Circular Commerce Rooted in Common Ground
Circular commerce cannot be done alone. For thirty years, brands, retailers, and marketplaces have tried, each on its own, each asking the others to do the right thing.
A loop cannot close that way.
It closes when every participant is connected, paid, and accountable, through architecture, not goodwill.
CirqTerra is that architecture.
When everyone profits from longevity,
everyone becomes invested in it.
Resale is now a $210B+ global market growing faster than primary retail. From California's SB 707 to the EU's Digital Product Passport, regulation across thirty-plus jurisdictions is converting circular obligations from voluntary to mandatory.
And yet the tracks don't connect. Some parties are paid: marketplaces collect fees, sellers cash out. But brands earn nothing on the resale of their own products. Retailers who do offer resale run it as a low-margin sidecar. Compliance is bolted on. Climate finance runs on its own line. The parties most needed to make circular commerce work aren't paid by it.
Values move some. Mandates move some more. Profit moves everyone.
The earth can't wait for a moral awakening. It needs an economic one.
We are building the rails for that.
A product is enrolled when it's first sold. Anywhere it later resells, at any marketplace or any retailer, the original brand and retailer receive their share automatically. Compliance reporting is generated by the transaction itself. Community and environmental restoration funds are paid in the same flow.
The loop closes by default, not by goodwill.
CirqTerra is the layer that connects the tracks. The common ground where brands, retailers, and the environment finally close the loop together.
An operator who lived inside the problem. A systems thinker who saw what was missing. CirqTerra is the answer we built.
Annette is the co-founder of CirqTerra and the founder of Uplift Consulting, a practice she built to bridge innovation, strategic partnerships, and community voice for nonprofits and social impact organizations. Her work spans nonprofit development, fundraising, program design, and mindfulness education, supporting organizations across special education, public health, child advocacy, the arts, habitat restoration, and environmental conservation.
Long before CirqTerra, she spent an extended period in a Buddhist monastery in Thailand, an experience that shaped how she thinks about systems, interconnection, and the kind of patience that produces genuine clarity. Each summer, she and her family live in the Sierra Nevada mountains. From that ridge she has watched wildfire smoke blur skies that were once clear, and felt the forest absorb losses that compound quietly and irreversibly. The urgency she brings to this work is not theoretical.
CirqTerra grew out of a conversation between two friends. When Erika Carter, founder of Ambit Attic, brought Annette in to think through how to scale what Ambit was building, Annette saw the infrastructure problem underneath it. Together they realized the solution wasn't just for Ambit. It was for every business like it.
Erika brings more than 20 years of e-commerce, merchandising, and category leadership to CirqTerra, with a track record built at some of the most demanding consumer brands in the world. At Nike, she drove $122M in revenue managing over half of kids' footwear volume and achieving 127% year-over-year growth, while founding the Nike Direct Concepts team from scratch, a cross-category initiative she identified, proposed, and built without a roadmap.
Before Nike, she spent a decade at Zappos building the kids' performance footwear category into a leading online destination, developing and mentoring merchant teams, and mastering the intersection of data, consumer behavior, and brand experience. Her background spans omnichannel strategy, DTC execution, product development, vendor negotiation, forecasting, and the kind of P&L ownership that turns vision into measurable growth.
She is also the founder of Ambit Attic, a sustainable fashion and home goods e-commerce business and the first enrolled partner in the CirqTerra network. Building Ambit gave her direct experience with the limitations of what a single mission-aligned store can accomplish alone. That realization brought her to CirqTerra. She doesn't come to circular commerce as an idealist. She comes as someone who has built a business around trying to solve the problem and now has the infrastructure to actually change it.
Mission alignment and depth of craft come first. Title, stage, and shape come later. If this clicks for you, the form below is the common ground where our tracks meet.
We're in active fundraising and active partnership conversations. If any of these fit, the door opens here.