Ashley Etling, Founder and CEO of Limeloop
Founder and CEO of Limeloop

Meet Ashley from LimeLoop

At UpChoose we are huge fans of Limeloop, a company pioneering smart and reusable packaging. If you're an UpChoose member or follow us on social media, you have seen and used the Limeloop packages time and time again. We have been inspired by their work and are excited to introduce you to the founder who is also a new mom and UpChoose member!

What’s your name? Any nickname?

Ashley Elizabeth Etling and was called "The Bird" growing up. Mostly because I loved being up high and observing :) My uncle even had a song, but I will save that for another day. 

Live in? Grew up in?

I grew up in St. Louis, MO, and quickly took to the Arch, symbolizing the Gateway to the West, and moved West. I spent most of my 20's in San Francisco, living abroad, and now happily reside in the Colorado mountains with my family. 

You’re the mom of...

Aven William's aka Mi Amore.

 Ashley and Aven.

You started Limeloop, a company that is pioneering smart and reusable packaging. What made you want to start LimeLoop and focus on the issue of sustainable packaging? Was there an "aha" moment or a specific event?

I designed a reusable shipper over 10 years ago and rediscovered the shipper during a beautiful collision of events. I was unpacking boxes that happened to have the reusable shipper in them. At the same time, I was indulging in research on the growth in e-commerce. Amid packages piling up at our front door, I was chatting with one of the coolest and smartest engineers of our time, Chantal Emmanuel. The collision of the two of us is what sparked smart reusable packaging. 

What's most exciting and most challenging about building Limeloop? Can you give us an example of something you are most proud of that you were able to accomplish?

Being a part of building a smart future where future generations, such as Aven, will thrive. And wow, is that a more significant challenge than I ever imagined. I feel lucky to say there are so many accomplishments to be proud of, but it comes down to the people all and all. I have been fortunate to solve big problems with incredible people such as Ali, the co-founder of UpChoose, inspiring customers such as Toad & Co, my co-founder Chantal, and all of our family friends that come together to support our dreams.

We see a lot of initiatives around compostable packaging or recycling cardboard boxes. Why did you decide to focus on reusable mailers instead? Can you tell us more about how your mailers are made? What are the benefits for companies and for customers?

Second to eliminating packaging all together it is the best option for creating a sustainable future. The mailers are designed with cradle to cradle and form and function at the forefront. It begins with the problem and leads to the materials and the people we work with. This allows us to contribute to a smart future and decrease frustrations with sending and receiving packages. Imagine a day when you no longer have to un-tape or break down a box.