Rethinking Sustainability in Fashion and Jewellery
This isn’t a lecture on sustainability. It’s an invitation to rethink what we really value — and how that shows up in the way we shop, dress, and express ourselves.
Let’s set the record straight: sustainability isn’t just about recyclable packaging, B Corp labels, or planting trees through third-party organisations. While those are great steps (and for full transparency, I’m personally signed up with a carbon-offset initiative), they only scratch the surface.
The hard truth? Yes, much of the damage and the responsibility lies with institutions and large corporations. But that doesn’t mean we’re off the hook. It’s easy to outsource blame, but uncomfortable to look inward. Are we prepared to examine our buying habits?
Sustainability doesn’t end at the point of sale. It’s not just about what brands offer — it’s about what we choose, how often we buy, and why we feel the need to keep buying.
The Fast Fashion Loop and Why We Keep Getting Caught in It
We live in a culture of mindless hauls and fast dopamine. Newness has become a form of social currency. We shop for a version of ourselves we’re constantly trying to curate, and then wonder why our wardrobes are still full but nothing feels like us.
And no, it’s not just Shein. That’s an easy, obvious target. It’s also the Zaras, the Mangos, the Bershkas, the ASOSes — brands that churn out trend-driven pieces at breakneck speed. It’s easy to say, “But I can’t afford to shop higher,” but if you take a moment to examine how often you’re shopping from these places, the equation shifts.
It’s like getting cheap takeout every night. Sure, it hits in the moment. But if what you’re craving is quality, something memorable, intentional, worth savouring, then maybe it’s better to skip the daily filler and treat yourself to one truly good meal at the end of the week.
We’re quite likely doing the same with our clothes. Opting for low quality but frequent purchases rather than fewer, better ones. Ultimately, it adds up the same.
This mindset is exactly what shaped how I built Namiri. No seasonal drops, no trend-chasing. Just solid gold pieces made to be worn, reworn, and lived in — across seasons, places, and phases of life
A More Intentional Way Forward
What if the real flex isn’t more? What if it’s enough?
The real luxury might just be living with intention. Rewearing. Reusing. Choosing things that grow with us, not just on us.
That’s the ethos I’ve applied to my jewellery brand.No “just for summer” pieces. Everything is designed to transcend trend cycles. Crafted for all seasons, any place, anytime — whether it's day or night. Pieces made for living in and growing with.
Timelessness and longevity aren’t buzzwords for us. They’re the foundation. We believe in well-crafted and functional.
Because the real flex?
Wearing the same well-made pieces repeatedly in different ways. The quality, the tailoring, your styling and expression of self — that speaks louder than the viral Zara dress.
If any of this resonates, maybe it’s time to start looking at your jewellery box, your closet, or even your shopping habits a little differently. Not with guilt — just with a bit more clarity.