About

How cindersophia began

I discovered my passion for transforming spaces through decluttering, cleaning, and organising my own home. What started as a personal journey quickly became something much bigger as I experienced firsthand the positive impact that a well-organised space can have on daily life.

I studied Information Systems and worked as a web designer at Shopify, where I developed strong skills in systems thinking, problem-solving, and creating logical, user-friendly solutions. Interestingly, I've found that designing effective home organisation systems often requires the same skills as designing websites, sometimes even more. Every home is unique, and creating practical systems that fit a person's lifestyle takes creativity, strategy, and careful planning.

In today's busy world, tasks like decluttering, organising, and maintaining a home are often pushed to the bottom of the priority list. They're deceptively challenging, requiring time, energy, and decision-making capacity that many people simply don't have after managing work, family, and everyday responsibilities. Unfortunately, the longer these tasks are postponed, the more overwhelming they can become.

That's why I started my business. My mission is to empower purposeful lives through decluttering services, donation matchmaking, and ethical products. By helping people create organised, functional spaces and giving unwanted items a second life, I aim to make it easier for people to focus on what matters most to them.

What decluttering sessions look like

1. 🧺 Decluttering: I’ll clear out the clutter and transform your space into a more organized, functional, and beautiful place to be. You choose how hands on - leave it to all me and simply check the items I think can go, or allow me to assist you and teach you my decluttering ways (warning, I love to blab about decluttering to anyone that will listen, it really is life changing!). I also ensure that items to go are donated to someone in need or discarded/recycled responsibly.

2. 🧼 Cleaning: I’ll clean the space meticulously using eco friendly yet effective products to ensure a safe environment for you and me. From dusting and vacuuming to scrubbing and sanitizing, I’m dedicated to getting it done right. My keen eye helps me identify spots that often get overlooked, ensuring that your home not only looks and smells clean, but also feels fresh and inviting.

3. 🗂️ Organizing: I’ll create organization systems tailored to your lifestyle, ensuring your frequently used items are easily accessible, and less-used items are stored away neatly. I also enjoy making spaces more aesthetically pleasing using what you already have, without the need to buy anything new. It’s fun like solving a puzzle!

1 hour better (1 hr, virtual only) - pick a space, book a session, and we'll spend 1 hour together tackling it. You'd be surprised what your carved out time with my expertise can do. Clients commonly focus on wardrobes/kitchens/storage spaces, but the world's your oyster! We'll declutter, organise and set up systems to keep it clutter free. No making piles or stuff shuffling, we'll get (stuff) done and leave it much better than we found it. 

Half Day (3-4 hrs) - Great for a single room, wardrobe, kitchen, or a focused area. We'll keep what matters, let go of what doesn't, and find a proper home for everything.

Full Day (6-8 hrs) - For bigger projects, a full day gives us the space to go deep and declutter entire rooms, reorganise spaces, and build simple systems that stick. Most clients tackle 1-2 rooms in a full day session.

In-person sessions are available only in Auckland. Feel free to contact me if you have any questions via the contact page or via social media :)

How ethicali began

The idea for ethicali began when I tried to shop in a way that aligned with my values: fair to people, kind to animals, and sustainable for the planet, but I kept hitting compromises. One store was fair trade but sold fur, another was vegan but unsustainable, and others had ethical products but questionable supply chains.

I created ethicali to make ethical shopping effortless, so you don’t have to choose between values or scrutinize every purchase. Here’s to mindful shopping from a business that truly cares!

Ethical Products

We make ethical shopping easy. Our products are fair trade, vegan, and sustainable, offered at affordable prices. We partner exclusively with manufacturers who uplift marginalized communities and prioritize sustainability.

Declutter & Donate

Busy lives create clutter, and finding time to sort and donate unwanted items can be overwhelming. Our Declutter & Donate service makes it effortless, we declutter your space and ensure your items help those in need. Instead of traditional drop-offs, donations go directly to those in need.

Your choices have power, thank you for choosing to shop ethicali.

ethicali: empowering intentional lives through decluttering services and ethical products