Three years ago, Delilah Snell decided to make a change. As executive director of The Grain Project, a not-for-profit organization supporting communities through local farmers' markets, she found it ironic that much of the organization's material was being printed on virgin paper that was cut, produced and shipped from hundreds--if not thousands--of miles away.

The more she looked, the more she saw a need for truly sustainable products and services. So in 2006, she opened her own retail store, The Road Less Traveled, in Santa Ana, Calif. Her goal was to create a place where consumers could buy environmentally friendly products and get the information they needed to implement their own sustainable solutions.

"It wasn't enough to just sell green products," Snell says. "I wanted to build a space that reflected those products." To do that, she first had to become an expert herself. Researching everything from low-VOC paints to organic vegetables, Snell built a store that doesn't just sell green; it is green.

Located off Interstate 5 in the heart of Orange County, The Road Less Traveled has the charm of an old general store combined with the information-rich resources of the 21st century. Over the past three years, Snell has built an establishment recognized by locals as one of the green retail stores and resource centers in the region.

The Road Less Traveled is a cross between a boutique and a do-it-yourself store. It features an eclectic array of products, ranging from free-trade baby shower gifts and biodegradable plastic bags to sustainable cleaning products and green building materials. However, the crux of Snell's business is conducting educational workshops for those interested in learning more about living--and buying--sustainably.

Her phone rings constantly with calls from people seeking information. They might want to know which certified organic farm her Community Supported Agriculture shipments come from (Morning Song Farms) or where to find biodegradable disposable cutlery (To-go Ware). Snell answers them all.

During these tough economic times, when corporate giants are closing shop, The Road Less Traveled is managing well. Although affected by the economy, Snell says her core philosophy of saving up during good times and living within her means during bad times has kept her in the black since she opened her doors. The Road Less Traveled has tripled in size since 2006.

"From the very start," says Snell, "I've always asked myself, 'How efficient and lean can this business be while still fulfilling our objectives and being green?' "

For example, Snell says, she uses passive solar--only two lights are on--to light her store. That keeps things cool in the summertime and keeps her electric bill around $75 per month. She also splits utilities, such as cable for her computer system, with fellow tenants in her building. Because she shares the cost with her neighbors, her business enjoys internet access for $10 per month.

Such enterprising thinking is part of what contributed to The Road Less Traveled's initial success--the store quadrupled in sales during its first year in business--and has helped the store weather the economic storms ravaging traditional retailers. Snell says her current sales are actually up more than she had expected or budgeted for and predicts "a time of real growth" for her business. She hopes to open a second store in 2010 or 2011.

In addition to being environmentally friendly, Snell also tries to give back to her local community. She works with Providence Community Services, training young men and women transitioning from foster care to the work community and then taking them on as interns to learn the ins and outs of retail sales. Although the internships are unpaid, she gives each intern a biweekly organic vegetable basket from Morning Song farm--a deal in which "the farmer wins, the interns win and the store wins."

Today, more and more retailers are starting to look at business in terms of environmental and social responsibility. Everyone--from retail giants such as Wal-Mart and Macy's to local mom-and-pop retailers--is exploring the cost benefits, marketing advantages and overall "rightness" of going green and of meeting an increasing demand by consumers to provide products and services that are good for the environment and for the community.

Green retailing has been more than a good career move for Snell; it's been an outlet for her to do something extra. "I can still do good for my community," she says, "and do it while I'm making money." If you are considering sustainable (green) retailing, consider this:

1. Walk the talk. Be honest; be transparent. Don't try to pass your store off as being "green" if it's not. In Snell's case, the fact that she took the time and effort to make her store as "green" as possible--using low-VOC paints, passive solar lighting and other sustainable practices--gave her credibility with her customers . . . and paid off in sales.
    
2. Develop an expertise in your product. Many products claim to be eco-friendly, but not all of them are. Merchants are just as susceptible to greenwashing as consumers, so do your homework. Look for third-party certification from a reputable source, such as EcoLogo or Green Seal, to make sure your products really are as "green" as they claim to be.
    
3. Build a gathering place, not just a store. Many niche-market retail stores become seasonal shopping stores--places where people only go for special occasions or during the holidays to buy specialty gifts for friends and family. By offering regular workshops, year-round "green" events and other community activities, Snell has positioned her store as a place where people can get together on a weekly or monthly basis. Many end up buying something while they are there.
    
4. Look for creative ways to finance your business. You might be able to split the costs on certain items, such as utilities, with your neighbors or barter for goods and services rather than pay full price.
    
5. Network with other sustainable business people in your local community. Share information and know-how in your respective areas of expertise. Check out the Green Chamber of Commerce or your local Green Drinks chapter. Or find out if there is a green retailers Meetup group in your area.

For more information on sustainable (green) retailing, go to: The National Retail Federation's Sustainable Retailing Consortium.