Alex Angel-Benscher, founder and designer of ethical jewellery brand Vurchoo, is living proof that creativity can change lives, not just his own, but those of countless others around the world.
Originally a graffiti artist growing up in Essex, Alex always had a creative spark. But it was during a 14-month journey across the globe, working, volunteering, and experiencing different cultures, that he had what he calls his “lightbulb moment”.
While in Cambodia, he saw children selling handmade items on the street, doing what they could to survive. Many had genuine talent, but no platform. Alex realised he could use his skills to give them one.
Inspired by their creativity and resilience, Alex returned home and launched Vurchoo in 2015 with support from the Prince’s Trust. Now based locally in Buntingford, he continues to design from a place of purpose, creating jewellery inspired by artwork from schoolchildren in disadvantaged communities around the world and donating a portion of the profits to support those very communities.
Working with schools in the UK and abroad, Vurchoo invites children to draw what matters most to them; their family, their culture, their dreams.
These drawings are transformed into stunning jewellery collections that are stylish, wearable, and full of meaning. Through UK charity Teach a Man to Fish, Vurchoo donates 10–25% of pro ts from each design to fund education and enterprise projects for young people.
Today, Vurchoo jewellery is stocked by leading retailers and loved by those looking to wear something beautiful with a deeper purpose. For Alex, it’s about more than jewellery; it’s about empowerment, representation, and giving back.
“This is about creating something timeless,” says Alex, “and knowing every piece helps someone else move forward.”
As sustainability and purpose reshape the way we shop, Vurchoo offers a truly ethical alternative, proof that design can create positive change, one piece at a time.
Explore Vurchoo’s collection and enjoy 15% off with the exclusive code STONES15.
