Genia is the founder of BEEN London, a pioneering label in the sustainable fashion industry responsible for the creation of quality, hand-crafted accessories solely from recycled materials.
With a grounding in political journalism, Genia spent several years working in the BBC newsroom as a correspondent, presenter and editor on the World Service. She also has a wealth of experience in campaigning through her various collaborations with the UN, Change.org and Natalia Vodionova’s Naked Heart Foundation.
Drawing on her background in striving for change, Genia identified the untapped potential in unwanted recycled materials and from there, the idea for BEEN was born.
After studying Sustainable Fashion Chains at Cambridge University and later Accessories Design at the London College of Fashion, BEEN’s first bag was made available to the public.
Three years into the journey, Genia now employs an all-female team at BEEN’s home in the heart of East London and aims to continue demonstrating that waste can be “beautiful, inside and out.”
In recent months, Genia and BEEN have drawn praise from a long list of respected publications, including the Guardian, Evening Standard and Elle Magazine, as well as having won a place on the J.P. Morgan-funded trade mission to Paris Fashion Week.