The Conscious Consumer's Guide to Holiday Shopping with Sonal Patel-Cochran

Words: Sophie Leopold / Photography: Siobhan Egan / Styling: Bevin Valentine Jalbert

When leaning into intentional gifting habits, it’s easy to lose the task in trendy terminology. In late November, we sat down (via zoom) with Sonal Patel-Conchran, owner of Tribe by Sonal, to discuss her business, and defog some of the confusion clouding a green approach to shopping. Tribe, the collection of handmade vintage items, is entirely hand picked by Sonal from artisans around the globe. The store reflects a bohemian, wanderlusting spirit through bold colors and patterns--available to shop at two Atlanta locations, or anywhere in the country online.

Sonal began her retail career climbing the corporate ladders of big name brands before carving her own path as an independent entrepreneur. After realizing she needed a lifestyle change, helping friend Whitney, of Grace Graffiti in Brunswick, Georgia go wholesale gave her the confidence to take the plunge and start Tribe. Pre-pandemic, Sonal and her family were continuously setting off to explore far-flung destinations. “I’ve always been drawn to the artists' markets, bringing home things that are indicative to the region,” says Sonal. Today, the look and feel of Tribe still embodies her voracious appetite for travel. With the aid of technology, she’s remained in touch with existing contacts. On the internet, Sonal has been able to discover local charities and women’s cooperatives, which are often already involved with sustainable employment initiatives. 

Phrases such as “fair trade” and “ethical sourcing” are often thrown around, according to Sonal, even though their definitions are actually quite simple. Tribe defines fair trade by the business practices that support a living wage, proper working conditions, and the methods in which they source materials. Sonal said it takes thorough research to determine if a supplier meets these standards, by asking a lot of questions, she is able to get a sense for the maker’s values.

The explanation of ethical sourcing slightly overlaps. Again, it’s all about rigorous inquiry to find out if the work environment is clean, healthy, and safe. Sonal prioritizes building relationships with her vendors, and ensuring their employees are sufficiently compensated. Nearly every item at Tribe is made by hand, and Sonal allows the sellers to set prices in order to honor their time and artistry. Sometimes, after investigating the area, Tribe feels compelled to pay more, in efforts to give back and support those communities. By only ordering goods in small batches, Tribe also hopes to leave room for creativity. “We do our best to respect the process,” says Sonal.

Of course, personal shopping for family, friends, and self happens a bit differently than Sonal’s operations at Tribe, but an ethical outlook can be one and the same. Sonal admits going against the current of excess consumerism isn’t easy. “The change has to be a conscious choice, the mindset that you want your dollar to mean a little more,” says Sonal. 

Properly sourced goods often come at a premium, but Sonal urges it’s a worthwhile investment. The more we spend this way, the more we feel connected to the ongoing change. Start with simple shifts, such as browsing artists markets before the outlet malls. Intentional shopping can be as straightforward as putting money toward a more special gift instead of several little things. 

Beyond the holiday season, Sonal rejoices year-round in rented clothing. “You get the same thrill out of your system of buying something new,” says Sonal. But unlike a traditional purchase, the rotation of a subscription means pieces aren’t sitting around to collect dust after the initial excitement. Renting clothes, according to Sonal, also gives her wear access to interesting, higher quality items that would normally be too expensive to buy outright. From gifting to fashion, becoming an ethical shopper isn’t an instant overhaul, but rather an evolution of choices that add up to a lifestyle to feel great about. 

You can hear our full conversation with Sonal Patel-Cochran of Tribe by Sonal on Episode 11 of PS: The Paprika Southern Podcast. Be sure to check out Tribe by Sonal on the web and follow Tribe and Sonal on Instagram!