Cornish Gems has become a hallmark of sustainable luxury in Cornwall, blending environmental mindfulness with exceptional holiday experiences. At the helm is Nadia Macer-Wright, whose unique journey from an off-grid childhood in rural Wales to a career in London’s fast-paced corporate world inspired her to return to nature and champion community-focused tourism.

In this exclusive interview, Nadia shares the personal inspirations behind founding Cornish Gems, the company’s groundbreaking sustainability efforts, and her vision for creating purpose-driven travel that leaves a positive mark on both people and the planet.

Nicolle: What inspired you to found Cornish Gems, and how has her personal journey influenced the business?

Nadia: I’ve always been very connected to nature, having grown up off-grid in the deepest darkest Wales, and living without electricity until I was twelve. It was a very carefree childhood; my parents had wanted to escape the city and return to nature, so they bought a derelict house in Wales, renovating it while living in a caravan with me as a young baby.

I didn’t attend a formal school until I was ten, which helped me forge a deeper connection with the planet, and not rely on technology as we do so much these days. I want to use my experiences to do what I can to preserve the natural world, using Cornish Gems as a vessel to help people use nature to heal in a world so full of challenges.

I’ve always been drawn to Cornwall, having holidayed a lot here because of the coastline and the people. After I travelled in this beautiful county, I knew I wanted to put some roots down. I found Cornish Gems after discovering an opportunity to create an excellent holiday service that could be seen as a ‘one-stop-shop’, where all of the services are fully managed in-house. I also saw this as a chance to create experiences that are environmentally-minded and offer a contrast to traditional holidays, in different areas of Cornwall. Since 2007, we have strived for excellence in all aspects.

Nicolle: What steps has Cornish Gems taken to achieve B Corp status, and what challenges did the company face during this process?

Nadia: Becoming B-Corp felt like a natural progression for Cornish Gems, as we were constantly looking for ways to improve and we wanted to become a solution for community challenges. Being B-Corp certified is a movement that is recognised globally, across all industries, which means that we aren’t just thriving in the tourism sector, but also amongst other leading companies. From our perspective, being B-Corp certified means that we have undergone a comprehensive evaluation of our impact on employees, customers, the community, and the environment, and we have met the stringent criteria set by the B Corp certification process.

We are passionate about investing in people, and as a business, we want to be able to give back to the community. Although we are now B-Corp certified, our journey has only just begun. We commit to working to improve our B Corp score of 97, sharing information and support with other organisations and working towards being a regenerative tourist business. We will continue to support Cornwall and let it thrive as a destination.

Nicolle: How does Cornish Gems integrate sustainability into its operations, particularly in supporting local communities and reducing its environmental impact?

Nadia: We put the interests of the community at the heart of everything we do. As a holiday provider, it is key that we minimise the impact of travel in our county and generate green pounds that stay in Cornwall. In 2023, we introduced our Eco-Conscious Collection - properties designed for sustainable holidays without compromising on quality. These homes feature eco-conscious touches like renewable heating, EV chargers, and native landscaping.

Using a Green Grading system, we carefully assess properties for inclusion, and we’re working closely with owners to grow the collection. In fact, in 2024, we’ve expanded the collection by 25%. We’re also tackling over-tourism by diversifying our property portfolio across Cornwall to ease pressure on hotspots. To support affordable housing for locals, we’ve committed not to add residential properties valued under £400,000. At the same time, we encourage guests to stay mindful during their holiday with tips like using public transport, reducing single-use plastics, conserving energy, and shopping locally. Sustainability is woven into our daily operations too.

In 2024, we’re proud to pay all employees a Real Living Wage and aim for 90% of our team to be local. We’re also cutting single-use plastics in the office and working toward our Net Zero goal, targeting a 4.2% annual emissions reduction. A solar farm investment will power us with 100% renewable energy by 2025, lasting an estimated 40 years. Through tree-planting initiatives with Tree Nation, we’ve planted over 1,450 trees in 28 countries. These efforts have offset nearly 7,500 UK-to-Cornwall car journeys, fighting deforestation and supporting global communities. Importantly, our aim isn’t to claim carbon credits but to make a real impact on climate change.

Nicolle: As a female leader in the UK tourism industry, how have you shaped your team and fostered a culture of excellence within Cornish Gems?

Nadia: I was lured away from the Welsh countryside by the bright lights of the city and ended up landing a job at an investment bank in London, which seemed like the perfect opportunity after my business management degree. I quickly realised it was a dog-eat-dog-world, and back then there was little room for empathy in the industry, which is incredibly tricky when you’re passionate about looking after people and finding out what makes them tick.

My parents had always encouraged me to be led by my heart and gut, both of which told me to change tact and reassess my ambitions, which led me to found Cornish Gems. As the owner of Cornish Gems, I like to lead by example, while encouraging others to evolve. I am very honest and transparent, which allows all staff to break down any barriers of the corporate world, while constantly striving to do things better.

I lead from the heart and always ensure that the team feels supported, as well as encouraging all the staff to just be themselves so that they can shine, thrive and achieve. I like to foster an environment of progress while embracing individuals, as that’s how we can continue achieving our wonderful accomplishments.

Nicolle: What specific initiatives has Cornish Gems implemented to give back to local communities outside of the peak tourist season?

Nadia: All year round, we pride ourselves on giving back to local communities, but this is especially important in the shoulder months. It’s important to promote Cornwall all year round, as there are seasonality challenges, however by evolving our market, the impact is reduced. One of the ways we support our community is through our Welcome Gifts. These thoughtfully curated packages, provided by The Cornish Food Box Company, are left in our properties for guests to enjoy.

They feature products from over 15 local suppliers, including farmers and beloved Cornish tea brands. To tackle food waste, we give guests the option to customise their gift or choose alternatives like planting trees or supporting the Cornwall Heritage Trust. This approach reduces waste and ensures we’re backing local producers, suppliers, and jobs. In addition to Welcome Gifts, our bookable extras and Gems Shop highlight sustainable, locally made products. For example, we feature the Circular & Co cup, crafted from recycled coffee cups and fully recyclable itself.

By prioritising local sourcing, we not only cut down on food miles and emissions but also help local businesses thrive. In fact, 53% of our supplier spending stays in Cornwall, with 25% going to the Cornish Food Box Company, which directly supports local growers and producers. Each year, we also dedicate ourselves to supporting a local charity. This year, we’ve been working with Truro Food Bank and The Royal Cornwall Hospitals Trust. As part of this, my husband and I completed a 142-mile hike along the South West Coast Path to raise funds for the hospital trust.

The money went towards an innovative EchoPoint sound installation by Justin Wiggan, which helps patients and staff find calm during stressful moments through carefully curated soundscapes. We’re also proud to have signed the Glasgow Declaration on Climate Action in Tourism. After 17 years in Cornwall, we’ve grown from focusing solely on luxury accommodations to becoming a purpose-driven business. Our commitment to sustainability and the community is at the heart of everything we do, alongside offering award-winning holidays and exceptional management services.

Nicolle: What awards has Cornish Gems won over the years, and what do these accolades signify about the company’s role in the tourism industry?

Nadia: We are thrilled to have been recognised by many acclaimed awards, each of which acknowledges our unwavering commitment to sustainability and the community. Most recently, we were highly commended in the Country & Town House Future Icons award, for the category of Best Sustainable Culture & Lifestyle Venue. While up against a number of brilliant brands, we were thrilled to have been appreciated in this group.

During our 17 years of operating, we have also achieved a number of other accomplishments, including recognition in the Cornwall Sustainability Awards and Cornwall Tourism Awards. We believe that these attainments depict us as a company that thrives to become a force for good, and that we prioritise environmentally-mindful travel, that benefits our Cornish community. We’re constantly looking to prove that we are a beacon of best practice and excellence, both within and outside of our industry.

Nicolle: What advice would you offer to aspiring entrepreneurs looking to build sustainable and community-focused businesses in the hospitality sector?

Nadia: It’s important to have a clear purpose that drives you so that you can strive forwards while being confident and brave. There have been many times where challenges have faced me, as a business owner, but it’s important to be resilient and get back up after being knocked down. It is also key to understand your impact as a company and ensure that you adapt to ensure that it’s positive. If this means that your business model needs to change, then so be it. Lastly, invest in the community, whether that’s your employees, suppliers, or property owners. They are all part of the journey, and they need to be on board to help drive positive change in the industry.

As Cornish Gems continues to evolve, Nadia Macer-Wright’s unwavering commitment to sustainability and community impact stands as a testament to what purposeful leadership can achieve. From transforming the tourism industry to nurturing Cornwall’s cultural and environmental legacy, Nadia's story is a powerful reminder of how vision, resilience, and heart can shape a business that truly makes a difference. To explore Cornish Gems and its offerings, visit www.cornishgems.com.

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Nicolle Knapova is a little bit of everything. She is a freelance translator, and content creator. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.

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