As a lifelong lover of vintage, founder Elizabeth Cherian began Biju by mood-boarding images of fashion icons like Iris Apfel and her own grandmother who would religioussly layer statement jewellery to complete their looks. Her grandmother's style and work ethic as a business owner planted the seeds for a young girl growing up in New England to one day establish an ethical knitwear brand that takes its design cues from jewellery.

Elizabeth has been working as a designer and trend forecaster since she finished fashion school in Florence, Italy. To create jewellery-inspired knitwear, the design process began as a deep dive into the most coveted European jewellery of the 20th century. Elizabeth carefully selected five of these pieces and reappropriated their construction as knitted stitches at the cuff and collar. Biju is meant to create a complete, accessorised look, paired equally well with a pair of jeans or a pant suit, that works from day to night.  

Biju is based in Notting Hill. Elizabeth moved to the U.K. to earn an MA from Central Saint Martins, and settled in West London with her husband to raise their family. Biju 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 treasured like little jewels in your wardrobe.