In 2007, Gia Machlin founded EcoPlum, a green shopping rewards site, after finding that she wanted to do something greener and more rewarding. Machlin, who has worked in a variety of fields, realized she could conserve most in the area of consumerism — the site’s tagline is “Where it pays to buy green,” and it’s a practice she abides by. In 2007, Gia Machlin founded EcoPlum, a green shopping rewards site, after finding that she wanted to do something greener and more rewarding. Machlin, who has worked in a variety of fields, realized she could conserve most in the area of consumerism — the site’s tagline is “Where it pays to buy green,” and it’s a practice she abides by.