Meet Afterglow Market

Many moons ago, I briefly met Rachel Mirabella. She owned and operated an adorable shop that was the perfect backdrop for a bachelorette shower circa 2009. It was a magical evening shared with friends.

And then 15 years went by.

And Rachel popped back into my world, when my mom and dad dropped by her new shop, Afterglow Market. They called me gushing about how I needed to connect with this incredible female business owner. And worlds collided once again.

I am so excited to introduce you to Afterglow Market, the impact they are making on circular + sustainable fashion, along with the way they are changing the fashion landscape here in Indianapolis. So grab a cup of coffee and enjoy my conversation with Rachel!

Rachel, you and I met briefly years ago when you owned another Carmel-based retail store. Tell me about your journey to branch back into retail to open another brick-and-mortar shop focused on sustainable brands? What inspired you?

Hosting your bachelorette party was a delightful experience, and reconnecting after all these years has been a joy. My time at PillowTalk was fulfilling, yet presented numerous challenges. I hadn't anticipated re-entering retail, especially with a brick-and-mortar focus. Nevertheless, with my husband's support, both as a life and business partner, covering areas where I'm less adept, I felt called into this new venture. After taking a long break to focus on our family, the timing felt right coinciding with our youngest starting kindergarten. My passion for running a business, coupled with what we saw as an opportunity to affect positive change in the fashion industry, led us to where we are today.

I love this so much! How do you select the brands and items that you feature in your store to ensure they align with your sustainability goals?

Our commitment to sustainability involves a thorough evaluation of each brand's impact on the planet, people, and animals. Utilizing tools such as the "Good On You" rating system and Fashion Transparency Index by FashionRevolution.org, we ensure our brands align with our sustainability goals. However, we always remain open to outside opinions and feedback. Our longer term goal is to evolve our selection process to incorporate community feedback or delegate it to an external sustainability council, fostering a transparent approach.

Wow - having community feedback would be amazing. At the current moment, what sustainable brands are catching your eye?

We are thrilled to partner with brands like Pact, Toad & Co., and others, driven by the industry's increasing focus on sustainability. Our expectation is not perfection but a genuine commitment to sustainability and a continuous effort to improve and support the circular fashion movement.

Switching gears, you are part of the Ellen MacArthur Foundation, which is an incredible collective of businesses who are focused on advancing the circular economy. What was the process like to become part of this collective and what other cool things are some of the collective businesses doing?

Our affiliation with the Ellen MacArthur Foundation highlights our dedication to the circular economy, transitioning from the traditional linear model (Take-Make-Waste) to one that is regenerative by design. The application process involved a review of our business model and sustainability initiatives. Being part of this community offers invaluable networking opportunities, enhances our credibility, provides access to educational resources, allows us to influence policy, and facilitates feedback on our initiatives. This affiliation will become even more important as we expand our reach and resources.

You have so many incredible things going on with the store, but let’s start with the buy-back program, #Renew, where you purchase clothing back from customers. Can you share more about the goals of this program and how it benefits customers?

The RENEW program epitomizes our commitment to reducing landfill waste, promoting reuse, and advocating for circular fashion. By offering to buy back wearable items for resale, we aim to:

1.    Incentivize customers to purchase new and preowned clothing from sustainable fashion brands in the first place.

2.    Simplify the transition for customers to opt into sustainable fashion through a closed-loop system.

3.    Reduce the perceived cost barrier and long-term cost of sustainable fashion by offering store credits.

4.    Foster a sense of community among our patrons, transcending the traditional customer relationship.

Our tagline is "Shop. Love. Trade. Repeat." highlighting the importance of this program to our business model.

How can readers shop and participate in the #Renew program?

We have a detailed outline of our RENEW program featured here, now highlighting simplified online registration, free shipping, and local pickup options. This initiative is open to a growing list of over 50 approved sustainable brands, with special provisions for organizers like yourself to submit items from unlisted brands. Sellable items not on our list of approved brands are sold on Marketplace Facilitators such as eBay and Poshmark. 

This is gold for so many who have items they want to resell.

Beyond the shop, you’ve created a broadcast channel called AGM Live, with live shows every Wednesday. What can readers expect to find during the live show?

AGM Live offers an engaging mix of entertainment, education, and connection. We go live every Wednesday at 7:30pm EST, and showcase select pieces available for purchase, often at exclusive discounts for live viewers. We also use this channel for special events and new arrivals. AGM LIVE is broadcast on Instagram, Facebook, and our website.

The channel isn't solely about selling clothes; we want it to be a complete media channel - an extension of our personality and a transparent look at the humans behind AGM and those doing good in the sustainable fashion industry and beyond. 

The coming months will be very focused on integrating guests into our weekly shows from the sustainable fashion industry and other industries (like yourself) to provide diverse and actionable insights and bring multiple audiences together.

The Baer Minimalist will be participating in AGM Live on Wednesday, March 27 at 7:30 pm. Come hang with us!

Are there any upcoming events or collaborations that you're particularly excited about?

Our calendar is filled with exciting events, including complimentary yoga sessions, trunk shows, and more. A highlight is the upcoming sip-n-shop in April, a fundraiser for the Hoosier Environmental Council, which we eagerly anticipate. We are constantly looking for opportunities to connect the local community.

How do you envision the future of sustainable fashion evolving, and what role do you hope Afterglow Market will play in that evolution?

The sustainable fashion industry is poised for substantial growth over the coming years. We are dedicated to normalizing sustainable purchasing practices and wardrobe management, envisioning a future where these practices are mainstream. 

Our goal is to simplify the process for individuals to make choices that not only enhance their appearance and well-being but also benefit the planet and all its inhabitants. We hope that the approach outlined above, ensures that opting for sustainable and ethical options is effortless and rewarding for everyone involved.

How can we follow along on the great work that Afterglow Market is doing in the community?

Our doors are open Monday through Saturday, 10:00 am - 6:00 pm, and Sunday, 12:00 pm - 4:00 pm, with options for private appointments outside these hours.

The Baer Minimalist helps busy families create ORGANIZED + STYLIZED spaces throughout Indianapolis. Despite her love of fashion and does her best to support the circular fashion economy by renting clothing each month.

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Organized | RESOURCESMaria BaerThe Baer Minimalist, LLCsustainable, Clothing Rental, FashionComment