These engineers are eyeing up a new gold mine... INSIDE your smartphone

Incador co-founders Alice Chave (left) and Karen Chave (right).

And no, it's not crypto.

I'm talking about real gold.

A hearty welcome to ProblemKit! I help entrepreneurs find better problems to solve.

One of the best ways to do that is with snappy examples from other entrepreneurs who got it right.

This is one of those.

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Steal this: Incador might be a new venture, but sisters Alice and Karen are no newbies. They're experienced engineers who did the work to 'mine' a problem from their own lives that was truly ITCHY. Copy them!

The following post is not sponsored by Incador.

Alice Chave, Co-founder at Incador

Visit Incador.com

I sat down with the co-founder of Incador, Alice Chave, to get the origin story.

Who is Incador for?

Alice: Incador is for people who appreciate both luxury and ethical sourcing.

Our customers seek unique, intricately designed jewellery that tells a story.

By using responsibly sourced gold with full traceability, we create pieces that carry sentimental value and make a positive impact - making each one not just an accessory but a conversation piece.

A colour sketch of one of Incador's launch designs. Source.

What problem does Incador solve?

Alice: Incador addresses two big challenges:

1) The lack of transparency in the luxury industry, and...

2) The growing issue of electronic waste.

By recovering gold from discarded electronics and transforming it into fully traceable jewellery, we empower consumers to invest in pieces they can trust—while also contributing to a circular, sustainable solution.

How did you personally encounter this problem?

Alice: Karen and I have always been passionate about jewellery, but as consumers, we found it nearly impossible to trace where the gold or gemstones in our pieces came from.

This lack of transparency was frustrating, especially since our backgrounds in chemical and environmental engineering revealed just how exploitative and harmful traditional mining practices can be.

That’s when we realised there was a real need for truly transparent, ethically sourced jewellery.

Why didn’t you ignore it and solve something else?

Alice: The lack of transparency in the jewellery industry is more than an inconvenience—it’s a barrier to ethical consumption.

The hidden, exploitative practices in traditional sourcing have severe impacts on communities and the environment.

Additionally, electronic waste, which is rich in precious metals, is the fastest-growing waste stream in the world. Shockingly, only 20% of this e-waste is properly recycled, leading to a significant loss of valuable resources and further environmental harm.

So what is Incador?

Alice: Incador is a fine jewellery brand that transforms ethically sourced gold into intricate, one-of-a-kind pieces.

We ensure full transparency from sourcing to creation, using recovered gold from artisanal miners and recycled sources to create jewellery that consumers can trust and cherish for a lifetime.

Incador reflects their passion for planetary health through their designs: "This 18 ct gold huggie was inspired by the movement of kelp underwater, swaying with the currents." Source.

How did you know it might be possible to change the way precious metals are sourced for jewellery?

Alice: The advancements in gold recovery technology such as bioleaching, along with a surge in responsible consumption, have made it clear that there’s never been a better time to disrupt the jewellery industry.

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Alex: I looked into bioleaching; it's awesome tech that uses nature itself to extract metals from hard-to-reach places. I think there's something elegant about using biology to return precious metals to the economy.

How did you know Incador might be worth spending more time on?

Alice: Electronic waste is the fastest-growing waste stream globally, and with state-of-the-art technologies like bioleaching, we saw an opportunity to turn a waste problem into a luxury solution.

The overwhelming enthusiasm we’ve received around our Tech for Treasure campaign validated that people are eager to see e-waste transformed into something valuable and beautiful.

Let’s say you’re starting over. How would you find another great problem to solve?

Alice: I would start by identifying problems I’ve encountered personally.

I believe the best ideas come from solving challenges you’ve experienced yourself, as it brings a deeper understanding of the problem.

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Alex: I couldn't agree more!

What’s new and next for Incador?

Alice: We’re getting ready to launch our first collection alongside our Tech for Treasure campaign next year, starting with our chic and modern recycling stations across London.

At the same time, we’re exploring some exciting collaborations to create limited-edition pieces using laser metal fusion technology.

All of this is part of our mission to turn sustainable luxury into something that lasts; more than a passing trend.

Know someone else with a problem origin story worth sharing? Let me know!

Wishing you lots of problems,

Alex