In the heart of Sabah, where plastic waste accumulates at an alarming rate, Lifetime Jewellery Design Corporation (LJD) is proving that discarded materials can be transformed into opportunity. Founded by Saila Saidie, this accredited social enterprise goes beyond cleaning the environment, it empowers marginalised communities, restores degraded land, and redefines the value of waste.
By upcycling plastic waste into unique tourism products and providing economic opportunities for vulnerable groups, LJD is leading the way in demonstrating how social enterprises can drive both environmental and social change in one of Malaysia’s most economically challenged states.
The Lightbulb Moment – From Waste to Worth
Before founding LJD, Saila spent eight years as a journalist covering social, humanitarian, and environmental issues. One day in 2019, while driving past the stilt houses in Sembulan, she encountered a sight that changed everything.
I noticed large amounts of moulded plastic bottles floating beneath the village, right in the heart of Kota Kinabalu. Despite its visibility, no action had been taken to address the issue. At that moment, I realised that merely writing about the problem wasn’t enough; I needed to do something more impactful. – Saila Saidie
The COVID-19 pandemic in 2020 became a pivotal moment. Through a collaboration with Viviantie Sarjuni, CEO of the Sabah Creative Economy and Innovation Centre (SCENIC), Saila was introduced to the concept of social enterprises, a relatively new idea in Sabah at the time.
Motivated by the urgency of the plastic waste crisis, she left her journalism career to establish LJD with a mission to minimise plastic waste, particularly from the Kayu Madang landfill and repurpose it into valuable, culturally significant products.
Creating Livelihoods Through Innovative Jewellery & Fashion
What sets LJD apart is its fusion of sustainability and culture. Using plastic waste sourced from landfills, discarded woven handbag straps, and 3D printing filament waste, LJD’s artisans transform these materials into high-quality jewellery and fashion products.
Each item is crafted by women artisans from villages like Kampung Kepayan Baru, Kampung Lobou, Kampung Keliangau, and Kampung Tenggiling.
LJD’s products stand out because they incorporate vibrant colours and intricate designs that reflect the diverse cultural heritage of Sabah. Our artisans craft detailed patterns using upcycled plastic, making each piece unique. – Saila Saidie
At the heart of this initiative is the Community Recycling and Upcycling Centre in Kampung Kepayan Baru, which serves as a hub for production, training, and community engagement.
The upcycling process is both meticulous and meaningful. It begins with the collection and sorting of plastic waste, which is carefully separated by type and colour. The materials are then thoroughly washed, cut into smaller pieces, and shredded into tiny flakes.
Specialised machines, including injection moulding and sheet press machines, transform plastic flakes into base materials. Skilled artisans take over from there, hand-carving intricate patterns using sharp knives to create unique designs.
Finally, the products are assembled and packaged using eco-friendly materials. Each product carries a story.
LJD’s jewellery blends vibrant colors, intricate designs, and Sabahan heritage. Crafted from upcycled plastic and gold-plated stainless steel, each piece features traditional motifs – like the Murut Sinumandak motif that symbolises beauty, strength, and fertility – sharing indigenous stories while promoting sustainable style.
Impact That Speaks Volumes
Since 2021, LJD has upcycled approximately 10,000 kg of plastic waste, with a target of reaching 20,000 kg by 2025 thanks to recent investments in upcycling machinery.
This work supports more than 50 artisans, including villagers and refugees, who earn up to RM200 within a few days of work, a crucial source of sustainable income.
In addition to empowering local artisans, LJD partners with the Academy of Arts & Creative Technology (ASTiF) at Universiti Malaysia Sabah under the guidance of Assoc. Prof. Dr. Lilian Lee. This academic-industry collaboration fosters innovation while supporting the professional development of final-year students.
Winning the Shell LiveWIRE competition in 2022 gave us RM10,000 in funding, which we used to buy a sheet press machine and hire 30 artisans, many from ASTiF. LJD provided moulded plastic waste, which students transformed into unique pieces under Dr. Lilian’s guidance. They earned between RM3 and RM10 per artwork, depending on its complexity. – Saila Saidie
Restoring The Land, Empowering Refugees
Beyond jewellery and fashion, LJD is committed to land restoration efforts at the 8.9-hectare Kayu Madang landfill. Here, the enterprise works with 20 refugee waste collectors, many of whom previously relied solely on aluminium collection for their livelihoods.
By training them to clean, cut, and prepare plastic waste for upcycling, LJD is providing an alternative income stream while reducing environmental degradation.
Initially, they were unaware that plastic waste could hold value. By engaging with them, we’ve introduced new employment opportunities while working toward our goal of transforming the landfill into a sustainable environment. – Saila Saidie
Plastic waste from the landfill is repurposed into functional furniture and tourism products incorporating Sabahan cultural elements.
We also produce small furniture made from plastic waste using a large sheet press, along with tourism products featuring Sabahan motifs, such as Sinumandak motif earrings and Labuk ethnic motif keychains. – Saila Saidie
She added that the company can handle bulk orders for both tourism products and furniture, thanks to the support of the Kampung Kepayan Baru community and multiple upcycling machines.
Changing Perceptions, One Product at a Time
Changing public perception remains one of LJD’s greatest challenges.
Many Sabahans believe that products made from plastic waste are dirty or unhygienic. To overcome this, we prioritise transparency – demonstrating every step of our upcycling process to highlight the care and quality involved. – Saila Saidie
Through workshops, social media campaigns, and community engagement, LJD educates the public on sustainable practices and climate action while dismantling misconceptions about upcycled products.
Scaling Impact and Innovation
The future looks bright for LJD Corporation, and SCENIC has played a crucial role in its growth. From offering a free workspace at their Makerspace to showcasing LJD’s products in Amsterdam and the United Kingdom, SCENIC’s support has boosted the enterprise’s visibility and impact.
As a key government agency, SCENIC has provided LJD with training, workshops, mentoring from industry experts, market access, and funding opportunities.
In 2024, LJD won the Youth Social Entrepreneurs (YSE) Regional 2024 Sabah, organised by the Singapore International Foundation (SIF) in collaboration with SCENIC. With funding from the Sabah Ministry of Science, Technology and Innovation (KSTI) and SCENIC, they joined a Study Visit to Singapore to gain market insights and expand their entrepreneurial journey.
This year, LJD was also selected to represent Sabah at the Social Enterprise World Forum (SEWF) in Taipei, Taiwan, increasing its global reach.
When asked about the future of LJD, Saila shared:
Over the next five years, LJD aims to divert 20,000 kg of plastic waste annually from landfills, train and employ more artisans from marginalised communities, and expand the Community Recycling and Upcycling Centre across Sabah. – Saila Saidie
LJD also plans to collaborate with global ethical brands to scale its impact and make sustainable upcycling mainstream. They are partnering with Sri Pelancongan to upcycle discarded tarpaulins into tourism products, weaving sustainability into Sabah’s tourism industry.
With innovation, perseverance, and a commitment to community empowerment, LJD Corporation is proving that waste isn’t the end of the story—when approached with creativity, waste can be transformative.
