From Circuit Boards to Chic! Inside Oushaba’s Tech-Infused Jewellery Story

by | Oct 27, 2024 | INTERVIEWS | 0 comments

In a world where sustainability and creativity increasingly intersect, Oushaba stands out as a unique brand that beautifully bridges these two realms. Co-founded by Gillian Carr, Oushaba transforms e-waste into exquisite pieces of luxury jewellery, demonstrating that true elegance can also be environmentally responsible. Gillian’s journey is as fascinating as the pieces her brand creates—beginning in the legal world, moving through the art industry, and ultimately leading to the inception of Oushaba. In this interview, we explore how her diverse experiences shaped her vision, the innovative process of turning discarded electronics into wearable art, and how Oushaba is challenging traditional notions of luxury. 

1. What inspired your transition from law to founding Oushaba and how has your legal background influenced your approach to sustainability and creativity

I studied law and art history at university and, although I practised law for several years, I was always passionate about art. I moved into the art world, working with art dealers and then at Christie’s in London, where I developed my knowledge of the market for contemporary art and collectible pieces including rare jewellery. It has been exciting to draw on all of these experiences when co-founding Oushaba. My legal background encouraged extensive research into which procedures would best support a sustainable approach. Working ethically and responsibly, we aim to elevate global craftsmanship, breathe new life into forgotten materials and create beautiful pieces of wearable art.

2. How did the idea of using e-waste for luxury items come about during the lockdowns

During the lockdowns, we relied on technology to keep us connected to our loved ones. But we upgrade our phones on average every 18 months, and 80% of e-waste is not recycled properly, often ending up in landfill. We wanted to breathe new life into the devices that once connected us and played such an important role in our daily lives. We decided to elevate and embellish fragments of discarded mobile phone e-waste with recycled 22kt yellow gold, 18kt white gold, silver, and responsibly sourced diamonds, emeralds, sapphires and rubies, to transform them into timeless pieces of wearable art. The pieces that we were once so connected to are given a new life.

 

 

3. What were the biggest challenges in transforming e-waste into luxury jewellery and how did you overcome them?

One challenge was that e-waste is not a typical material for luxury jewellery. As such, we engaged in a long process of development to make sure each piece we created was perfect and fit within the collection. It was important that the e-waste we selected looked beautiful within the setting. We selected a trusted goldsmiths’ workshop in Italy which we were confident would turn the pieces into beautiful pieces of the most exceptional quality.

4. How do you blend traditional craftsmanship with modern e-waste materials and what does this fusion represent for Oushaba?

The name Oushaba is a classical Arabic word for “alloy”, meaning a mixing of metals, but more symbolically it reflects a mixing of ideas and influences. Each piece in the collection brings together different e-waste components with luxury materials such as solid 22kt yellow gold, 18kt white gold and silver (all recycled) and responsibly sourced diamonds, emeralds, rubies, sapphires and pearls.

We love the contrast between the man-made, e-waste elements and hand-carved jewellery, especially the brushed gold which has a deliberately imperfect, artisanal finish, where you can really see the hand of the maker. We aimed for the pieces to appear like archaeological artefacts from the future; technological treasures; mixing high and low; manmade and hand- crafted; as the beauty is in the contrast.

 

5. How do you define luxury at Oushaba and how do you hope to change perceptions about luxury and waste

True luxury is about discovering rare and timeless pieces that speak to you and your values. Each piece in our collection is unique, one-of-a-kind, due to the recycled nature of the e- waste elements. Each piece is made to order in our workshop in Italy and we are delighted to personalise any element of the piece for our clients, from the type of e-waste to the gemstones that we use, to adding the client’s initial in diamonds; every design can be personalised in a number of different ways. We also invite clients to send us their own discarded e-waste which we can transform into a luxury piece of wearable art with a very personal resonance for them.

6. How does Oushaba measure its impact on sustainability and what are your long-term environmental goals

We are honoured to have been awarded the Butterfly Mark by Positive Luxury, a globally respected certification for luxury brands that meet the highest standards of verified ESG+ performance. We have aligned our goals with UN Sustainable Development Goal 12, (responsible production and consumption). All of the gold and silver we used is 100% recycled from industrial waste. Our gemstones are responsibly sourced from verified, trusted suppliers. We track our carbon emissions, water and waste. We monitor and record our Greenhouse Gas Emissions. We have set reduction targets across all of these verticals. Our supplier code of conduct and selection criteria is designed to implement this throughout our supply chain. We use eco-packaging made from recycled, biodegradable materials, using soy-based inks, all of which is plastic-free and foam-free.

7. How have customers reacted to wearing jewellery made from e-waste and has any feedback influenced your designs

Our clients love the fact that Oushaba’s pieces spark conversation. People are often surprised and delighted to recognise a familiar, day-to-day element such as a USB stick or phone charging cable has been transformed into a beautiful piece of wearable art, adorned in gold and precious gemstones. It starts a conversation about the environment and challenges people’s ideas of the potential for waste and circular design. We invite clients to send us their old devices so that we can turn these elements into a totally personalised piece, which we can combine with their favourite gemstones.

8. How do you ensure each piece reflects both your aesthetic and the message of sustainability

We always highlight the recycled fragment at the heart of the piece. The design inspiration always begins with the recycled element – the colour, the shape, the details. The e-waste fragments often contain many beautiful elements within them such as the circuitry patterns and jewel-like colours. We use recycled gold and silver and responsibly sourced gemstones. More broadly, we have incorporated sustainability across all aspects of the business.

 

9. What’s next for Oushaba in terms of new materials, designs and/or collaborations

Our upcoming limited edition collections will traverse luxury jewellery, homeware, fashion, accessories and wearable art, always highlighting recycled materials.

10. What advice would you give to aspiring entrepreneurs blending sustainability with creativity

Working with sustainable materials and techniques brings up endless opportunities for creativity. There are so many exciting new developments and innovative ways of working with materials in circulation. One piece of advice would be to create fewer, timeless pieces rather than producing according to seasons and trends, as this can be a more sustainable mode of creation.

11. How did your shared passion for art and sustainability shape Oushaba’s early direction and how has it evolved

We always knew that we wanted to breathe new life into forgotten materials and create luxury pieces of wearable art. Along the journey of creation, we have come across so many exciting developments, innovations and artisanal crafts globally. While we debuted with jewellery, we are now beginning to explore other categories and have so many ideas and collaborations that we cannot wait to develop further.

12. Can you describe the process of sourcing and selecting e-waste for your collections

The e-waste fragments are sourced from an electronics repair shop in Italy near our workshop. We only select elements that cannot be repaired or are obsolete and would end up as waste. We also offer our customers an option to commission bespoke jewellery using components from their own old mobile phones, breathing new life into objects that were once the gateway to important relationships.

13. How does Oushaba benefit the artisanal communities involved

All of our pieces are handcrafted. Elevating artisanal crafts by supporting local craftspeople, and providing a platform which will hopefully in turn support them in continuing their own work is always a very important consideration for Oushaba.

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