Marilla's Mindful Supplies

Marilla's Mindful Supplies is a low-waste refill shop located in Rochester's South Wedge neighborhood at 661 South Avenue. Founded by Marilla Gonzalez, who spent nearly a decade working in natural health food retail, the business originally opened under a different name in downtown Geneva, NY around 2018 before rebranding. The Rochester location opened on August 25, 2023, marking the shop's second storefront. Gonzalez runs the business with her husband Joe Gonzalez, and their stated mission is to reduce waste by helping customers find eco-friendly solutions that fit into their existing routines.

The shop carries plastic-free and low-waste products across three main categories: pantry staples, personal care, and household cleaning supplies. A central feature is the reusable fill-up station, where customers can bring their own containers — or use ones provided by the store — to stock up on bulk items such as coffee, spices, pasta, candy, and dates. Beyond the refill bar, the inventory includes:

• Deodorant creams and shampoo bars
• Natural household cleaners and laundry sheets
• Reusable produce bags and food storage alternatives
• Feminine hygiene products and vitamins
• Pet care items

All products are ethically sourced, and many are locally made. The store also sells online through its website with local pickup available at both the Rochester and Geneva locations.

Marilla's Mindful Supplies has built its identity around making sustainable shopping accessible rather than aspirational. Gonzalez chose the South Wedge specifically because the neighborhood is walkable and affordable, aligning with her goal of serving a broad range of customers rather than only those already committed to zero-waste living. The shop's tagline — "Fill Jars Not Landfills" — reflects its practical, container-friendly approach to reducing single-use plastic one product swap at a time.

The store sits at 661 South Avenue, Suite D, in the South Wedge — a walkable, mixed-use neighborhood south of downtown Rochester known for its independent shops and restaurants along the South Avenue corridor. The area blends residential streets with small commercial storefronts, and the shop is accessible on foot from much of the surrounding neighborhood. Marilla's Mindful Supplies is open Tuesday through Friday from 11 a.m. to 6 p.m. and Saturday from 11 a.m. to 4 p.m.