Success Stories
- VeMura – From Construction Debris to Design Material
- Success From the OWL Region: The Startup ONE WARE
- Miss Mineva on TV show "Die Höhle der Löwen" (The Lion's Den)
VeMura – From Construction Debris to Design Material
Through VeMura, Laura and Domenico develop eco-friendly building materials from what would otherwise end up in the trash—construction debris and industrial waste. Their vision: sustainable building should be not only eco-friendly, but also aesthetically pleasing and personalized.
In this interview, they explain how a spontaneous idea during their Interior Architecture degree program turned into a young company with a bright future.
How did VeMura come about—and who’s behind it?
We met on our very first day of interior design school at OWL University of Applied Sciences and Arts in Detmold. Even in our first projects, we realized that we worked incredibly well together—creatively, reliably, and with a similar sense of design.
During our bachelor’s thesis, an eco-friendly vacation home project in the forest, we suddenly faced a challenge: We were looking for a truly sustainable plaster that met our standards—but there was simply nothing suitable on the market. So we thought: Well, then we’ll just develop something suitable ourselves.
We got some old bricks from the Brick Museum in Lage, crushed them by hand, and experimented until we created the first functional plaster. It was dusty, exhausting, and honestly pretty crazy—but also incredibly exciting.
With this first prototype, we entered the Recycling Design Award at Marta Herford and immediately won second place. That was the moment we realized: Our idea has real potential.
What industry are you in—and what makes your business model unique?
We operate in the building materials and design industry, at the intersection of craftsmanship, architecture, and sustainability. Our company is essentially a manufacturer of eco-friendly building materials.
We create wall paints and finishes that consist of about 70% recycled brick, glass, and natural raw materials—free of concrete and chemicals. We give old materials new life and design sustainable spaces with style and responsibility.
What makes us special is that every product is custom-made for a specific project. We work closely with our clients to tailor the color, texture, and material composition.
Our goal is to produce sustainably, conserve resources, and create materials that are also aesthetically pleasing. For us, sustainability encompasses not only the ecological aspect but also an appreciation for craftsmanship and for what we create.
How were you supported—and what role did Campus Foundery OWL play?
Without Campus Foundery OWL, we certainly wouldn’t be where we are today. Through our professors, we learned about the Kick-Start Grant, which enabled us to purchase our first raw materials, produce prototypes, and professionally develop our idea.
In addition to the financial support, the coaching sessions and workshops were particularly valuable. We both have a background in business, but we both come more from a design background—topics like pricing, brand building, or business strategy were just theory to us. Through the guidance of the Campus Foundery OWL, we learned to think entrepreneurially and, thanks to their support, to apply this in practice without losing our creative side.
Another huge advantage was that we could use the university’s workshops and machinery. This allowed us to conduct many experiments, optimize our materials, and establish our production processes. This early testing phase was crucial for everything that followed.
What makes your concept special?
Our approach combines sustainability and design. We want to show that eco-friendly materials don’t have to look “eco,” but can be high-quality, unique, and aesthetically pleasing.
We work very much by hand—every surface is carefully crafted by hand. Our clients often say that we treat their projects as if they were our own—and that’s true. We guide every project from the initial idea to the finished wall and pay attention to every detail. It’s important to us that our materials are authentic: free of chemicals, durable, and unique in their feel and appearance. Every surface tells a story—sometimes even literally, because the brick comes from an old building that was demolished.
What is your vision for VeMura?
Our vision is to create a place where craftsmanship, design, and research come together. We’d like to have our own workshop with a small team that develops new ecological materials with us and shares our values.
In the long term, we’d also like to establish an interior design firm that works closely with our materials workshop. This would allow us to integrate architecture and material design even more closely—from concept to implementation.
We’re driven by the idea of making construction more sustainable, authentic, and at the same time more beautiful.
What experiences were particularly formative—and what advice would you give to other founders?
Starting a business is both freedom and responsibility. We’ve learned that you can only truly persevere if you believe in your idea. There were moments that were anything but glamorous—for example, when the axle broke on our little Fiat 500 while we were picking up construction debris. But that’s all part of it. Experiences like that bring us closer together and are remembered with a laugh.
Our most important advice to other founders: Just do it. Don’t overplan everything to death; just get started. Many people first try to come up with an idea just so they can start a business—it was different for us. We had a real problem, and our solution grew out of that.
When you act out of conviction, you grow along with your responsibilities. And that’s exactly the beauty of starting a business: you’re constantly learning, you’re shaping things, you’re creating something lasting.
What’s next for you?
We’re currently working on further developing our materials and expanding our portfolio. We also want to build a team in the long term—with people who share the same passion.
Our goal is clear: We want to rethink sustainable building materials—aesthetically, ecologically, and individually.
