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Our Story 

Naturally Ethical: Your Eco-Friendly Destination in Ruthin, North Wales


Welcome to Naturally Ethical, an independent business deeply rooted in the heart of Ruthin, North Wales. We take pride in offering you the best of both worlds - the convenience of online shopping and the warmth of a town centre store. Whether you choose to explore our online shop or visit our brick-and-mortar store, please know that your custom is incredibly important to us, and your shopping experience matters.


At Naturally Ethical, we are parents just like you, driven by a shared commitment to leave a better world for our children and future generations. Our journey began with a simple question: How can we make sustainable living more accessible to all? We embarked on a quest to uncover green solutions for baby and home, including reusable cloth nappies, eco-friendly cleaning products, cruelty-free toiletries, and reusable kitchen essentials, all designed to reduce plastic consumption.


During our search, we encountered some fantastic online retailers and like-minded communities. However, we couldn't help but notice the scarcity of physical stores that shared our ethos. And so, the concept for Naturally Ethical was born.


Our mission is clear: to provide a welcoming space where you can explore sustainable alternatives for your family and home. We're more than just a store; we're a hub of inspiration and information, here to assist you on your journey toward a more eco-conscious lifestyle. Our commitment to ethical and sustainable products remains unwavering, ensuring that every choice you make contributes to a better world.


Join us in making sustainable living an effortless and enjoyable choice. Explore our online shop or pay us a visit in the heart of Ruthin. At Naturally Ethical, your values are our values, and together, we can build a brighter, greener future.


Thank you for being a part of our journey.

Our Ethos

At Naturally Ethical, we understand that making ethical choices isn't always straightforward and can sometimes come with a higher price tag. That's why we're committed to offering you quality items that provide excellent value for your money. We've dedicated time to meticulously research the green and ethical credentials of the brands we stock, and we will only collaborate with companies that align with our ethical principles.


What sets us apart is our personal touch. We personally own and use products from all the brands we carry, giving you the assurance that we wholeheartedly believe in the items we sell.


Our commitment extends beyond the products themselves. We are deeply committed to reducing plastic waste and promoting recycling. That's why all our online orders are packaged in recycled materials. While it may not be the prettiest packaging, it's much friendlier to the environment, and it allows us to keep packaging costs in check without passing them on to you, our valued customers.


We aim to simplify your shopping experience, making it hassle-free and enjoyable. Our postage prices are fair, and we guarantee swift order processing. If you visit our physical store, you'll receive a warm welcome. We have a delightful display of clothing, toys, toiletries, and various other ethical treasures. Our passion for ethical shopping runs deep, and we're always happy to chat with you about it. If, by chance, we don't have exactly what you're looking for, we'll gladly recommend other ethical retailers who might.


Lastly, we not only prioritise the ethical standards of our brands but also the well-being of our team. We believe in treating our team members fairly, recognising and rewarding hard work, and providing genuine support and appreciation.


Join us in our mission to make ethical living accessible, affordable, and enjoyable. Thank you for being a part of the Naturally Ethical community.


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