As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Lauren Anders Brown.
Aida Rejzovic is a passionate entrepreneur, advocate for sustainability, and the visionary founder of Sassy Organics, an Australian online store championing ethical, cruelty-free, and eco-conscious living. Her dedication to promoting healthier lifestyles, environmental conservation, and animal welfare has shaped every aspect of her business journey.
Aida’s inspiration for founding Sassy Organics stemmed from her personal commitment to living an organic lifestyle, coupled with her desire to make a positive impact on the world. She recognised a growing need for transparency and accessible ethical alternatives in the market. In 2016, she launched Sassy Organics to empower consumers to make informed choices that align with their values – offering products that are free from harmful chemicals, cruelty, and unsustainable practices.
Under Aida’s leadership, Sassy Organics has flourished into a trusted brand, boasting over 2,500 products curated from ethical suppliers around the globe. Sustainability is at the core of her business, with initiatives including eliminating plastic packaging and supporting nonprofit organisations such as Lamb Care Australia and Sea Shepherd.
Aida’s commitment to purpose-driven entrepreneurship has earned her recognition in Australia’s ethical business landscape. Customers often praise her authenticity and integrity, which have fostered lasting customer loyalty.
Beyond business, Aida is deeply motivated by her vision to inspire others to lead conscious, intentional lives. Her dedication to ethical values continues to drive her mission to create a healthier planet, one purchase at a time.
In this interview, she reflects on the pivotal moments, hard-earned lessons, and defining wins from her journey in building thriving online ventures.
What inspired you to start your business, and what problem were you passionate about solving?
The inspiration for Sassy Organics came from my passion for promoting healthier lifestyles, sustainability, and animal welfare. I wanted to create a business that empowered individuals to make conscious choices. I realised there was a gap in the market for a trusted store offering organic, vegan, and cruelty-free products all in one place, while supporting people’s ethical and wellness journeys. The problem I was passionate about solving was helping consumers break away from harmful chemicals, unsustainable practices, and exploitative industries by providing better alternatives.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Since launching Sassy Organics, the business has grown immensely, both in product offerings and reach. We started with a smaller selection and have now curated over 2,500 carefully sourced organic, vegan, and cruelty-free products. One of the key decisions that drove this growth was staying true to our values. Transparency and sustainability shaped how we approached every aspect of the business, from packaging choices (eliminating plastic satchels) to partnering with charities like Lamb Care Australia and Sea Shepherd. Additionally, investing in customer education about ethical shopping was pivotal.
In your view, what truly sets your brand apart in today’s competitive market?
Our commitment to organic, vegan, cruelty-free, and sustainable practices sets Sassy Organics apart. Unlike other retailers, we are not just a store – we actively advocate for conscious living and prioritise the health of our customers, the planet, and animal welfare. Every product in our store is thoughtfully curated to align with these values. Furthermore, our focus on building meaningful relationships with customers has led to incredibly loyal repeat buyers who trust us for quality and integrity.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
One of our most effective marketing strategies has been leveraging authenticity and transparency. From sharing our values openly to highlighting the ethical standards of our products, customers feel connected to our brand because they trust us. Collaborations with charities and meaningful content around sustainability have also resonated deeply with our audience – people want to support brands that care about the planet and their health. Word-of-mouth referrals are another vital aspect, as happy customers often spread the word about our offerings to like-minded individuals.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to our audience involves continuous engagement through social media, emails, and surveys. By responding promptly to inquiries and actively listening to feedback, we ensure we’re aligned with their expectations. Regular updates on sustainability trends and ethical living tips also keep our audience informed and inspired. Most importantly, maintaining transparency about our processes and values fosters a sense of trust and personal connection that resonates deeply.
What’s one branding move or campaign that helped elevate your business to the next level?
A major branding move was highlighting our dedication to sustainable packaging. Eliminating plastic satchels created a lot of buzz among conscious consumers and positioned Sassy Organics as a leader in ethical retailing. Additionally, receiving prestigious awards and being recognised as one of Australia’s best organic and cruelty-free stores elevated customer trust and increased visibility on a larger scale.
What does success look like for you, not just in numbers, but in purpose or impact?
Success for me is about making a tangible difference – helping customers lead healthier, more sustainable lives while encouraging a shift toward ethical consumerism. It’s incredibly fulfilling to know every purchase at Sassy Organics not only supports customers but also contributes to environmental conservation and animal welfare causes. Numbers and metrics are important, but seeing repeat customers and receiving heartfelt feedback is the true measure of success.
How do you personally define success, beyond revenue and growth metrics?
For me, success is about alignment with my values. It’s knowing that the work we do at Sassy Organics has an impact – whether that’s raising awareness about cruelty-free products, reducing plastic waste, or supporting charitable causes. Building strong relationships with our customers and seeing them return because they genuinely trust our brand is also incredibly rewarding.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Early on, we faced challenges in building trust among customers who were accustomed to conventional brands. The turning point came when we doubled down on educating customers about the harmful effects of certain mainstream products and the benefits of ethical alternatives. By focusing on transparency and value-driven messaging, we were able to carve out a niche and establish Sassy Organics as a trusted source for high-quality products.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Starting my day with gratitude and mindfulness really helps to keep me grounded. I dedicate time to organising priorities, whether that’s through journaling or checking progress on business goals. Staying connected to the “why” behind Sassy Organics – promoting conscious living – motivates me daily, and engaging with customer feedback or success stories always reminds me why I love what I do.
How do you approach innovation and risk in your business strategy?
I approach innovation by staying abreast of trends in sustainability and ethical consumerism while being open to feedback from customers. Risk is approached with measured confidence – I only make decisions that align strongly with our core values, even if it means stepping away from trends that compromise those values. For example, choosing not to promote certain popular products because they fail to meet ethical standards was a gamble that ultimately reinforced customer trust.
What advice would you give to someone starting a business in today’s fast-changing digital world?
First, stay true to your values and your mission – it’s what will set you apart. Second, focus on building trust with your audience through transparency and authenticity. Finally, invest in creating meaningful connections online, whether through social media, email marketing, or thoughtful content creation. In today’s digital world, customers are looking for brands they can trust and feel personally connected to.
Where can our audience connect with you and learn more about your work or offerings?
I’d love for your audience to connect with me and explore Sassy Organics! Visit our website at www.sassyorganics.com.au or follow us on Instagram and Facebook for updates, promotions, and tips on conscious living. We’re always happy to engage with our community and share ideas about ethical and sustainable lifestyles!
