Sponsored by Oregon Business

Q&A with Shauna Alexander Mohr, co-founder of fair-trade jewelry store, Lucina

| Print |  Email
Archives - March 2007
Thursday, March 01, 2007

Photo by Charles Gullung


PORTLAND — Shauna Alexander Mohr, president and co-founder of Lucina, an online fair-trade jewelry company, believes consumers should know the history of each product they purchase. You won’t find any so-called conflict stones in Lucina’s collections, nor will designers scratch their heads when asked about the origins of jewelry components. Instead, the year-old company focuses on telling the stories behind the products.

How did you get into the jewelry business?
My background is in strategy consulting and economic development. I spent a lot of time working with co-operatives of coffee producers throughout Central and South America who were operating under fair-trade certification. I saw the difference that made for them on the ground, and I saw the burgeoning market here in the U.S., how people really responded to it. So I started looking around for a new business in which nothing was really happening yet and jewelry emerged as the one.

Where did Lucina come from?
Lucina is the Roman goddess who quite literally brought children “into the light of the world.” It worked on all the fronts I was looking for.  It was a beautiful word and its meaning evoked our mission in many different ways: illuminate, inspire and indulge.

Is there an advantage in being from Oregon?
It’s more predictable to be from somewhere else. But maybe in three years the most predictable thing will be that if you’re a socially conscious fashion company, people will assume you’re from Portland. I think that the community is receptive.

Do you think you will continue to be an online store with a few boutiques carrying your line, or will you open a Lucina store?
We’ll definitely keep the online store and we’ll just further distinguish what we carry online from what’s in the wholesale line.

Do you see an awareness of sustainability increasing in the next few years?
I think that’s part of the awakening that’s happening in jewelry, particularly when you look at precious metals, gemstones and diamond mining.

As awareness grows I think people will demand more of it.  I think that what shows up first for people is the human element because of movies like Blood Diamond.

Will Blood Diamond raise more awareness?
It already has. It spurs a lot of people to ask a lot of questions. That is where I see Lucina’s role. We do want to shed light on the origins of our products but we [also] want to be shedding light on the alternatives.

If you can make a choice that makes you feel really good about what you bought because you know it has an impact, then you’ve generated something that people respond to.

Then there’s energy behind it. Provide something for people to act on, provide something for people to be inspired by.

— Colleen Moran

Have an opinion? E-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it



More Articles

Counterpoint: CLT not as green as people think

Contributed Blogs
Wednesday, September 16, 2015
photo-flickr-glasseyes viewthymbBY GREGG LEWIS | OP-ED

The issue of green-washing remains a significant challenge to those of us who would like to see the building sector in this country do more than make unverifiable claims of sustainability. Transparency about the impacts of a given material is the only way to allow designers to make intelligent choices when selecting building products.



September 2015
Wednesday, August 19, 2015

Ben Kaiser holds his ground.


Up on the Roof

September 2015
Wednesday, August 19, 2015

In 2010 Vanessa Keitges and several investors purchased Portland-based Columbia Green Technologies, a green-roof company. The 13-person firm has a 200% annual growth rate, exports 30% of its product to Canada and received its first infusion of venture capital in 2014 from Yaletown Venture Partners. CEO Keitges, 40, a Southern Oregon native who serves on President Obama’s Export Council, talks about market innovation, scaling small business and why Oregon is falling behind in green-roof construction. 


Keep Pendleton Weird

October 2015
Monday, September 28, 2015

Eastern Oregon marketers refocus rural assets through an urban lens.


After the Orange Line

Linda Baker
Tuesday, September 08, 2015
090815-trimet-thumbBY LINDA BAKER

Alan Lehto, TriMet's director of policy & planning, shares a few thoughts on ride sharing and more nimble bus services.


Grain Food

September 2015
Wednesday, August 19, 2015

A Power Lunch at Bob's Red Mill Whole Grain Store and Restaurant.


The God complex

Linda Baker
Wednesday, September 30, 2015
093015-zydellren-thumbBY LINDA BAKER | EDITOR

The media coverage about Pope Francis must have put me in a Biblical frame of mind. Because after touring the latest phase of the South Waterfront development, a mind boggling 1.5 million square feet of office and retail space that will spring up north of the aerial tram over the next few years, I couldn’t stop thinking about the massive project as a modern day creation story.

Oregon Business magazinetitle-sponsored-links-02