ABOUT US

Nurtured in Watch Hill, trained in Florence and established in Notting Hill, Biju is a custom knitwear brand inspired by jewellery that is ethically crafted in England.

Nurtured in Watch Hill

JEWELLERY-INSPIRED

Biju takes its inspiration from necklaces and bracelets sold in the antique jewellery shops in and around Watch Hill, RI, a legacy holiday destination that inspired the song, ”Great American Dynasty,” by Taylor Swift. As recounted on her Folklore track, Swift moved into the area with her "new money" just as her predecessor and this founder's great grandfather did in the early 20th century. They've been having "a marvellous time ruining everything" ever since.

TRAINED IN FLORENCE

RESEARCH-DRIVEN DESIGN

Founder Elizabeth Cherian has been working as a designer and trend forecaster since she finished fashion design school in Florence, Italy, where she honed a rigorous discipline of research and development. Biju began as a deep dive into the most coveted antique jewellery pieces that Elizabeth reappropriated as knitted stitches. She then dovetailed the learnings of a multi-year consumer research project on regenerative practices from her trend forecasting career, and hatched a plan to launch a sustainable knitwear brand.

founded in notting hill

LITTLE JEWELS

Elizabeth came to London to earn an MA from Central Saint Martins. She is a working mom based in Notting Hill where she founded Biju, which means “jewel” or “cute one” in Malayalam, the native language of Kerala, India, where her husband’s heritage is rooted. Their children are their Malayali jewels, and the inspiration for founding a sustainable business that aims to leave the planet better off than where it started. Biju cashmere is meant to be loved like little jewels in your wardrobe.