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What is a circular business model, and why is it important in 2024?

Urgh, not another marketing term…

This one’s a good one. Trust us.

A circular business model is like a loop where resources are used, reused, and recycled instead of being thrown away after just one use.

We see this in everyday life. For example, when you purchase something for your new hobby. Let’s say a yoga mat. 

You swore yoga would be your new hobby, and heck, maybe it was. 

But let’s say it didn’t quite stick (we’ve all been there), or on the other hand, it becomes your new passion, and you want a new, more advanced one.

Instead of throwing yours away, you give it to somebody who will get a good us out of it. Better yet, the new one you now have has been passed down by somebody who is more advanced and also wants a new one.

In a circular business model, companies aim to minimise waste by designing products that can be easily repaired, reused, or recycled. 

They try to keep resources in use for as long as possible and minimise the amount of new resources they need to use. The goal is to reduce environmental impact and create a more sustainable way of doing business.

Three brands who have taken the circular business model by storm

Natural Nuance

Not only are Natural Nuance’s bags and purses absolutely beautiful, but they also are huge advocates for circular design.

They want their customers to appreciate the love and craftsmanship of their pieces every single time they reach for their bags.

But what makes them circular?

  1. Their products are designed to separate material types for easy recycling. 
  2. They keep adhesive to the absolute minimum, and we avoid using glue altogether on larger areas, making it super easy to separate the materials.
  3. As for the metal parts, they have designed them so they can be reused and are easy to remove, too.

That means once you have worn, loved and are ready to pass your bag on, the bag will have a gorgeous new life with somebody else.

Check them out!

Blue of a kind

Now we all know how impossible it is to find the perfect pair of jeans.

And when you do, you want them to last forever.

Well, Blue of a Kind makes it a heck of a lot easier. 

Why? Because they offer free repairs… for life.

Rather than constantly pushing more, more, more, they work with what already exists. 

Here’s how:

  1. If there’s a rip in your jeans, you simply send them off, and they fix them up for you
  2. Rather than constantly encouraging you to buy more, they remind you to use what you already have
  3. They are made with upcycled garments, either by post-industrial, 100% cotton faulty or leftover fabrics. Their garment accessories are made of 100% organic, partially recycled cotton, and buttons and zippers are made with nickel-free metal!

Check them out!


We couldn’t write this article without including one of our own clients.

PROTSAAH create the most beautiful artisanal jewellery, crafted to empower men and women all over the world. 

But most importantly, they ensure that no piece goes unloved. Whether broken, bent or tarnished, it still deserves a new life, and PROTSAAH will help you do that.

Their pieces really do last a lifetime.

Here’s how they do it:

  1. A broken piece of jewellery is returned. This could be a missing earring, a broken ring, and so much more.
  2. They remove the stones and melt down the metal to return it to its purest form.
  3. From there, they craft something new, providing an old piece with a new life.

Check them out!

What does it mean for you as a business?

We encourage you to look at your model and consider how to incorporate a more circular approach. 

Here are just a few of the steps you could take to kick off your journey:

  • Look at the current lifecycle of your products: Where do they start, and where do they end up? 
  • Establish Take-Back Programs: Implement programs to take back used products from customers at the end of their life cycle. This can involve refurbishing and reselling them, recycling materials, or repurposing components.
  • See the value in everything: Look at how you can recover valuable resources or energy from products or byproducts you would otherwise throw away.

It’s all about learning how to encourage your customers to think less about what they want and to look more at what they already have.

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