Redefining jewellery with sustainable design: Shristi Ghunawat – Founder of Tangerine
Tangerine, a unique bio-jewellery brand, is evolving the jewellery landscape with its innovative approach to sustainable design. Founded by young designer Shristi Ghunawat, Tangerine is redefining the benchmarks in jewellery design by incorporating an unexpected yet ingenious element: nature. At the core of Tangerine's designs lies an exquisite use of spices & seeds, skilfully coated with gold to create truly one-of-a-kind pieces that hold deeper meaning for its consumers.
For Shristi, spices are not merely the design element, but a poignant representation of India’s rich cultural legacy. Drawing inspiration from her childhood tales to familial heritage, Shristi masterfully preserves the cardamom, cinnamon, and cloves, seeds and shells in gold to craft pieces that are both visually stunning and deeply meaningful. Most of these are often used in traditional Indian rituals and ceremonies, adding an extra layer of significance to Tangerine’s designs, making each piece a treasure chest of cherished memories.
Shristi Ghunawat, founder of Tangerine, credits her family’s passion for creativity and entrepreneurship as the driving force behind her innovative bio-jewellery brand. Her father, J.P. Meena, played a significant role in inspiring Shristi’s entrepreneurial spirit. Growing up in a household that encouraged creativity and innovation, Shristi developed a deep fascination with jewellery and its ability to evoke emotions and tell stories.
Shristi’s educational background laid the foundation for her future success. She graduated from the National Institute of Fashion Technology (NIFT) in New Delhi and later earned her master’s degree in Design Management from Birmingham City University, specializing in jewellery design and sustainability. With the support of her family and education, Shristi launched Tangerine in 2021, seamlessly blending creativity, sustainability, and innovation. Every piece is made from organic elements, such as spices, shells, and seeds, coated in fine layers of gold, making them visually stunning and deeply meaningful. MOSAIC covers the vision of its founder – Shristi in this heartfelt interview.
The Journey of an Idea: From Concept to Creation
When the Tangerine was launched, its founders were stepping into never-done-before territory. The idea of using organic materials, such as cloves, cardamom, and star anise, in jewellery was unfamiliar to most people. The biggest challenge was not just introducing a new product but also educating customers about what they were seeing. “It takes a while for people to understand that these aren’t replicas of spices or shells. These are actual elements of nature, preserved and turned into jewellery,” says Shristi . “We had to address that and introduce the concept of bio-jewellery in a way that resonated with people and added value.” To achieve this, Tangerine took a hands-on approach, starting with exhibitions. Being physically present at pop-ups and trade fairs helped them build trust and allowed the team to explain their unique concept directly to customers. This personal connection played a crucial role in building the brand’s positioning and credibility. “Even today, we make it a point to participate in exhibitions at least once or twice a month,” Shristi shares. “Seeing the jewellery in person, touching it, feeling its lightweight nature, and understanding the story behind each piece makes all the difference.”
Who is the Audience? Understanding Consumer Response
A key factor in the success of any brand is identifying and understanding its target audience. For Tangerine, the initial uncertainty about customer reception soon turned into valuable insights. “Our audience is primarily urban consumers—people living in metro cities who are well-read, aware of sustainability, and looking for meaningful purchases,” explains Shristi . “However, we’ve noticed that while sustainability is a significant factor, people won’t buy jewellery just because it’s eco-friendly. The design, the aesthetic appeal, and the emotional connection to the piece matter just as much.”
Interestingly, younger consumers are increasingly drawn to the brand. “We see a lot of interest from millennials and Gen Z, particularly because they value authenticity and want their purchases to tell a story,” she adds. “But at the same time, our jewellery is ageless. An 18-year-old can wear it, just as easily as a 60-year-old. Afterall, the emotional and cultural connection transcends age.”
The Role of Storytelling: What is Tangerine’s narrative?
One of the strongest aspects of Tangerine is its storytelling. “Every brand needs a story,” says Shristi . “In a very competitive market, flooded with jewellery, what makes ours stand out is the emotional and cultural significance behind each piece.” Take the Spice Collection, for example, launched as one of the brand’s earliest collections, it remains its bestseller. But what makes it so popular? “We realized that spices hold a deep connection to Indian households. Every Indian kitchen has a spice box—whether you’re in India or abroad,” explains Shristi . “Spices are part of our culture, our recipes, our heritage. They evoke nostalgia, warmth, and a sense of home.” The jewellery from the Spice Collection resonates with customers because of this familiarity. A cardamom earring or a clove pendant isn’t just a fashion statement; it’s a reminder of childhood memories, festive meals, and family traditions.
The Innovation Behind Bio-Jewellery
From sourcing materials to crafting each piece, Shristi ensures that every step of the process is environmentally responsible. “I realized that the traditional jewellery-making process was not only harming the environment but also exploiting workers in the supply chain,” Shristi explains. “I wanted to create a brand that would not only showcase our creativity but also promote sustainability.” While the concept of bio-jewellery can be fascinating, its execution is equally impressive. Shristi tells MOSAIC that each piece starts with a natural element—be it a spice, a shell, or a dried flower. The material is carefully selected, preserved, and coated in a fine layer of gold, ensuring both durability and elegance. “Since every element in nature is unique, no two pieces of our jewellery are exactly alike. The shape, size, and texture vary, making each piece truly one-of-a-kind. We often say our jewellery is not customized by us but by nature.”
One surprising feature is that some jewellery pieces even retain a hint of their original fragrance. “In some cases, like with the Spice Collection, you might still catch a faint aroma of the spices,” she adds. “It’s subtle but adds an extra sensory dimension to the jewellery, making it even more personal.”
Celebrity Endorsements and Influencer Marketing
A significant boost for the brand has come from influencer marketing and celebrity endorsements. “When well-known personalities wear our pieces, it helps spread awareness about bio-jewellery as a concept,” Shristi shares. From Bollywood celebrities to social media influencers, many notable names have embraced the brand’s unique jewellery. “We’ve received great feedback from celebrities who love the lightweight nature and purposeful designs,” she says. Among the most recognized pieces is the Cardamom Bracelet, worn by prominent figures and featured in various fashion spreads. “It’s encouraging to see how people react to our designs, especially when they realize the deeper story behind them.”
Scaling Beyond India: Entering International Markets
With the brand firmly established in India, expansion into global markets was the next logical step. Currently, the brand is focusing on B2B collaborations in the US and UAE, with plans to expand further into Europe and Southeast Asia. “We are working with multi-designer stores, pop-ups, and digital marketing campaigns to reach a wider audience,” says Shristi . “There is immense interest from NRIs and international customers who appreciate Indian craftsmanship but in addition enjoy something contemporary and sustainable.”
The Future of Sustainable Jewellery
As sustainability continues to shape consumer choices, brands like Tangerine are at the forefront of a movement towards ethical and eco-friendly luxury. However, challenges remain. “The biggest challenge is educating people about sustainability beyond just buzzwords. Many people still associate sustainable jewellery with being ‘rustic’ or ‘earthy,’ but our pieces show that sustainability can also be elegant, chic, and luxurious.” Informs the founder. When asked how the jewellery industry can become more sustainable, Shristi responds, “The jewellery industry can become more sustainable by adopting environmentally responsible practices, sourcing materials sustainably, and promoting transparency and accountability throughout the supply chain. Consumers play a critical role in driving this change by demanding more sustainable and responsible practices from jewellery brands”.
To further this education, the brand is investing in content marketing, storytelling campaigns, and collaborations with sustainability advocates and content creators. “People are becoming more conscious of their choices, and we want to be a part of that journey,” she says. “Our jewellery isn’t just about aesthetics; it’s about making mindful, meaningful purchases.”
A Timeless Legacy
In an industry dominated by traditional metals and gemstones, Tangerine is carving out a niche that is both innovative and deeply rooted in cultural storytelling. Whether it’s the nostalgia of the Spice Collection, the delicate craftsmanship of shell-based pieces, or the futuristic vision of bio-jewellery, the brand is redefining what it means to wear nature. As Shristi puts it, “Jewellery is timeless, and so is nature. By combining the two, we’re preserving not just beauty, but a sustainable way of life.”