Here at Tide, we strongly believe in the importance of sustainability. Not just today, but as one of our core values, and we’re committed to becoming fully net zero by 2030! In celebration of World Earth Day, we’re shining the light on one of our members who’s building a business with sustainability at its very core.
Today, we introduce you to Claire from The Poured Project! The Poured Project is a family-run business that combines artful design with sustainable practices in their Yorkshire-based studio, for residential and commercial interiors.
Hi Claire, can you tell us about your business and what inspired you to start The Poured Project?
The Poured Project began with a desire to create sculptural basins and baths that combined artful design with sustainable practices. I’ve always been passionate
about interiors and materials, and I saw an opportunity to explore the use of concrete in a new way – not just for its strength, but for its beauty and versatility!
We started with bespoke bathroom pieces, reimagining them as statement objects that elevate a space instead of fading into the background. That focus on form, materiality, and sustainability has been at the heart of everything we’ve done since, and it naturally led to us expanding into innovative heating products.
You’ve developed a unique concrete mix that includes over 50-91% recycled and waste materials. Tell us more about this and how it reduces the impact on the environment.
Our proprietary mix is something I’m really proud of! By using over 50-91% recycled and waste materials, including byproducts from other industries, we’re diverting waste from landfill and reducing the need for virgin resources. Not only does this greatly cut down the environmental footprint of each radiator, but it also creates a unique, raw texture that enhances the sculptural quality of our pieces. It’s a blend of form, function, and responsibility.
How do you source materials for your products to ensure they align with your sustainability ethos?
We’re incredibly intentional about our supply chain. We prioritise local suppliers to reduce emissions and support UK manufacturing. Every material we use is assessed not just for quality, but for its environmental impact throughout its lifecycle.
Whether it’s the recycled content in our concrete or the finishes we use, everything is chosen with sustainability and durability in mind.
This year’s theme of Earth Day is ‘Our Power, Our Planet’. What steps do you believe businesses should take to implement this?
I believe businesses have a duty to lead by example. That means designing products with longevity in mind, investing in circular processes, and being transparent about where materials come from and how they’re made.
Switching to clean energy sources, minimising waste, and rethinking how we manufacture are essential steps. Every business, no matter its size, can play a part in creating systems that are both sustainable and scalable.
What does sustainability mean to you?
To me, sustainability is about responsibility and legacy. It’s about asking “How does this product impact the world now?”, and in ten, twenty, fifty years?
It’s about making intentional choices at every level – materials, production, packaging, and even how we scale. Sustainability isn’t just a trend for us, it’s the foundation of everything we do.
What has been your biggest challenge since launching The Poured Project?
One of the biggest challenges has been changing perceptions, especially around concrete – people often assume it’s environmentally unfriendly. When it comes to heating, it’s a different challenge – concrete radiators are still a new concept for many, and radiators are generally seen as something to hide.
We’ve had to show people that our radiators don’t need to be hidden. They’re functional sculptures – efficient, beautiful, and sustainable. Once people see and touch them, they understand what we’re doing, and it really clicks.
What advice would you give to someone wanting to turn a creative passion into a business?
Be prepared to wear all the hats, and enjoy the process. Stay true to your vision, but stay open to growth. Surround yourself with people who believe in your work, and don’t be afraid to ask for help.
Most importantly, keep creating. Your passion is your superpower.
What’s next for The Poured Project?
We’re really excited about what’s ahead! We’re currently developing new radiator designs and models to expand our range, continuing our focus on sculptural, sustainable heating.
In 2026, we’ll be launching a heated outdoor furniture collection – bringing warmth, comfort and style to exterior spaces, with the same commitment to sustainability and craftsmanship.
