Did you know that your old phone contains all the ingredients to make beautiful new jewellery? When you buy from NoWa — which stands for ‘No Waste’ — you know exactly what your jewellery is made from. No new raw materials are extracted; instead, the gold and silver from old phones is recycled. Fully circular and stylish too!
Founder Josette started NoWa early on to show the value of waste and create awareness. “Because what we often see as worthless is actually full of potential. With this company I want to make people look differently at what they consume. To pause and consider where materials come from, what their impact is, and how small choices together make a big difference. For me it is not just about jewellery, but about the story they tell. Tangible proof that waste is not an endpoint, but a beginning.”
Sustainable choices
NoWa’s jewellery is sustainable because it is made with respect for people, the environment and materials. That comes down to a few clear choices. “We use recycled materials, such as gold and silver that were already in circulation. This means no new raw materials need to be extracted from the earth, saving significant amounts of energy, water and CO₂. We make jewellery that lasts. Timeless design, strong quality and no fast trends mean you wear it for years rather than replacing it quickly.”
The production process is equally considered and transparent. “We work with social workshops, creating many social jobs. Finally, we do not see jewellery as disposable products, but as something with emotional value. Something you keep, pass on or have remade. That is perhaps the most sustainable choice of all.”
Growing patiently
Sustainable entrepreneurship requires patience, Josette explains. “Processes are more complex, materials are less readily available and I want to be able to account for every step. That often means growing more slowly than you might like.” But that does not hold Josette back. “This year we are expanding abroad. That allows us to spread our message further and show that the value of waste is not a local story, but a global theme. That growth feels like a logical next step. By working internationally, we reach more people, increase our impact and can create scale without letting go of our values.”
We find it impressive how far Josette has already come, and asked her what she herself is most proud of. “That we have set up the entire chain in the Netherlands from waste phone to jewellery, and that every day people are at work for whom that is not a given. We create social jobs and make local recycling happen.”
NoWa is Locally Made
NoWa naturally carries the Locally Made quality mark. What does being part of Locally Made mean to Josette? “For me it is a confirmation that it is possible to produce locally, consciously and with care, and to build a strong brand around that. That you do not have to compromise on quality or appearance to make sustainable choices. And connection with other makers who share the same values.”
What we learn from Josette
We of course asked Josette for her best tip for other makers. “It is important not to wait until everything is perfect. Sustainable and conscious entrepreneurship is a process. Start, learn along the way and improve step by step.”
Read more about NoWa and browse the full selection at thisisnowa.com.