Genia Mineeva


Genia is the Founder and Creative Director of BEEN London, an award-winning sustainable accessories brand with a mission to change the way we view waste. All products are handcrafted in London entirely from materials that would otherwise end up in a landfill. Genia is a faculty member of Cambridge Institute for Sustainability Leadership and a lecturer in sustainable materials innovation. In her previous life, she was a News Broadcast Journalist at the BBC, Director of Communications at and supermodel Natalia Vodianova’s Naked Heart Foundation. She also worked on the Global Goals campaign for the United Nations with filmmaker Richard Curtis.