Our Story and Actions
In these important times, we are using our creativity and resources to create products, gather information, and bring people together to encourage action that celebrates and protects our public lands.
Click here to explore our products — 100% of profits from these items are donated to public lands protection.
Your True Nature was born in 1999, founded by Ilan Shamir in the heart of Colorado. It began not as a business plan, but as a quiet conversation between one man and an ancient tree. At a time when Ilan was facing deep personal challenges, he found himself resting against the sturdy trunk of a 100-year-old cottonwood. He asked the tree for wisdom—and, in the stillness, he felt its gentle reply.
The tree spoke in simple truths: Stand tall. Stand proud. Sink your roots deep into the Earth. Reflect the light of your true nature. Go out on a limb. Drink plenty of water. Remember your roots. Enjoy the view!
Those words, full of hope and quiet strength, became the seed of Your True Nature, a sustainable company that would grow to inspire millions. What started as a single moment of connection has blossomed into a collection of over 300 pieces of Advice—words of encouragement and wisdom drawn from the voices of nature itself: Advice from a Tree, Advice from a Butterfly, Advice from a River, Advice from a Bear, and so many more.
Through bookmarks, magnets, greeting cards, T-shirts, pillows, mugs, stickers, blankets, and signs, these messages have traveled far and wide, bringing hope, humor, and the gentle nudge to live more fully and kindly. At the heart of the company is the love of nature’s abundant treasures. Our products capture beauty, essence, and respect—and inspire us with hope.
But Your True Nature’s story is not only about words—it’s about action. In gratitude for the gifts of the Earth, we have planted and cared for over 150,000 trees, honoring the forests that provide paper and wood. And with our 100% Replanted Program, we ensure every 217 lbs of recycled paper is replaced by a new seedling.
We proudly belong to 1% for the Planet, donating a portion of every sale to environmental organizations that protect our world. Each Advice product gives back:
- Advice from a Salmon – supports salmon restoration efforts.
- Advice from the Night Sky – helps protect our starlit skies through Dark Sky International.
- Advice from a Tree – nurtures reforestation projects.
At the heart of our company are its people—treated with kindness, respect, and a deep belief in the power of collaboration. Flexible schedules, meaningful work, and creative opportunities are part of everyday life at Your True Nature. Employees share their own wisdom, helping to shape both our products and a sustainable business that spreads messages of hope and inspiration around the world.
From one man’s quiet moment beneath a cottonwood tree to a thriving movement encouraging people to care for themselves, each other, and the Earth—Your True Nature reminds us all to Enjoy the View!
