Ellementry — an Eco-Conscious Brand
Bringing joy and romance to mundane routine life with their handcrafted home ware products has been lifestyle brand Ellementry’s endeavour since its inception two years back. Their beautiful product line-up — which combines utility and beauty — includes tableware, furniture and lighting. What makes them more special is the fact that all of them are handmade; each imperfectly perfect, and unique. As Ellementry employs rural artisans for their products, every product showcases traditional handcrafted techniques with modern sensibilities.
What lies in the heart of every single product created at Ellementry are the materials — they are crafted from natural organic materials. The processes too ensure no harm to the environment. Moreover, every material used in the products is food safe; safe to serve in and safe to cook in. Always exquisitely crafted, their products are about harmonious living spaces that are in harmony with nature.
“Sustainability is at the heart of Ellementry,” says Ayush Baid, founder of Ellementry. We make terracotta products that are again a form of art that echo a life devoted to the ancient traditions of working in clay. Be it stoneware or earthenware, all are sourced from the earth, and when their use is over, they return to the earth. Not just this, we even recycle newspaper in our papier-mache unit to make beautiful handcrafted products.”
He further adds, “We’ve created an eco-mix by combining waste generated from factories like marble dust, wooden dust and old textile with recycled newspapers and other sustainable materials. Our surplus production is utilised by us for our meals and guests. For our display, photo shoots and set ups, we use all the waste and recycled wood that gets collected in the factories, giving them a new life. For example, during Christmas, we made Christmas trees made out of recycled wood and displayed it in all our stores.” For our furniture and kitchenware wood products, we mostly use mango wood, which is highly sustainable due to its cultivation as a fruit tree.
Our wax filled jars are multi-purpose once the wax is over and can be further used for different purposes. Moreover, we use recyclable cotton bags in our retail stores.
Along with creating sustainable products, Ellementry also maintains an eco-friendly workplace. Their office is not only surrounded by trees, they also encourage their neighbours and people in the locality by initiating plantation drives to reduce carbon footprints. Moreover, 70% of power they use in their office and workshops come from solar panels. Through rainwater harvesting, and by building a green house in the premises, they further contribute to saving the environment.