For Shristi Ghunawat, designing jewellery seemed like second nature. It all started during her time at the National Institute of Fashion Technology (NIFT) where she focused on designing jewellery. But when she took a closer look at how jewellery was being made and its impact on the environment, she realised there was a lack of sustainable options.
This is eventually what led her to set up Tangerine, a bio jewellery band with nature at its centre of its work using spices, seeds, and fruits in its pieces. Green options are in vogue. Recently, fast fashion brands like Zara, Marks & Spencer, H&M, and Uniqlo have launched sustainable ranges to cater to this growing demand. While it is up for debate whether these brands are truly sustainable or not, the market is definitely heating up. A Bain & Company survey revealed that close to 60% of consumers in India are willing to pay a premium for sustainable products. Several D2C brands in India also have sustainability as a focus such as Go Native, The August Company, No Nasties, Okhai, and Nicobar, among others.
Tangerine falls into this niche, available for environmentally conscious consumers looking to own more green products. Its main target group is women who are aware of sustainability and consider it an important part of their lives.
Read more at: https://yourstory.com/2022/10/spices-seeds-tangerine-bet-sustainably-bio-jewellery-startup