In 2019, sisters Corinna and Theresa Williams opened Celsious in Brooklyn, a laundromat unlike any other in New York City. Frustrated by the lack of clean, efficient, and eco-conscious laundry services, the duo decided to create a solution that combined sustainability with quality care for garments.
“We couldn’t find a laundromat where clothes were treated properly or where whites didn’t turn gray,” Corinna said. “We wanted a space where laundry wasn’t just a chore but something enjoyable.”
Celsious prioritizes sustainability at every level. The laundromat features energy-efficient washers and dryers that reduce water and electricity usage, while all cleaning is done using plant-based, bleach-free products. Even deliveries are handled sustainably, relying on electric bikes, traditional bikes, and couriers on foot to minimize emissions.
“These small changes make a big impact,” Corinna said. “Sustainability is at the core of everything we do.”
The sisters credit their German upbringing for instilling a deep sense of environmental responsibility. Growing up, they were taught to minimize waste and care for resources—principles they’ve carried into their business.
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Their professional backgrounds also played a role in shaping Celsious. Corinna, a former editor-at-large for a fashion magazine, brought expertise in branding and visual storytelling. Theresa, a trained product designer, contributed her skills in creating a functional yet modern space. Together, they crafted a laundromat that feels more like a boutique, standing out in a competitive market.
“Our experience in design helped us build a cohesive space,” Theresa said. “But running a business is about so much more. You have to learn as you go and be prepared for constant challenges.”
Celsious offers tailored services for a variety of customers, from busy professionals to families. Options include Wash-Dry-Fold and Wash-Dry-Bag services for convenience, as well as specialty cleaning for items like pillows, duvets, and pet beds.
The sisters are also introducing a new wet-cleaning service, a chemical-free technology that safely cleans delicate fabrics like wool and sequins.
“This innovation is a game-changer for both customers and the environment,” Corinna said. “We’re excited to collaborate with New York’s fashion community as we roll it out.”
Building a sustainable business in a traditional industry hasn’t been without its challenges. Theresa said innovation often requires overcoming resistance to change.
“Traditional industries can be stuck in their ways,” she said. “You have to be creative and determined to meet your goals.”
The sisters also acknowledged the financial challenges of maintaining sustainability.
“The most sustainable way isn’t always the cheapest,” Corinna said. “But it’s worth the effort to run a business that aligns with our values.”
Despite the obstacles, Celsious has become a model for how everyday businesses can operate with an environmental conscience. The Williams sisters hope their laundromat inspires others to innovate in even the most traditional industries.
“If something as simple as laundry can be reimagined, there’s no limit to what’s possible,” Corinna said.
As Celsious continues to expand its offerings, the sisters remain focused on their mission: delivering exceptional service while reducing their environmental impact. For them, Celsious is more than a laundromat—it’s a statement on how thoughtful entrepreneurship can make a difference.
