Olena Kucherniuk of Orxata Transforming Jewelry: Five Strategies Our Company Is Using To Tackle Climate Change & Become More Sustainable
An Interview With Martita Mestey
If I had known everything from the start, I probably wouldn’t even have begun. But I’ve always believed that things unfold the way they’re meant to — and for that, I’m truly grateful. That’s why I try never to regret the paths I take or the decisions I make. Every step teaches me something valuable, even if it doesn’t go exactly as planned.
As part of our series about how companies are becoming more sustainable, we had the pleasure of interviewing Olena Kucherniuk.
Olena Kucherniuk is the founder of Orxata, with a background in journalism and over 15 years of experience as a television producer. Her unique vision combines childhood memories of her father’s inventions with a passion for storytelling and innovation. In 2020, she launched Orxata — a brand of transformable jewelry that fuses sustainability, functionality, and self-expression.
Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?
My father was an engineer, and since childhood, I have been inspired by his inventions and patents. Still, I decided to study journalism and worked as a creative producer in television for 15 years.
During the 2020 pandemic, I was left without projects and had to create a new passion and business for myself. My creative profession, childhood memories, and my father’s talent helped me come up with the idea of transforming jewelry that can be resized and restyled right on the body. I assembled the first pieces on my own, then found a professional jeweler and continued working on the brand.
What is the mission of your company? What problems are you aiming to solve?
Our mission is to challenge overconsumption and redefine the way we interact with accessories. I often say, “We are what we consume” — not just in terms of food, but also the information, habits, and choices we make every day, from plastic bags at the supermarket to the car we drive. With Orxata, I wanted to create a brand that could pass the sustainability test of the most conscious consumer.
Each Orxata piece is more than just jewelry. It’s a multifunctional design object meant to replace an entire jewelry wardrobe. Through engineering-inspired solutions like sliders and detachable elements, our pieces adapt effortlessly to different outfits, body shapes, and occasions. A ring can become a pendant, a minimal piece can be transformed into a bold statement, and one necklace can suit both casual and evening looks. This versatility empowers wearers to express their creativity every day, while also making a conscious choice to own less and wear more.
Can you tell our readers about the initiatives that you or your company are taking to address climate change or sustainability? Can you give an example for each?
To reduce the use of printed materials, which for jewelry usually includes a box, several care, product information inserts, and a shopping bag, we created a transforming box. Thanks to its long grosgrain ribbon handles, it can also serve as a bag.
We reduced the number of printed inserts to just one by placing QR codes on it, linking to useful information about jewelry care and transformation options.
We also avoid seasonal discounts, supporting mindful purchasing habits rather than impulsive shopping. Our jewelry is from recycled precious metals and its low cost-per-wear stands in stark contrast to traditional, static pieces.
How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?
I believe the greatest profit, whether you’re an entrepreneur or an employee, is the opportunity to secure a future for ourselves, our children, and grandchildren. Being environmentally conscious will never be cheaper than being irresponsible. But profit is not always about money.
For sure, sustainable businesses often do see financial returns. When your values align with your customers, they return, refer others, and, most importantly, trust your brand. This builds long-term loyalty, and this drives the brand’s growth.
The youth led climate strikes of September 2019 showed an impressive degree of activism and initiative by young people on behalf of climate change. This was great, and there is still plenty that needs to be done. In your opinion what are a few things parents should do to inspire the next generation to become engaged in sustainability and the environmental movement? Please give a story or an example for each.
- As a parent, I believe we have a huge influence on shaping our children’s attitude toward sustainability, so I try to set a conscious example for my son in everyday life. From choosing public transportation over driving, when possible, to making mindful choices at the supermarket and avoiding unnecessary purchases.
- When it comes to buying toys or clothes for our child, we always explain the value of quality over quantity and the importance of conscious consumption. We also try to keep our children’s items in the best condition so they can be passed down to younger kids in our circle, helping reduce the consumption chain
What are your “5 Things I Wish Someone Told Me Before I Started” and why?
If I had known everything from the start, I probably wouldn’t even have begun. But I’ve always believed that things unfold the way they’re meant to — and for that, I’m truly grateful. That’s why I try never to regret the paths I take or the decisions I make. Every step teaches me something valuable, even if it doesn’t go exactly as planned.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I owe everything to the incredible team behind the brand. Small businesses are the most turbulent and fragile cells in a country’s economic organism. Cash flow gaps can arise at any moment, and audience preferences often shift faster than the jewelry gets packed into boxes. It’s only thanks to the dedication of a loyal team, willing to wait an extra day for payment or step in on a weekend during peak holiday demand, that we’re able to remain reliable and deliver quality.
You are a person of great influence and doing some great things for the world! If you could inspire a movement that would bring the greatest amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. :-)
It would be a movement of kindness, loyalty, and love for one another. We’re all connected on this planet, and everything we do to others has a direct impact on ourselves. Within my own circle of influence, I try to pass on this philosophy, believing that it’s the key to building a better future for all of us.
Do you have a favorite life lesson quote? Can you tell us how that was relevant to you in your own life?
Everything exists as an opportunity for us — this phrase comes from the writer and researcher of the subconscious mind, John Kehoe. This life credo helps me keep my business, family, and personal well-being in balance during the most challenging times.
What is the best way for our readers to continue to follow your work online?
My most interesting creative and intellectual achievements are published on the Orxata Transforming Jewelry Instagram account.
Thank you for taking the time to read!
This was so inspiring. Thank you so much for joining us!
