How Project Emerald Began: A Love for Secondhand, a Mission for Change
Growing up, sustainability was more than just a word, it was a way of life. In our home, nothing went to waste. My Nan volunteered at Vinnies for years, teaching me that op shopping wasn’t just about bargains, it was about finding quality fashion items and giving them a second life. I learned early that secondhand doesn’t mean compromising on style or quality.
As I got older and started my own family, my love for secondhand clothing continued. But like many busy mums, I found it harder to make time to visit op shops in person. I wanted a simple, modern way for people to enjoy secondhand fashion without the stress or time commitment — and that’s how Project Emerald was born.
Project Emerald is an app and platform where you can buy and sell secondhand quality fashion items with ease. It’s where brands can sell their returns, samples, and past-season items. It’s where op shops can reach more customers online. And it’s where secondhand fashion lovers can confidently buy and sell clothing — no haggling, no hassle.
But it’s more than convenience — it’s a mission. Our goal is to keep 10 million items of clothing out of landfill, the equivalent of filling 2× the MCG with wearable fashion, and keep them circulating in Australian wardrobes instead.
By making it simple, trusted, and genuinely enjoyable to buy and sell secondhand quality fashion items, Project Emerald helps Australians:
Rehome quality items instead of throwing them away
Save money without sacrificing style
Support local, women-led, and values-aligned businesses
Take real climate action without changing how they live
Because if every Australian passed on just one good item, we wouldn’t just reduce waste, we’d change the future of fashion in Australia.
Project Emerald is here to make sustainable fashion accessible, fun, and impactful. Join us and be part of a community that’s buying and selling secondhand quality fashion items while making a real difference for people, style, and the planet.
— Eve
