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Running a Circular Business

03 November 2021 11am

80% of products made in Europe get thrown away in the first six months of their existence. Source: Cambridge Judge Business School Circular Economy Centre.

This month we’re talking to Ismat Imaan and Jana Belovicova, Co-founders of Whilst, a Norwich-based company. 

Whilst is on a mission to create and inspire circular solutions to overconsumption and waste, whilst providing access to resources for all. Whilst rents new and pre-owned homeware to students, professionals and anyone on the move. Returned products are first repaired, then refurbished and finally remanufactured to be reused, whilst nothing is discarded to the landfill. Whilst is founded on the belief that everyone should have access to non-toxic, high quality homeware, without the creation of waste. 

“We’re a unique business in that we’re in an industry where linear consumption is the norm” says Ismat. “We believe that a socially and environmentally sustainable future depends not just on consumers making better choices, but innovative enterprises, like Whilst making those choices available”.

The Covid-19 pandemic has significantly disrupted their operations due to HE sector being affected by travel restrictions and online teaching. 

“So much of what we have worked on before the pandemic came to a halt last year, and although it was incredibly difficult to come to terms with that loss, it gave us the opportunity to evaluate and re-think everything we do.” says Jana. 

Ismat and Jana will be sharing

  • their circular business model and sustainability strategy 
  • challenges and opportunities 
  • how they’re trying to inspire wider industry change

This will lead us into a lively Q&A and broader discussion. 

Don’t miss this event if you want to

-learn more about the circular business model

-transition into a circular business model

-or share your knowledge and expertise

More on Ismat and Jana

Whilst was co-founded by Jana Belovicova and Ismat Imaan, when as masters students at the University of East Anglia, they witnessed the huge amounts of waste being left behind by students at the end of term.

Prior to her second masters in international social development, where she examined the citizenship rights of marginalised communities, Jana has lived and worked in three continents and six countries. Having personally faced the challenges of moving countries, Jana oversees product and supply chain development at Whilst, further enabled by her LLM and corporate legal expertise in the infrastructure and technology sectors.

Ismat graduated with a masters in environmental assessment and management, after working extensively as a waste consultant with ecologists, businesses and governmental agencies. Having expertly navigated communication between a variety of stakeholders, Ismat is responsible for sales and building partnerships at Whilst.  

This is a FREE webinar

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