We had the good fortune of connecting with Jennifer Karuletwa and we’ve shared our conversation below.
Hi Jennifer, what was your thought process behind starting your own business?
The idea of Ground Down came to me while I was on a yoga retreat. I’d been a yoga practitioner for over 20 years and realized I wanted to start sharing the benefits with others. The concept grew during Covid quarintintine, as I had to start practicing in my living room since yoga studios we’re closed. My son would sometimes watch and sometimes join in. I realized yoga is something that can be brought into the home and incorporated into a lifestyle. Its not jus about going away twisting yourself into a prettzle and then coming back home. I’m also adament about expressing + living ALL aspects of yoga, not just asana (postures) which is how most of the western world has intrepreted yoga. Yoga is a spiritual practice that can also be taken off of our mat, guiding the choices we make to live more authentcally through the decisions we make and how we spend our money. I’m looking forward to growing the brand beyond yoga instruction, we’re planing on creating our own products, curating other brands and giving back to communities that don’t have access to yoga.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I started my career in fashion as a designer 20 years ago and have worked in the industry in many differet capacities including designer, stylist, business development and trend forecasting. My focus was always about making the outside look good and most recently and the inspiration for Groud Down was switching that focus to the inside. As I became more aware of some of the negative impact fashion was having on the environment it felt like the right thing to do was to support sustainable fashion brands and a more sustainable lifestyle through plant based eating and purcasing products that are made fairly and are sustainable to reduce consumption. Design is still important to me, but I beleive we can create and consume more conciously to be kinder to the planet and each other.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Hiking at Runyon Canyon Brunch @ The Malibu Cafe Lunch @ Malibu Farm Sound Bath @ The Integretron and Lunch @ The Parker Palm Springs The Broad Hauser and Wirth Gallery visit + Dinner @ Manuela Bike ride along Santa Monica bike path
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My husband Jack for his encouragement and support. In addition, Andrea Marcum, my teacher and mentor, I’ve been a student of Andrea’s for over 10 years and her guidance in my own practice and as a teacher has meant the world to me.