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giving

At the time of writing this (02/26/2026), our sales ledger is blank. There are bags of By Lamplight and First Light stacked in the corner, and the website has just been quietly pushed live, but the "total revenue" figure remains at zero.

We are at the very beginning.

In the world of modern commerce, it is common to wait until a brand is established: until the "impact reports" can be glossy and the numbers large: before talking about giving. But we wanted to do this differently. We wanted to write the commitment into the margins before the first page was even turned.

This page isn't a report of what we have done; it is a map of what we intend to do. We are sharing it now because transparency is most useful when it is practiced in the quiet, early stages, rather than as a post-script to success.

The decision to give half

The choice to give away 50% of our net profits is a deliberate structural decision. It is not a marketing tactic or a seasonal campaign. It is the reason marginnotes exists.

When we looked at how businesses engage with social and environmental causes, we found two common paths. There is the "one-for-one" model, which is easy to understand but often difficult to scale without unintended consequences. Then there is the "percentage of sales" model: often 1%: which is helpful but can sometimes feel like a footnote to the primary goal of accumulation.

We were interested in something more substantial.

So we chose a simple rule we can live with: if the business makes money after costs, we split the remainder down the middle. Half is reinvested to keep marginnotes healthy and growing. Half is set aside to fund the work our partners are doing.

By committing half of what we earn, we are saying that our growth is only as valuable as the restoration it funds.

Why net profit?

You might notice that we specify "net profit" rather than "per unit sold." This is a quiet but important distinction.

Giving a fixed amount per tin of tea sounds simple, but it can be risky for a small, growing business. If costs rise: if shipping becomes more expensive or the harvest price of Soft Refrain increases: a per-unit commitment could eventually threaten the business’s ability to survive.

If the business fails, the giving stops.

By basing our contributions on net profit, we ensure that the giving is sustainable for the long term. It means that as we become more efficient and more successful, the impact grows naturally alongside us. It allows us to be a healthy business that can keep its promises for years, rather than a fragile one that makes a big splash and disappears. It is about the "math to match the mood": making sure the mechanics of our business support the intentions of our hearts.

The practical connection: Water and Land

We are a tea company. This fact dictates where our focus should be.

Tea is a simple thing: leaves and water. Without healthy soil, the leaves do not grow. Without clean water, the ritual of tea is impossible. The connection between our product and our partners is not a poetic reach; it is a practical necessity.

We have chosen two partners who work at these primary sources: Water.org and Purpose on the Planet.

1. Water.org: The source of the cup

Access to clean water is the foundation of health, education, and economic stability. We chose to support Water.org specifically because of their WaterCredit model.

Instead of just digging wells: which can sometimes fall into disrepair if the community isn't empowered to maintain them: Water.org uses microfinance. They provide small, affordable loans to individuals so they can install their own water taps or toilets. The repayment rate is remarkably high (over 99%), and once a loan is repaid, that money is cycled back out to help another family. It is a quiet, dignified, and highly efficient way to create permanent change.

In the context of tea, this feels right. A cup of tea is a moment of peace, but that peace is only possible when the fundamental need for clean water has already been met.

2. Purpose on the Planet: The source of the leaf

While water fills the cup, the land provides the harvest. Purpose on the Planet works on grassroots environmental restoration using an "employ-to-restore" model.

They don't just plant trees; they hire local communities to lead the restoration of their own ecosystems. This provides stable income while healing the land. Whether it’s reforestation or ocean plastic recovery, their work focuses on the intersection of human dignity and environmental health.

As a brand that relies on the earth's bounty: from our loose-leaf blends to our glass infusers: supporting the people who care for the earth is a matter of basic responsibility.

A note on the beginning

It is easy to talk about 50% when there is nothing to divide. The real test will come when the numbers start to appear on the ledger.

We want to be clear: we haven't given anything yet. There are no certificates on our walls or "lives changed" counters on our homepage. We are starting at zero. The first contribution will follow our first meaningful profit.

By stating this commitment now, we are inviting you to hold us to it. Every time you purchase a Blind Date with a Book or a bag of tea, you are participating in this math. You aren't just buying a product; you are helping us see if a small business can be built this way.

We don't want to be a "hero" brand. We don't want to use the language of "saving the world." We simply want to be a thoughtful business that recognizes its place in the world. We believe that if you take something from the earth: like tea leaves: you should leave a note in the margin that says "thank you," and you should back that note up with half of what you made.

It is a quiet way of doing business, but we believe it is the right one.

Sources & Further Reading