Startup life

Turning trash into treasure

February 2020

We just had a great idea: what if you gave someone special precious metals from recycled phones for Valentine’s Day?

Not convinced? It’s really not that absurd when you realize that 7% of the world’s gold is in electronic waste. So if you want to do a little something for the planet while giving an original gift, we have what you need!

Back Market has teamed up with the brand Nowa and designer Eva Schreuder to launch G.Old, a jewelry collection created from recycled phones.

Our phones are way too precious to end up in the trash

According to data from the United States Environmental Protection Agency, we ditch 350,000 cell phones every day. And 70% of them end up in recycling centers on the other side of the world, where they have no chance of being recycled. It’s as sad as it is ridiculous when you understand that by recycling 1 million cell phones, more than 35,000 pounds of copper, 33 pounds of palladium, 772 pounds of silver and 75 pounds of gold can be recovered. We are undoubtedly throwing treasure in the trash.


Unfortunately, the amount of WEEE generated per year (waste electrical and electronic equipment) is growing three times faster than any other solid waste stream. This waste contributes to soil pollution, the destruction of biodiversity and the deterioration of health conditions for local populations.

G.Old: a new collection of pendants made from recycled phones

For Valentine’s Day, Back Market is joining forces with the brand Nowa and Dutch designer Eva Schreuder to launch G.Old, a collection of pendants made from precious metals extracted from used phones.


The materials were sourced by Closing the Loop. This organization collects phones from landfills in Africa to have them responsibly recycled in Europe. The jewelry is then hand crafted in Eva Schreuder’s workshops in the Netherlands.

It’s not every day that you can show your love for someone dear, and for the planet at the same time. So if you are curious, click here to get started! Our stocks are limited.


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