Eshita Puri, founder, Eurumme, says that more and more people are willing to experiment with their jewellery
As more and more people move towards sustainability, a lot of startups too are kicking off green initiatives. Delhi-based Eishita Puri, founder of Eurumme, recently launched the Metanoia collection and the jewellery has been made from waste cardboard.
Eurumme, which was set up in 2015, is best known for its handcrafted jewellery and the raw aesthetic designs. For Metanoia, Puri has infused purpose into a discarded piece of cardboard, by creating a piece of jewellery that is wearable and is also made from what would otherwise have been thrown away. The collection is a bold fusion of traditional and modern handcrafted jewellery with metal-plated cardboard motifs.
For her collection, Puri has taken inspiration from Mesopotamian jewellery that included metals like copper, gold and silver, along with gemstones. Likewise Metanoia is centered around metal colours like yellow gold, metallic silver, oxidised grey and copper rose gold.
What made her utilise cardboards is when she noticed just how many boxes and packages were being used and then discarded on a regular basis by stylists, curators, designers and others. She discovered a unique process wherein she took certain cardboard pieces of different thickness and then started experimenting by plating them with different metals to form gold, rose gold, silver and gunmetal pieces.
She tells us more about her interesting craft:
What is Metanoia all about?
Metanoia is a Greek word which literally means ‘to change one’s purpose’. Eurumme’s take on Metanoia is symbolic, that of taking a discarded piece of cardboard and creating jewellery out of it, thereby changing its purpose.
What inspired you to work on eco-friendly jewellery?
I am always trying to experiment with unconventional materials and concepts. I have worked with tree twigs and dried leaves before. I think it’s great to contribute towards sustainability in whatever way possible.
What were the initial challenges that the brand faced?
Initially, the challenge was whether people would be open to wearing upcycled materials!
What made you take inspiration from Mesopotamian jewellery?
Mesopotamia is referred to as the birthplace of human civilisation and the Mesopotamian people were very inventive. Jewellery made from cardboard is also a relatively inventive concept, so it was a natural link.
Since your launch in 2015, how much have your designs evolved?
We have constantly been experimenting with new materials and concepts, right from stones to metal, and leaves and twigs and now cardboard.
When it comes to eco-friendly jewellery do you see the market growing?
I think there’s certainly a market out there. People are willing to experiment with their jewellery, and it’s a great way to support upcycled, sustainable fashion.