated transparency into Community in the form of an open sewing area. She felt that allowing customers the ability to witness their clothes being handled by staff, would close the disconnect between consumers, their clothes and the ones who make them.
“I like that it invites questions, so we have the opportunity to talk about the process and about sustainability and fashion and how important it is,” Baumgaertner said.
The name of the boutique has a significant meaning to Baumgaertner, who was looking for a community in Athens 15 years ago before she opened; she has since found it in her boutique.
“Now it has a wider significance because our focus has shifted more towards the local, locally made, so that makes a lot of sense with the name,” she said. “We’re all a community here, and we’re, the customers and the vendors and we’re all supporting each other.”
The interior of Community, a boutique in downtown Athens, is pictured. Owner Sanni Baumgaertner built the shop around sustainability and partnerships with Georgia-based vendors. (Photo/Emma Gladd)
Anita Wagner, sales associate for Community, said that she appreciates the lively environment of similarly-minded people she works with.
“It’s really lovely to just get to know everyone in our shop and sort of form friendships and sort of get to know each other a lot better,” Wagner said. “ I really love the people here, and I think the customers too have also commented like, people are funny, they’re good here. So, we really try to sort of keep that alive.”
Wagner believes that the mission of Community is to provide customers with goods, clothing and experiences that promote sustainability on the Earth
The boutique is often described as a one-stop shop with a variety of gifts, which is why they have a wall dedicated to making personalized gift boxes. Customers can choose locally-made items from the wall and dedicate it to a loved one.
“We really specialize in sort of gifting, and I think that’s important to us here, and it’s also important because we’re supporting the local economy, so we’re supporting the vendors, the artists and the bakers,” Wagner said.
Baumgaertner has also connected with Athens roots by working with the equipment manager for the University of Georgia’s football team to customize and repair jerseys.
“We’re really happy to be working with them [UGA], and we’ll always make them the highest, highest priority, she said. ”When the UGA athletics drops off and everything else has to step aside for a little bit, I think they know that they are absolute priority for us.”
Baumgaertner added that seeing Community thrive in Athens has helped her give back to the community that welcomed and supported her.
“I came here from Germany in the late 90s as an exchange student, and I just loved Athens and it really changed my life in a way to live here,” Baumgaertner said. “Being able to make a living here with my own business and hopefully giving back to the community in that way, that makes me very happy that I’m able to do that.”
