Mónica Muriel
Sustainability commitments made at board level rarely survive contact with an Asian supply chain. Traceability, materials, certifications and audit trails sit thousands of miles away from the strategy deck, inside factories the company does not own. Closing that gap is what separates ESG narrative from operating substance.
Mónica Muriel is a founder and operator who helps companies turn sustainability commitments into working supply chains, drawing on more than 15 years building B Corp certified businesses between Shanghai and Madrid.
Full Profile
Why organisations work with Mónica Muriel
- She has built two B Corp certified businesses, Zurita Madrid and NEST Solutions, and speaks from the position of someone who has signed the supplier contracts, not someone advising from outside.
- Operating experience inside Chinese textile supply chains, including blockchain-enabled traceability, gives her a credible voice on what regulators and auditors will actually accept.
- She translates circular and regenerative business models into commercial decisions that protect margin, useful for boards under pressure on both ESG and price.
- A double legal and business background and a Hult Executive MBA mean she briefs equally well to compliance, commercial, and sustainability leaders in the same room.
Biography highlights
- Founder and CEO, Zurita Madrid, B Corp certified sustainable fashion business launched in Shanghai in 2015.
- Founder and CEO, NEST Solutions, B Corp certified consultancy applying Zurita’s methods to third-party textile and consumer goods companies.
- Global Executive MBA, Hult International Business School.
- Double degree in Law and Business Administration, Universidad Autonoma de Madrid.
- Associate, WAS (Women Action Sustainability), the Spanish women-led sustainability network.
- More than 15 years operating between Shanghai and Madrid across fashion and impact businesses.
Biography
Most sustainability strategies are written in headquarters and executed thousands of miles away, inside factories the brand does not own. The work that closes that gap, on materials, traceability, audits, and supplier behaviour, is what now decides whether an ESG commitment is operating substance or marketing.
Mónica Muriel has built two B Corp certified businesses on the operating side of that question. Zurita Madrid, launched in Shanghai in 2015 with two Hult Executive MBA classmates, is a sustainable fashion label built around traceable supply, ethical production, and circular design. NEST Solutions takes the methods, certifications and supplier relationships developed for Zurita and applies them to third parties in textiles and consumer goods.
Her training is unusually well matched to the brief. A double degree in Law and Business Administration from Universidad Autonoma de Madrid gives her a working grasp of the regulatory side. A Global Executive MBA from Hult gives her the commercial discipline. Fifteen years between Shanghai and Madrid gives her something rarer in the speaker market: direct experience of how Asian supply chains actually behave when a brand asks them to change.
She is an associate of WAS, the Spanish women-led sustainability network, and a regular voice on circular economy, regenerative business models, and blockchain-enabled traceability. The argument she brings to a boardroom is not that sustainability is morally right. It is that the companies treating it as an operating discipline today are the ones that will still be able to sell into European markets when the next compliance cycle lands.
Key speaking topics
- Sustainable and regenerative business models
- Circular economy in textiles and consumer goods
- Supply chain traceability and certification
- Blockchain in supply chain verification
- B Corp practice and corporate impact
- Fashion industry transformation
- Women, culture and sustainability
Ideal for
- Boards and executive teams committing to ESG targets that must now be evidenced in the supply chain
- Chief sustainability officers, heads of supply chain, and procurement leaders in consumer goods, fashion, and retail
- Founders and growth-stage CEOs designing circular or impact-led business models
- Industry associations and women-in-business networks focused on sustainability leadership
Audience outcomes
- A clearer picture of what regulators and auditors will accept as evidence of supply chain sustainability
- Working examples of how circular and regenerative models hold up commercially
- A founder’s account of what changes and what does not when a business pursues B Corp certification
- A grounded view of Asian, and specifically Chinese, supply chain dynamics from someone who has operated inside them
Talks
A talk on the conviction required to build a business that takes planetary limits seriously from day one.
Key takeaways:
- Why sustainability commitments fail without operating discipline behind them
- How founders absorb the early commercial cost of doing it properly
- What changes in a business once the long-term thesis is fixed
A practical talk on applying circular economy principles inside a working business.
Key takeaways:
- Where circular models add commercial value, and where they do not
- Material and supplier decisions that determine whether circularity is real
- How to sequence the move from linear to circular operations
A talk built around the B Corp framework as a diagnostic for corporate impact.
Key takeaways:
- What B Corp certification actually demands of an operating company
- Common gaps between stated values and supplier reality
- How to use impact assessment as a strategy tool, not a reporting exercise
A cultural talk on the relationship between fashion history and the status of women.
Key takeaways:
- How garments have encoded and enforced social rules across centuries
- The link between consumer fashion economics and women’s economic autonomy
- What that history implies for the next generation of fashion brands
A talk on aligning brand and marketing decisions with planetary limits.
Key takeaways:
- Where marketing claims are now legally and reputationally exposed
- How sustainability changes pricing, product, and positioning decisions
- What credible communication looks like in a post-greenwashing market
A talk on the industry forces shaping the next decade of fashion business models.
Key takeaways:
- The structural pressures on fast fashion economics
- Where regulation and consumer behaviour are converging
- Which business models are positioned to absorb the change