Twice As Good started the way most great ideas do, by someone getting fed up. April Herz, our founder, spent years watching perfectly good stuff get tossed, overpaying for products wrapped like they were being shipped to Mars, and wondering why living sustainably felt like an elite sport. So she decided to build the kind of shop she wished already existed.

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The truth is, this wasn’t a sudden “aha” moment. April grew up with a mom who treated sustainability like second nature. Reuse it, fix it, don’t waste it. Those lessons stuck. They shaped how April sees the world, how she shops, and ultimately, how she built this business. Twice As Good is, in many ways, a continuation of the values her mom planted early on.

 

Armed with an art background, a sharp eye for quality, and a borderline-romantic relationship with thrift stores, April created a space where secondhand treasures, low-waste essentials, and genuinely good-for-you products all live under one roof. No greenwashing, no preachy vibes, just smart shopping with personality.

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Twice As Good is built on one simple belief: when you choose better, the world gets better. Your wallet wins, the planet chills out a little, and you walk away with something that actually fits your life instead of your landfill.

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This shop is April’s love letter to community, creativity, and not burning out the Earth because you needed deodorant.

 

Welcome to our world, let’s make sustainable living feel fun, accessible, and, well… twice as good.