What’s Good®

Rochester Business Journal Staff//November 21, 2025//

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What’s Good is an eco-store offering sustainable home goods, personal care items, bulk refillable goods, and gifts for all shades of green.

Number of Years in Business: 6

Female Company Head: Jennifer G. Young, Founder

What does it mean to you to be a women-owned business?

One of the joys of being a woman-owned business is being part of a community of other women-owned businesses. You don’t have to look any further than social media to see tags, shout-outs, reposts, and positive comments from owner to owner. If you need advice or you’re looking for new team members or you need the name of an insurance broker, someone is always there to support you. We applaud each other, we collaborate, we comfort, and we push each other to do better.

What challenges have you faced as a women-owned business?

The same challenges faced by most microbusinesses — chief among them, capital. Statistics show the average loan amount for women-owned businesses is significantly less than for men, and women receive only 2.4% of venture capital funding. As a result, women more often rely on personal funds to grow our businesses. That’s staggering when you consider women represent 43% of small business owners. Any investors reading this? Let’s talk!

How do you support women in your business and community?

All of our team members are women. The majority of our 400-plus products come from women-owned or women-led businesses. Twenty of our local vendors are women-owned. Our featured nonprofits often benefit women. The majority of our customers are women seeking healthier options for their families. We host community-wide events that support our fellow women-owned businesses. Our workshops are women-led.

What goals do you have for your business for the coming year?

In 2026, we will be deepening and expanding existing product categories, and we will continue to plan for our next retail location.

What recent accomplishments are you most proud of?

We’re still here! Seriously, this year brought its share of bumps, from local construction to economic uncertainty and tariffs. It’s been an exercise in staying nimble as needed. But it’s more than that. Every day customers tell us how thankful they are for what we do for people and planet. This feedback fuels us — and helps me sleep at night. That and knowing we have had 23,000 orders to customers in 49 states and 24 countries — each making the world a little healthier.

This profile is part of our Best Women-Owned Businesses for 2025. Information used in this profile was sourced from the honoree. View the full list at rbj.net.