The centre was already buzzing with media, influencers, buyers and retailers upon our arrival. The scene could be described as trade show meets experiential retail, with Instagram worthy installations and lounges, and rows upon rows of exciting retailers.
On the journey to find Washed Ashore, I noticed plenty of green washing but also the odd company with sustainability initiatives tied closely with their brand DNA. Companies like Save The Duck, N:Philanthropy, Yeoh Lee and Wrangler. Amongst the jewelry and accessories were many brands that celebrated artisanal design and international brands that celebrated their cultural heritage by maintaining traditional aesthetics.
Tucked away in a far corner of
the Circuit section
is American owned and operated jewelry brand Washed Ashore. The stall is
simplistic in nature, much like the jewelry. White busts adorned with fine,
handcrafted chains line two walls of the set up. Towards the front, seated at a
small table, are two friendly faces: Brittany and Taylor, 2 of only 10
employees, who give me a run-down of the business.
Washed Ashore was born 3 years
ago out of founder Larada Lasams love of the ocean. The girls inform me that
she is an integral part of the business and works alongside one other jeweler.
Together, they hand cast every piece in LA, using a technique called cold-moulding.
This process requires a single seashell to make a wax cast, therefore avoiding
the depletion of organic matter from the sea that occurs because of mass
collection. In addition, the metals they use in the casting process are
recycled (the origins however, are unclear).
From there, the assembly and wire wrapping occurs in their California office. Each chain is cut to length and wrapped by hand. Using only the materials that they need, allows them to reduce their waste output. Tayla believes the production process is waste free, which seems commendable albeit dubious, as it is not supported by factual evidence.
From there, the assembly and wire wrapping occurs in their California office. Each chain is cut to length and wrapped by hand. Using only the materials that they need, allows them to reduce their waste output. Tayla believes the production process is waste free, which seems commendable albeit dubious, as it is not supported by factual evidence.
The fundamental appeal of
Washed Ashore though, lies in their use of Keshi Pearls sourced from Japan and
Tahiti. Brittany explains that unlike traditional peals, Keshi are
characterized by their unique and “imperfect” shape. Because of this,
manufacturers often disregard these pearls and as such, they are considered a
by-product of commercial pearl cultivation. Again, this demonstrates the ways
in which the brand believes they reduce waste.
Throughout our chat, Brittany and Taylor consistently emphasize the brands mission to bring awareness to ocean conservation. The business model they have implemented so far is a small step in the direction of bigger plans and they are careful about who they align with. While they recently turned down a partnership with a major aquarium, they informed me that they were working on securing partnerships with Oceana And Heal the Bay – leading ocean preservation not-for-profits.
Throughout our chat, Brittany and Taylor consistently emphasize the brands mission to bring awareness to ocean conservation. The business model they have implemented so far is a small step in the direction of bigger plans and they are careful about who they align with. While they recently turned down a partnership with a major aquarium, they informed me that they were working on securing partnerships with Oceana And Heal the Bay – leading ocean preservation not-for-profits.
Washed Ashore also boasts a
green certification*, by employing sustainable business practices in their head
office.
While they appear to be a minimal impact company, I’m still left wondering if the brand truly contributes to a circular economy. If we have learnt anything so far in sustainability, it’s that every action has an impact. Sustainability isn’t just about taking less, but giving back.
Of course, no brand is perfect, so the efforts of Washed Ashore are admirable. A lack of transparency in their supply chain makes it difficult to comprehend the true impact of the brand, however the intentions of the brand are clear. It is exciting to see a brand whose foundations are rooted in a passion for the earth and the ocean, and those who represent the brand are well-informed and share these values.
*It is unclear which green
certification the company holds.
Photo credit: Image 1. Jenna Bascom/ Courtesy Photo, WWD, Image 2. @GetWashedAshore, Instagram
Photo credit: Image 1. Jenna Bascom/ Courtesy Photo, WWD, Image 2. @GetWashedAshore, Instagram
Woe! Michelle, your description of Coterie is fresh and vibrant! And then THANK YOU for including WHO you spoke to at Washed Ashore, as well as the founder's name!
ReplyDeleteWhat you learned about their hand-crafted processes is amazing and I LOVE the questions you ponder after describing each process. Very good! What do YOU think would woud help Washed Ashore be more transparent?
Nevertheless, it is quite exciting to read about Washed Ashore's mission of conserving the ocean, and a perfect lead-in to our visit at Waterkeeper Alliance! Thank you!