Danou Charette: A Business Rooted in Sustainability
To celebrate its fifth anniversary, The Storyteller presents a series of portraits of clients and partners, highlighting their vision and commitment to a cause that is close to their hearts.
This month we interviewed artist and woodworker Danou Charette.
Danou Charette is a nature lover and an eco-responsible woodworker from the Outaouais region. Since 2017, he has been showcasing our forest’s heritage by giving a second life to previously cut wood or trees that have fallen due to natural events. For him, this wood has repurposing potential whether it’s dead, diseased, degraded, or of a less valued species.
Re-assessing our connection to objects
Inspired by his father and maternal grandfather, who were both woodworkers, Danou Charette has always felt a connection to the forest. His love of wood led him to reflect on how he used this raw material. Seeing the astronomical amount of furniture and raw materials that end up on the side of the road or in landfills, Danou came up with the idea of reusing and repurposing wood by creating unique pieces of furniture.
He feels that the furniture industry has changed dramatically over the years, mimicking the fashion industry where every season comes with a new collection. Just think of the decorating trends that quickly go out of style, driving people to buy more.
In addition to offering a durable, high-quality product, Danou’s creations rekindle the symbolic value of a family artifact: “I wanted to create an emotional connection with the object, as if it were part of the family,” he says.
This is how he came up with the idea of the certificate of authenticity and the environmental pledge, which accompany each of his creations and provide the owner with information on how to maintain, restore or repair the piece, as well as a statement inviting them to pledge not to throw it away. This helps ensure that this furniture lasts a long time and is passed down from owner to owner, and from generation to generation
The challenges of a sustainable business model
It takes determination to put sustainable development at the heart of one business’ structure.
According to Danou, the business world is unfortunately still rooted in a traditional economic structure, focused on profit and industrial production.
“On average, my wood takes a year to dry. I’ve been asked why I can’t find ways to speed up the drying process. But why go faster? I respect the natural cycle of things to avoid needlessly wasting energy!”
He would like to see more openness and support for entrepreneurs who want to adopt a different, sustainable and environmentally friendly business model. For Danou, the ideal business world would offer a diversity of entrepreneurial visions and perspectives.
Keep believing in your ideas
The feeling of swimming against the current can be discouraging. Danou Charette strongly advises all entrepreneurs to stick to their convictions, to constantly assess and remind themselves of the core values of their business.
He also advises them to consult different types of people, not just those who think like them. Talking to people who disagree with your ideas can get you back on track and ask yourself the important questions.
Going out and getting the support you need is also very beneficial. For Danou, the Carrefour jeunesse emploi de l’Outaouais was a great help in setting up his business.
Danou Charette has decided to put his values at the heart of his business. By creating eco-responsible furniture and art, he hopes to make a difference while raising awareness of a more forest-friendly way to consume. He is also currently working on a project that would eventually allow reclaimed wood to be sold to private individuals.
Working with The Storyteller
What types of projects have you worked on with The Storyteller over the years?
I first asked The Storyteller to write my story for my website. After that, I quickly realized that I needed help with my communications and marketing. Since then, The Storyteller has helped me with several projects, such as handling my monthly newsletter, product descriptions, blog posts, public relations, and more.
What features or qualities do you appreciate most about The Storyteller?
I appreciate their ability to understand me as a person! When putting my story down on paper, The Storyteller wrote things that I hadn’t even said, but that were true! I love the connection, simplicity and fluidity of our collaboration.
What are the positive impacts of working with The Storyteller?
On a personal level, The Storyteller has given me confidence. I’m the type of person who tends to slow down, but The Storyteller helps me gear up!
I also appreciate it when people tell me how much they enjoy my newsletter. It shows me how important it is to spread the word about my company and tell my story.
