Best-selling tea towel maker’s business model hangs by this thread: ‘the more I give back, the more I’ll succeed’

​​Elene Banks, founder of Kansas City-based Absorb-Lumen, turned her boutique clothing store into a mission-driven business that puts eco-friendly kitchen essentials in the spotlight, all while giving back to the community through a charitable business model.

“It was a happy accident,” Banks said, “We started a boutique online and tried to carry tea towels from another place. They told us no, so we thought, ‘Why don’t we try to make our own?’”

Her first KC ICONS designed tea towel — featuring a tour of local landmarks that make the city special like the Plaza, Jazz Museum, and Union Station — sold out quickly at the Kansas City Holiday Mart.

From there, sales soared, Banks shared.

The tea towels flew off the racks at Shop Local KC locations, reported Katie Mabry van Dieren, who unpacked fresh boxes of Absorb-Lumen to restock her store’s supply just as quickly as shoppers pulled them down and walked to the register, the retailer and popup organizer said. Items inspired by Kansas City football were among the most popular.

Banks was even recognized by Made in KC as a finalist for the local-first retailer’s inaugural “New Maker of the Year” award in December.

Click here to shop Absorb-Lumen’s collections online.

Festive and Kansas City football-inspired Absorb-lumen towels at Shop Local KC; photo by Tommy Felts, Startland News

Reusing is just a piece of the cycle

Absorb-Lumen’s product line includes beeswax wraps, reusable grocery bags, and Swedish dishcloths, all designed to reduce kitchen waste and eliminate single-use plastics. 

Mind Your Own Beeswax Rolls Stadium Grub from Absorb-Lumen

Some products are even crafted from recycled water bottles, a task that presents unique challenges for a small business.

“We do the best we can with trying to get those threads. It’s harder for small businesses because sustainable options are often more expensive or require large minimum orders. But everything we introduce is meant to decrease plastic waste in the kitchen,” said Banks.

The company’s impact extends beyond its product line, with a business model that incorporates charitable giving. For every two towels purchased, Absorb-Lumen donates one to local organizations, including Kansas City-based nonprofits like Mother’s Refuge and Flourish, which provides furniture to underserved families.

“My heart is especially committed to breast cancer research,” said Banks, who’s mom and sister both have experienced the disease. She donates towels with the breast cancer awareness ribbon to KU’s Breast Cancer Center for women undergoing chemotherapy. 

“Seeing that symbol in the kitchen can bring a sense of encouragement and hope,” she said.

Click here to read more about Absorb-Lumen’s mission.

Expansion with a local touch

Absorb-Lumen plans to branch out to other cities, including St. Louis, Columbia, and Dallas, with designs that reflect their local culture and landmarks.

“We research what’s special to each city because it’s about more than just a pretty towel. When someone sees a design — like the Plaza Lights or a local fishing scene — it sparks a memory or connection,” she said. “That’s the goal: to create something practical but also deeply personal.”

Despite the company’s growth, Banks remains hands-on in operations. With help from her family, she manages everything from packaging to deliveries and often seeks volunteers to assist with donations. She’s currently looking for volunteers for towel-drop offs.

“It’s pretty much me and a few others. If people can take an hour of their day, maybe once a year, to deliver towels to charities, it would make such a difference,” she said.

As an entrepreneur, Banks is driven and motivated by the lives her business touches, she said; it keeps her going. Her ultimate goal is to achieve a one-to-one donation model for every towel sold.

“I’ve been told a lot that this isn’t a good business model,” she admitted. “But I believe the more I give back, the more I’ll succeed — not just financially, but in making the world a better place. I want my four sons to see that success isn’t just about money; it’s about making a positive impact.”