Mainstreet Maven: Anna Schoenduby
Owner: Latitudes Fairtrade Boutique, Staunton, VA
PROSPER
Photography: Cindy Fellows, October Grace Media
Walk into Latitudes Fair Trade in downtown Staunton and you immediately feel it: the warmth of purpose, the color of global artistry, and the quiet hum of community stitched together by compassion.
This isn’t just a retail store. It’s a movement with a front door and a beautiful window display.
At the heart of it all is Anna Schoenduby, a business owner, mother of two, and advocate for ethical retail. She doesn’t just sell earrings, scarves, and gifts—she tells stories. Global ones. Local ones. And her own, which begins with a little inspiration, a trip to Guatemala, and a family legacy that took root in dignity.
From Family Passion to Small-Town Purpose
Latitudes wasn’t Anna’s original idea—it was her mother’s. After visiting a women’s weaving co-op in Guatemala years ago, Anna’s mom returned to the U.S. with a suitcase full of handmade scarves and a big idea: to support these artisans by connecting their work to a wider market. That idea turned into a pop-up shop… which turned into a full-time business… which eventually turned into a second location in Staunton, run by Anna herself.
Back then, Anna was living in Staunton with a job she didn’t love and a growing itch for something more meaningful. “My husband owned a restaurant in downtown Staunton,” she recalls. “I loved how connected he was to the community—and I wanted that, too.” One night, sitting in his office, her next chapter came into focus. Why not bring Latitudes to Staunton?
Ten months later, she opened the doors.
The Store with a Global Soul
Latitudes today is 2,500 square feet of ethically sourced wonder: fair trade jewelry, apparel, home goods, baby gifts, journals, scarves, cards, chocolate, coffee, spices—and a whole wall of earrings.
Each item carries a story. All of them are handmade by artisans from the Global South—places like India, Nepal, Ghana, and Guatemala—through vetted fair trade channels. Every purchase supports a living wage, safe working conditions, and the kind of economic empowerment that transforms lives.
“Fair trade is about dignity. It’s about a hand up, not a handout,” Anna says. “Every piece in this store helps someone rise.”
And this isn’t just feel-good marketing. Latitudes works closely with Fair Trade Federation (FTF) and World Fair Trade Organization (WFTO) members—ensuring that products meet rigorous ethical and economic standards. Some of their partners were founded by former Peace Corps volunteers. Others are grassroots cooperatives on the ground. Either way, Anna does her homework. “If they’re not certified, we do our own deep vetting,” she adds.
Location, Leadership & Leverage
Anna didn’t just open a store—she built a cornerstone business. In just nine months, she’d outgrown her original 1,800-square-foot storefront. When the unit next door became available, her landlord—a supportive woman, no less—made it possible for her to expand.
Now, Latitudes anchors one of the busiest blocks in Staunton’s historic downtown.
“Location matters more than square footage,” Anna advises other aspiring shop owners. “Don’t skimp on location. It’s worth the investment.”
Today, she manages the business from afar—commuting once a week from Warrenton (a couple hours away) while raising her two small children. The rest of the time? Her “incredible staff” keeps things humming. “I put in my 60-hour weeks. I did the midnight merchandising. But now, I get to be a mom and a business owner. That’s the dream.”
“Location matters more than square footage,” Anna advises other aspiring shop owners. “Don’t skimp on location. It’s worth the investment.”
Earrings, Apparel & Expanding the Mission
The top sellers at Latitudes? Earrings. But after the expansion, Anna went big on ethically made clothing—an underrepresented category in the fair trade space, and one she believes in deeply.
“I love fashion. But I want fashion that doesn’t exploit people,” she says.
Clothing, jewelry, and baby items make up the bulk of Latitudes’ sales, with home goods, food items, and stationery rounding out the mix. The inventory is as joyful as it is thoughtful. Think handwoven blankets, recycled paper journals, block-print dresses, and ethically harvested coffee.
And yes—they have a growing online store, too. While most sales still happen in person, Anna and her team are ramping up digital marketing in 2025 to expand their reach beyond Virginia.
“I took a business planning class. I wrote a full plan. I looked at funding. I did my research. I didn’t rush—and I’m so glad.”
Advice for the Dreamers
For anyone sitting at their kitchen table wondering if they could do something like this, Anna’s message is clear: yes, you can—but take your time.
“It took me 9 to 10 months to open the store from the moment I said yes,” she says. “I took a business planning class. I wrote a full plan. I looked at funding. I did my research. I didn’t rush—and I’m so glad.”
She also urges future fair-trade shopkeepers to find their people. “It can be lonely to own a business. But there’s a strong, generous fair-trade community out there. The FTF hosts conferences, workshops, and even international sourcing trips. That support has been everything.”
Why it Matters
Latitudes isn’t just selling goods—it’s weaving a better world, one artisan at a time. And it’s proving something important: that a shop in a town of 25,000 can have global impact. That you can balance business and motherhood. That you can start small, stay scrappy, and scale with heart.
Anna’s story is the story of so many women shaping Main Streets across America—quietly, steadily, and with tremendous purpose.
📍 Visit Latitudes in Staunton, VA
🛒 Shop online: https://latitudesfairtrade.com
📣 Follow along: @latitudesfairtrade
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