Most circular fashion programmes launch with good intentions and quietly stall — or never get off the ground in the first place.
Not because the concept is wrong. Because brands design around the programme, not the consumer — or spend so long trying to figure out where to start that they never do. The result is a resale, repair, or rental initiative that consumers don't understand, don't trust, or simply don't use. I fix that before you build it.
I'm Jordana-Lee Pearce. I've spent 12+ years in the fashion industry across circularity, loyalty and customer strategy — most recently as Senior Manager of Loyalty Strategy at Tommy Hilfiger HQ in Amsterdam.
What I kept seeing, across loyalty and circularity alike, is that asking consumers to do something new only works when three things are in place: genuine brand trust, a value exchange worth their while, and a programme built within real commercial constraints.
Get those right, and participation follows.
I care deeply about pre-loved fashion, extending the life of the clothes people already own, and building brand experiences that actually resonate with consumers. That's the space I've consistently gravitated toward across my career.
I built not new. to help brands bridge the gap between genuine circular fashion ambition and what customers will actually engage with in practice.
Extended Producer Responsibility laws are accelerating across the EU, retail is evolving fast, and consumers expect more — you know it's time to act, but where do you start?
Or maybe you've already tested something… and it didn't quite work.
Feel familiar? That's exactly where I come in.
I help small to mid-sized European fashion brands design circular programmes — from resale and repair to rental and recycling — selecting the model that your consumers are most likely to adopt and that makes sense for your business.
My approach starts with your specific consumer: understanding what would motivate participation, what would hold them back, and which model gives you the strongest foundation to build on. The result is a clear direction grounded in real behaviour — not a generic idea of what might work.
We start with the Consumer Circularity Adoption Audit — a focused 2–3 week diagnostic that identifies which circular models your customers are most likely to adopt, and the conditions required for a successful launch.
This creates the foundation for everything that follows — from programme design through to pilot and beyond.
Programme Design & PilotFrom there, I work with brands to design and shape their circular programme — validating consumer insights, defining the model, customer journey, commercial viability, and key decisions needed to move into a pilot blueprint.
I stay involved as a strategic partner as the programme takes shape, supporting key choices as it moves from concept to reality.