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June 7, 2011 12:06 PM

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LovingEco Makes Flash Sales Green

The latest addition to the flash sale site realm promises to live a green lifestyle. LovingEco, the flash sale site that launched Monday, gives members the opportunity to shop eco-friendly, Fair Trade and natural products at a discount of...

The latest addition to the flash sale site realm promises to live a green lifestyle. LovingEco, the flash sale site that launched Monday, gives members the opportunity to shop eco-friendly, Fair Trade and natural products at a discount of up to 70 percent off retail prices. LovingEcoSplashScreenShot.jpgLike Rue La La or Hautelook, LovingEco is a free members only site with limited-time, brand-specific sales happening on a first-come first-serve basis.

The site features anything from clothing, shoes and handbags to jewelry, candles and other housewares. First up on LovingEco's flash sales are eco-friendly brands Kenya, Cri de Couer, Stewart + Brown, English Retrends and Eko Miko Candles.

Founders Melinda Moore and Justine Lassoff, who both have backgrounds in digital media and integrated marketing, look at LovingEco as something personal.

"As a fashion-forward mom, with a young son, I deeply care about protecting the planet and created LovingEco to bring stylish, sustainable and affordable products to women everywhere," co-founder and ceo Lassoff told WWD. "I know that women are busy and do not want to compromise on style, so LovingEco provides a curated shopping solution for the modern-day, sexy woman and mother."

Moore, who serves as president of the company, added, "I have always embraced a natural lifestyle and this is a way for me to inspire other women to discover many innovative and stylish eco brands."

Adding to its socially conscious platform, the company will donate 3 percent of net proceeds to a charity picked by a weekly "Tastemaker," the first one being "The Office" actress Melora Hardin. The Tastemakers will also curate a selection of pieces on sale that week to be featured under the "Tastemaker Picks" category.

For more, visit lovingeco.com.

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