Interview: Bags of Ethics CEO Smruti Sriram on revolutionising ethical luxury

Smruti Sriram OBE is on a quest to revolutionise ethical luxury by redefining what retail looks like in a conscious consumer era. As the CEO of Bags of Ethics, the second-generation entrepreneur has grown her family business into the partner of choice for world-class names including Selfridges, British Fashion Council, Boots, John Lewis, Dior and the Royal Collection Trust. Under her leadership, sustainable totes and reusable packaging have shifted from promotional afterthoughts to coveted lifestyle accessories.

With a vertically integrated “design-to-delivery” supply chain, the business has helped eliminate an estimated 30 billion single-use items, supporting leading brands in their transition to reusable solutions across fashion, beauty and retail. In 2025, the company achieved B-Corp certification alongside multiple sustainability accolades, further cementing its credibility in the ethical luxury space. 

Employing a workforce that is 80% women and championing initiatives from water treatment to tree planting, Smruti has built more than a manufacturing business – she has built a values-led movement. All this has led to Smruti being shortlisted for the 2026 Veuve Clicquot Bold Woman Awards.

Here, we speak with Smurti Sriram OBE about Bags of Ethics, championing environmentally conscious products, ethical luxury and being shortlisted for the Bold Woman Awards.

Related: Interview: Propelle founder Ayesha Ofori on her quest to make investing accessible for womenYou are the CEO of Bags of Ethics. Can you tell us a little bit about the brand and what it entails?
Bags of Ethics, part of Supreme Creations, is a brand dedicated to designing and manufacturing high-quality reusable products for retail, eco-packaging, and merchandise. We aim to replace single-use plastics by promoting reusable behaviour through exceptional, creative design with measurable environmental impact. Our efforts have already diverted over 30 billion single-use items from circulation. Our entire supply chain is ethically audited, Fairtrade-accredited, GOTS-certified, and SEDEX-audited. We prioritise sustainability and social responsibility, with 80% of production women-led, the use of sustainable materials, non-toxic REACH-compliant inks, and made-to-order processes to minimise waste.

Bags of Ethics is at the forefront of championing ethical luxury, achieving a B Corp certification in 2025. As the luxury consumer evolves to become more environmentally conscious, how can companies ensure they are putting sustainability at the forefront?
Consumers are conscious of what they spend their money on, where they spend it and how much. Brands which have a strong story around material provenance, production, and craftsmanship are winning at the moment – but consumers are very wary of authenticity. Companies need to really ensure they know exactly what is going on in their supply chain – for example we have an annual delegation visiting our factory in Pondicherry of clients who learn more about processes and the people who design and make their products. Respecting the entirety of the supply chain is integral for the customer to seek value.

You’ve worked with luxury brands like Chanel, Dior, Selfridges, British Fashion Council and more. How do you think eco-merchandising and eco-luxury has evolved in the luxury sector, particularly in fashion?
Gifting and rewarding customers are a successful route to customer retention. We have seen that with some of the best brands in the world, whom we are lucky to work with. Clients however are very discerning when they receive a gift – who is it made by, is it made to last, and is it beautifully designed. By just simply putting a logo on a product and expecting a customer to keep it and reuse it is not good enough. Similarly, consumers are avoiding single-use plastic and plastic-based items all together. We have now a patented solution for a plant-based leather which is really exciting, which combines luxury, sustainability for brands.

One of the biggest goals of Bags of Ethics is to establish sustainable and ethical transparency within manufacturers and supply chain management. Can you speak to how you achieve this?
We work with our factory and colleagues there all the time. They are symbiotic in our relationship, and our love, and respect for them is of the highest pedigree. We bring our clients to meet our makers – either through video calls on technical elements of production, or through photography and videography of their products on the factory floor. My favourite are the delegations and conferences we host at our factory – a very pretty pink factory – for people to think deeply about sustainability, design, and craft.

Related: Harris Reed on breaking fashion norms and working with Royal SaluteHow do you balance ethics with profits?
We are a for-profit business but with social goals and values at the very centre of our business. We work with our suppliers and customers as partners. We also are a big champion of charitable and community work across education, nature, design and more. For example, we have supported The Wings of Hope Children’s Charity for over 20 years, we have raised millions of pounds for emerging designers across the world and have helped promote and plant millions of trees through our partnership with Green Tree Badge, The Royal Forestry Society and The Queen’s Green Canopy. We can only donate to these causes if we are a profitable business.

How does it feel to be shortlisted for the Veuve Clicquot Bold Woman Award?
Incredible. But I know that there are many worthy women balancing work and life who are deserving of recognition.

As a woman in business, what are the challenges – if any – you’ve faced in your career so far?
There are challenges for all of us as women when it comes to what we can channel our efforts and time into – home, health, work, family. I am very fortunate and know that I am but take each domain of my life with a lot of responsibility.

You’re a co-founder of the Wings of Hope Children’s Charity, which works to improve the life skills of children across the globe. What is your hope for the next generation?
That they remain entrepreneurial and creative thinkers – as children have a beautiful way of looking at the world in simple, and non-judgemental ways.

What’s next for you and Bags of Ethics?
So much! Product innovations! Material innovations! Team growth! We have it all going on.

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