Woman-owned Green Giftz marks 35 years of sustainable innovation

When Karen Scarpino launched what would become Green Giftz in 1989, the branded merchandise industry relied on a simple model: mass production, standard products, and little discussion of environmental impact.

Scarpino noticed how often promotional items were treated as disposable, and she wanted to rethink that focus on volume rather than value. Over the decades, her vision has evolved into a certified woman-owned business based in Grand Rapids that takes a different approach. 

Instead of ordering from catalogs, she began sourcing scrap materials from local manufacturers. She has transformed leftover wood, fabric, and metal into custom promotional pieces. The idea was less about novelty than about reducing waste in a sector that produces millions of short-lived products each year.

Fortunately, the company’s early experiments in upcycling dovetailed with a growing awareness of sustainability in manufacturing. 

By working with local suppliers, Green Giftz found a way to keep materials in circulation while offering businesses alternatives to traditional giveaways. That approach resonated with clients. 

As the company celebrates its 35th anniversary this year, Green Giftz has found its success as a design-focused agency rather than a sales distributor. The focus is creativity and environmental responsibility, Scarpino says.

Rapid Growth caught up with Scarpino for a Q&A about her company’s milestone and the journey to get there.

Rapid Growth: You launched Green Giftz during a time when the branded merchandise industry looked very different. What inspired you to start the company, and what was your shared vision when you first set out on this journey?

Karen Scarpino: I founded Green Giftz with my husband, Lou, more than 35 years ago, when the branded merchandise industry looked very different. Our original business name was Promotional Impact, reflecting our belief that everything we did should have a lasting effect. Later, as our commitment to sustainability further differentiated us, we set up a DBA as Green Giftz, which is how most clients know us today.

Back then, I didn’t feel that most products available were high-quality or thoughtful enough.  Ninety percent of the industry’s products weren’t worthy of the brands we were serving. From the beginning, our goal was to sift through that clutter and find the 10% that truly reflected our clients’ brand and culture. When we couldn’t find what we needed, we would custom-manufacture it to meet our high standards.

The vision we shared was simple but ambitious: to create branded merchandise that wasn’t just promotional, but impactful, high-design, thoughtful, and sustainable. These are touchpoints of our clients’ brand that live on for years. We wanted products that told a story, created customer and employee experiences, and truly reflected the brand. Looking back, that commitment to curation and purpose has guided everything we’ve done and helped Green Giftz thrive for over three decades.

RG: Early on, you introduced the idea of using scrap materials from local manufacturers to create upcycled, one-of-a-kind branded gifts, which was a bold move for its time. Can you take us back to how that idea came about and how it helped shape Green Giftz’s identity as a sustainability leader?

KS: Early in our journey, a client who was a global leader in sustainability challenged us to create a promotional product that demonstrated how a furniture system was assembled and was environmentally responsible. In 2000, sustainable materials were extremely limited, and no other promotional product company in the United States had attempted this. We designed a fully custom Tinkertoy set that replicated a furniture system using unused post-production materials, creating what we believe was the very first sustainable promotional product packaged in recycled materials in the country.

This moment established Green Giftz as a true industry pioneer, showing that branded merchandise could be beautiful, functional, and environmentally responsible. It defined our identity as innovators in sustainability and high design, and this early commitment has led to referrals from many other leading global brands that we are proud to support.

Since then, we’ve designed and built custom sustainable awards and gifts for Chrysler. We’ve created mini replicas of LEED-certified buildings using scrap from the original construction and saved thousands of pounds of scrap fabric from the landfill by making countless bags, pouches, and tech packs. All of this is combined with our locally made, certified woman-owned business story.

RG: Over the years, Green Giftz has grown thanks not only to innovation but also to the dedication of the people behind it. How have your employees contributed to the company’s evolution and culture, and what makes your team so essential to Green Giftz’s success?

KS: Our employees make the impossible happen every day. They are the reason for our growth and success. We spend more awake hours with the people we work with than we do with some family members, so it is really important to genuinely like the people you work with.

At Green Giftz, we have a talented, collaborative, and innovative team that thrives on solving problems and delivering solutions for our clients. Our team cares deeply about getting it right and often goes above and beyond, serving as brand ambassadors on behalf of our clients. Many of our team members have been with us for years, giving us a depth of expertise and industry knowledge that allows us to serve our clients at a very high level.

Our culture is built on listening, creativity, and integrity. It is also strengthened by the ways we come together outside of work. For example, our entire team has participated in a walk to cure arthritis, showing up with spouses, kids, and even pets. Seeing such a large group of people come together for a cause reminded us of the commitment, heart, and energy our team brings every day. Our people bring our vision to life, and without their dedication and experience, we would not have achieved the scale of growth and impact we enjoy today.

RG: As a woman co-founder leading a certified woman-owned business, your story represents both entrepreneurial courage and creative leadership. How has your leadership style evolved through the years, and what values continue to guide you today?

KS: Over the years, my leadership style has evolved as I have learned from experience, from our clients, and from the incredible people on our team. My husband and I lead the company together, and in many ways, we lead like parents. Simon Sinek frequently compares leadership to parenting, and I can relate. We are continuously learning, continuously improving, and evolving to be better leaders.

We see potential in our team and have high expectations because we know they can achieve great things. We focus on mentoring, guiding, and empowering people to succeed.

The values that guide us are integrity, collaboration, and innovation. We listen to our clients, we solve problems, and we focus on delivering meaningful solutions. Leadership is about creating the conditions for your team to thrive while staying true to your purpose, not just focusing on profit.

For women entrepreneurs starting out or in the early stages, I would offer a few pieces of advice. First, do not underestimate the power of possibility. Set big goals, dream boldly, and be willing to take action that others will not. Second, invest in relationships. Your network is your net worth, and the people you surround yourself with will lift you up, challenge you, and open doors. Third, stay grounded in your purpose. Profit matters, but making an impact, serving others, and creating meaningful work will sustain you long-term.  If you want to be in the top 10% of your industry, you must be willing to do what 90% are not willing to do.  Finally, take care of yourself. Your health, your family, and your well-being are part of the foundation that allows you to lead effectively.