Vanessa’s Journey

In a world where fast fashion reigns, Vanessa Jacobs dares to envision a future rooted in repair, sustainability, and enduring style. Founder of Circulo and a pioneer of change, Vanessa’s journey to transforming the circular economy is nothing short of remarkable. Inspired by a personal experience that left her favourite pair of shoes in ruins, Vanessa saw an opportunity to reshape an industry often defined by disposability.

Through Circulo, she’s crafted a model that not only extends the life of beloved pieces but redefines how we value them—offering brands a tech-savvy roadmap to keep their creations in circulation and cherished for years to come.
In this candid interview, Vanessa shares with INLUXURY her insights on building Circulo, navigating challenges, and the importance of repair as both a practical and emotional commitment to sustainable style. Join us as she delves into the highs and lows of her entrepreneurial journey and reveals how Circulo is setting a new standard in the world of circularity—one restored piece at a time.

INLUXURY: Vanessa, could you share a bit about your journey as an entrepreneur? You've been part of multiple successful ventures with Circulo Technology, including selling The Restory, the world’s leading luxury repair platform. What inspired you to focus on the intersection of technology, repair services, and luxury?

Vanessa Jacobs: Sure. I didn’t start because I was a natural entrepreneur; it was something I wanted to see in the world. Years ago, when I moved from New York to London, a Cobbler ruined my shoes right before a big interview. I was stunned by the difference in service culture and this incident planted a seed; over time, each experience with repair services reinforced the need for a more elevated, streamlined, reliable system. I was also somewhat familiar with tech, having covered tech companies during my Wall Street days, which gave me confidence to bridge tech with repair services.

All things Entrepreneurship:

INLUXURY: Now, with luxury repair services growing by 12-15% annually and the global circular economy projected to hit $4.5 trillion by 2030, how do you see Circulo positioning itself within these growing trends?

Vanessa Jacobs: When we first started the key was making the concept appealing (no one does anything out of altruism for very long), and that meant and elevated, branded, high-service experience and solving the supply side issues of quality and talent. The Restory, tapped into pent-up demand and luxury positioning was essential to make unit economics feasible. We defined the repair category in luxury, similar to how Net-A-Porter defined luxury e-commerce. However, things have evolved; repair services are everywhere and even the traditional repair providers have raised their game. We’re moving to an enablement phase and Circulo is an enabler by providing the tech backbone so others don’t have to reinvent the wheel.

INLUXURY: Moving from Restory to Circulo, how did you decide on developing a software solution focused on circularity?

Vanessa Jacobs: It wasn’t our initial goal to build a tech company. We needed tech to make the math work, but existing ERPs like Salesforce didn’t meet our needs, so we started developing our own. Eventually, brands approached us, asking if they could license our system rather than outsource repairs to us. That’s when we realised the true value was in the technology, which could be scaled far more effectively than the marketplace model.

Digital Innovation in Repair Services:

INLUXURY: Could you share the most impactful technological implementation at Circulo and how it has streamlined the repair process for luxury brands?

Vanessa Jacobs: One of the most impactful features we developed is our quoting engine, which helps repair seekers provide a few simple inputs and get back all the easily digestible information they need to decide to move forward or not; accurate services, easy descriptions, consistent pricing, potential risks etc. Quoting is 20% of the cost associated with repair . It’s a sophisticated model, blending machine learning and statistical modelling, making the entire repair process more streamlined and less costly for luxury brands.

INLUXURY: And how does Circulo ensure quality control in handling high-value products?

Vanessa Jacobs: Most of a quality control process is checking if the work was done at all (before how it was done). Was it accurately quoted? Was all the information accurately communicated from the outset? Did new information make it to all the players in the chain in time? While we can’t judge the quality of a stitch, we can help define what quality is by digitising the process where we can identify fail-points. Circulo’s platform digitises the entire process, from intake to repair to fulfillment, creating a structured, repeatable workflow. This reduces human error and adds consistency, which is especially crucial when managing luxury items. 

INLUXURY: Repair services can play a huge role in sustainability within the luxury sector. How does Circulo support this shift towards a circular economy?

Vanessa Jacobs: At Circulo, we focus on extending the “desirable life” of luxury items. We see repair as not only practical for sustainability but also as a high-touch relationship building tool for brands and business owners. . By offering repair, brands can deepen their customer relationships and increase loyalty, positioning repair as an extension of their customer relationship management.

Brand Loyalty and Emotional Connection:

INLUXURY: Could you elaborate on how repair services help deepen customer loyalty?

Vanessa Jacobs: Repair offers brands an opportunity to engage with customers beyond the initial sale. For luxury brands, it’s about maintaining exclusivity and long-term customer relationships. Repair also provides an ongoing touchpoint, creating moments of truth that reinforce customer loyalty. If done right, these interactions can drive repeat visits and maintain customer relationships over time.

Future Trends in Repair Tech:

INLUXURY: As the luxury industry leans more heavily on technology, what emerging trends in the repair space do you see having the most significant impact?

Vanessa Jacobs: There’s a strong demand for integrated systems. Brands and retailers want seamless tech solutions that communicate with each other. API integrations between back-end systems such as inventory management, front end systems such as e-commerce and and the circular services such as resale and rental are becoming increasingly essential for creating cohesive customer experiences. This integration will be crucial as the luxury repair space continues to evolve.

Building Circulo and Scaling:

INLUXURY: With Circulo expanding to diverse regions, how are you ensuring that the platform is adaptable to various markets and consumer needs?

Vanessa Jacobs: We internationalized the system early on, building in multi-currency, multilingual capabilities and customs handling for international clients. Circulo now supports five key categories, including apparel, luxury, jewelry, sportswear, homewares, and electronics. This flexibility is vital as we adapt to different market needs globally.

Piece of Advice

INLUXURY: What advice would you give to luxury brands starting to incorporate repair as part of their sustainability strategies?

Vanessa Jacobs: Start small. Don’t try to cover everything at once. Take Burberry as an example; they started with just waterproofing their iconic trench coats. Building a business case around a few services or a hero product can help justify the investment before scaling.

Notable Insights from Vanessa

Vanessa Jacobs is no stranger to the highs and lows of pioneering change in an industry that once viewed repair as little more than a burden. Her vision for Circulo began with a simple yet powerful belief: that the value of beloved pieces could—and should—outlive trends, offering a more meaningful connection between consumers and the items they own. Her journey, filled with challenges and revelations, has led her to shape Circulo as more than just a tech-driven repair platform; it’s a movement, a shift in how we think about the life of what we wear and own. With Circulo, Vanessa is on a mission to inspire a mindset that treasures craftsmanship and timelessness over disposability, bringing depth to an industry ready for transformation.

One of Vanessa’s key insights has been the realisation that repair is not just a service—it’s a bridge to deeper loyalty and emotional connection between brands and their customers. In her view, repair is an intimate form of care, an act that reassures consumers that their choices matter and that brands are committed to maintaining quality, even after purchase. This approach extends beyond mere functionality; it speaks to the heart of what it means to build relationships and trust, giving each repair a chance to engage and connect. Vanessa believes that the simple act of restoring a favourite item can evoke pride and an enduring bond, a concept that reshapes customer loyalty for today’s thoughtful consumer.

Looking to the future, Vanessa sees Circulo as more than just a company—it’s an enabler of change, a platform that empowers brands to embrace circularity with ease. She recognises that repair and circularity are still emerging trends, yet her passion for creating sustainable solutions pushes her forward. For Vanessa, every repair represents a chance to make sustainability a tangible, cherished experience, and with Circulo, she’s paving the way for brands to honor their past while shaping a more responsible future.