Meet Alex

I started Vurchoo 8 years ago after getting backing from the Princes Trust. I have always been passionate about design and I taught myself to draw during my youth as a graffiti artist.

After travelling around the world, I fell in love with jewellery and all the different meanings it had around the world.

I saw the industry in the UK becoming overtly corporate and indulgent with little regard for the meaning jewellery was meant to have.

So I set out to create a jewellery brand with a difference. Something that has the ability to not only look good, but do good too. Taking the wearer on the journey with it.

All of My/Vurchoo’s designs are inspired by children’s drawing from around the world including the UK, with a portion of the profits going back to their schools via our UK registered charity Teach A Man to Fish based in London. With every sale children are helped off the streets and into education.

Where do you get your inspiration from?

Working with children in all corners of the globe, I simply ask them to draw what ever means most to them. This then forms the inspiration for each piece and also means our Studs of Hope collection has a beautiful eclectic feel where you can find something for everyone.

How are your earrings made?

Everything about our business is kept as ethical as possible. From our 100% recycled silver, to our plastic free packaging. Even our branding and logos were created by a charity called Livabillity who help people with disabilities find work.

Where are you based?

I am an based in Hertfordshire/Essex

What is your favourite product?

My very first design inspired by a young lady called Hun Pitou in Cambodia who has now grown and studying to be a lawyer. It is still a great seller and now helping her peers It is the essence of timeless design. I am also really proud to see it worn almost daily by BBC’s Anita Rani.

It was recently chosen to be sold next to an exhibition in Angkor Wat by The Natural History Museum in Utah!

Is there a special meaning behind the name Vurchoo?

I found the name Vurchoo while brain storming with friends, it represented the virtuous nature of our designs and reminded the wearer that they have helped make the world a better place.

Do you have anything planned for this year that you can share with us?

I have some absolutely fantastic designs coming in time for Christmas. So you will have to stay tuned to see these.

Also we have a new UK charity – OYT South. They support children in England with life skills by hosting voyages in their sailing yacht. The child’s drawing we have chosen belong to a charity who help children and their families with life limiting illnesses. So the design will choose will be a lovely legacy for them.

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