New Leaf has a sacred intention: to play an active role in fostering individual and collective spiritual awakening by being the nexus of trading partners for commerce in conscious books and other products yielding prosperity for all. New Leaf embraces diversity honoring and respecting all persons as children of the One God regardless of race, gender, religion, sexual orientation, level of intelligence, nationality, age or any other apparent difference while contributing positively to community, the human family and our precarious planet. New Leaf strives to buy, sell and use environmentally friendly products and reuses and recycles whenever possible.

New Leaf was founded at 11:00 am on Friday the 28th of May 1975 when Alim met with a distributor of East West Journal. They formed a partnership to distribute the magazine and related “new age” health and metaphysical titles to local stores. In 1977 the name “New Leaf” came during a meeting at a time when the outlook was particularly bleak and co-workers wanted to change the name. They were accusing Alim of being stuck because he would not accept any of their suggestions. He said, “What we need is a NEW LEAF.” Tom Braswell (who also created our logo) said, “That’s it.”