We were lucky to catch up with Alex Luna recently and have shared our conversation below.
Hi Alex, thank you for being such a positive, uplifting person. We’ve noticed that so many of the successful folks we’ve had the good fortune of connecting with have high levels of optimism and so we’d love to hear about your optimism and where you think it comes from.
My optimism comes from witnessing our ability to come together as a community—not as an echo chamber where everyone agrees, but as a space where we recognize the humanity in one another. At our core, we are deeply connected. We all want the same fundamental things: to feel safe, to be seen and heard, for our kids to come home safely at the end of the day, and for our loved ones to have real opportunities at a good life.
This sense of connection starts with small, meaningful changes we can make every day. Whether we’re motivated to save the environment by keeping plastics out of the waste stream or to save money by choosing products that are good for us—free from harmful chemicals and carcinogens—our choices reflect a shared understanding.
The earth is what we all have in common. And that gives me hope. I’m optimistic because I see people recognizing that connection and working, in big and small ways, to nurture it.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
Hi! I’m Alex, and I believe
♥ A low-waste lifestyle should be accessible and affordable for everyone.
♥ We can leave this world better than we found it by making thoughtful decisions about what and how we consume.
♥ Everyone deserves to be part of a community where they feel valued, loved, and supported.
♥ Life is too short to take ourselves too seriously.
I started Kindred Vancouver with the hope of creating a space for like-minded folks to gather, connect, shop for low-waste products, learn, grow, share, and simply exist together. I can’t wait to meet you and learn your story.
Kindred opened its doors in September 2020. I often joke that Kindred was my “COVID baby.” Owning a shop had always been a dream of mine, though what kind of shop changed as I moved through different phases of my life. As a new parent during the pandemic, I became increasingly concerned about our disposable culture. The more I learned, the harder it became to ignore, and I wanted to help my community make meaningful changes.
I’m also passionate about empowering people to take care of themselves. Many of us have stories of healthcare systems failing us, but we can reclaim some agency by making our own products and medicines. Sharing that knowledge and helping others build confidence in caring for themselves and their families has been at the heart of Kindred since the beginning.
Recently, we had to relocate due to our previous location being deemed unfit for occupancy. Moving is never ideal, and doing so in November—one of the toughest times for retail—was particularly challenging. Still, I’m excited to rebuild momentum and refocus on what makes Kindred special: empowering our community with knowledge and tools to care for themselves in ways that nurture reciprocity with the earth.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, I’d say the three qualities that have been most impactful in my journey are resilience, adaptability, and a deep connection to my “why.”
Resilience: Running a small business is, without a doubt, the hardest job I’ve ever had. There are days when it feels like everything is against you, but resilience is what keeps you showing up. It’s the belief that what you’re doing matters and that even small steps forward count. For anyone just starting, my advice is to get comfortable with the discomfort. Challenges will come, but the more you embrace them as opportunities to learn, the stronger you’ll become.
Adaptability: If there’s one constant in small business, it’s change. From shifting markets to unforeseen circumstances (like a pandemic!), being able to pivot and think creatively is a game-changer. To build this skill, focus on problem-solving and stay curious. Don’t be afraid to experiment or let go of ideas that no longer serve you.
Connection to your “why”: Small business owners give everything to their work. It’s deeply personal, and it’s what makes our neighborhoods vibrant and unique. For me, the “why” is my belief in community, sustainability, and empowering others. When things get tough—and they will—being clear on your purpose will keep you grounded and motivated. My advice to others is to write down your “why” and revisit it often. Let it guide your decisions and keep you focused on what truly matters.
While I no longer tell people to start businesses lightly, I have more love and admiration for small business owners than ever before. These are the folks who create the character, connection, and vibrancy we all cherish in our communities. Without them, we’d be left with a world of online shopping and big-box stores, which sounds like an absolute nightmare.
If you’re early in your journey, remember to give yourself grace. Progress isn’t linear, and success isn’t instant. But if you lead with passion, stay adaptable, and never lose sight of your “why,” you’ll create something truly meaningful—not just for yourself, but for your community.
Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?
One book that has been hugely impactful in my development is Dare to Lead by Brene Brown. Most of us grow up in environments where shame and blame are familiar, whether we realize it or not. Brene’s work has helped me see how these dynamics play out, not just in our personal lives, but also in how we lead and interact with others.
A few lessons that have really stuck with me are:
“Clear is kind.” This reminder has transformed the way I communicate. Being direct and honest—while also being compassionate—can prevent so many misunderstandings and frustrations.
“Paint it done.” Setting clear expectations and defining what success looks like for everyone involved has been a game-changer, especially as a small business owner juggling multiple roles and relationships.
“The stories we tell ourselves.” Brene’s advice to examine the narratives we create in our heads—especially the ones rooted in fear or insecurity—has been so valuable. It’s helped me approach challenges with more curiosity and less judgment, both for myself and others.
I’m human, just like anyone else, and I’ve made plenty of mistakes along the way. Brene’s work has taught me to acknowledge those mistakes, learn from them, and move forward without being weighed down by self-criticism. That mindset has been instrumental in my growth, both as a business owner and as a person.
Contact Info:
- Website: https://www.kindredvancouver.com
- Instagram: kindredvancouver
- Facebook: https://www.facebook.com/kindredvancouver/
Image Credits
Emily Shirron
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