Story Highlight
– New brands fill gap in affordable jewellery market.
– Tilly Sveaas launches trendy gold chain collection.
– Tada & Toy donates to animal conservation charity.
– Mejuri promotes sustainable materials for everyday wear.
– Daphine focuses on bold, sculptural handmade jewellery.
Full Story
The quest for high-quality jewellery within the £50 to £250 price bracket has become significantly easier, as a variety of ‘demi-fine’ and ‘contemporary’ brands have emerged, bridging the gap between affordable pieces and luxury items. This summer, whether shopping for oneself or selecting a gift, there is an abundance of stylish options available.
**Tilly Sveaas** is among the standout brands this season, offering gold chains that serve as a status symbol among London’s fashion-savvy crowd. Their latest collection, Moi + Toi, is inspired by the romantic Médailles d’Amour of early 20th-century France. The launch event, held at Mayfair’s LPM, was hosted by prominent figures Rosemary Ferguson and Elfie Reigate, suggesting that these pieces will be highly sought after.
Another noteworthy name is **Tada & Toy**, a London-based demi-fine jewellery studio that has garnered attention for its imaginative designs, including ear cuffs and intricate hoop earrings. Co-founded by friends Tansy and Victoria, the brand not only focuses on stylish stacking pieces but also commits 5% of sales to The Aspinall Foundation, which supports animal conservation.
For those in search of affordable imitation diamonds, **Heavenly London** remains an industry benchmark. Established in 1993 by Belinda Scott and now led by her daughter, Madeleine Sangster, the brand is known for its modern designs made from sterling silver plated with gold or rhodium and adorned with cubic zirconia and other simulated gems. Their new Art Deco collection caters to those who favour a bolder aesthetic.
Originating in Canada, **Mejuri** has captured the attention of style enthusiasts with its sustainable materials, including recycled gold and responsibly sourced diamonds. Since its inception in 2013, Mejuri has offered everything from simple studs to luxurious diamond bracelets, catering to diverse preferences and budgets.
**Daphine**, launched in 2018 by friends Damasia and Philippine, infuses its pieces with historical influences, drawing from fashion archives and their immense familial style legacies. The brand advocates for accessible luxury and continuous transparency in pricing. Its standout gold-plated Oli ring, echoing a classic 90s design, has been a massive hit on social media.
Founded by Collette Flood, **Orelia London** has been producing light and stylish jewellery since 2008, incorporating materials like 18k gold-plated brass and semi-precious stones into its offerings. The brand has expanded its range to include vibrant resin and enamel pieces, appealing to a wide demographic.
**By Pariah**, established in 2016 by Sophie Howard, prioritises raw, natural materials and boasts a clientele that includes many celebrities. The designs use recycled metals and untreated gemstones, balancing sustainability with aesthetic appeal.
For stunning feminine pieces featuring pave settings and pearls, look to **Lily & Roo**, which was founded in 2018 by Brittany Preston. This brand sources recycled precious metals and offers an array of personalised options, ideal for gifting.
**Astrid & Miyu**, started by Connie Nam in 2012, provides contemporary yet affordable jewellery designed for layering. The brand also features ear piercing and unique shops across London, allowing for a more interactive shopping experience.
**Daisy London**, created by Ruth Bewsey in 2009, has gained a devoted following thanks to its stylish and versatile pieces, such as chunky gold necklaces and signet rings. Their collaboration with influencer Estee LaLonde has propelled the brand into the spotlight.
**Missoma** is known for creating accessible pieces that blend semi-precious stones with gold vermeil, perfect for wearing alone or stacking creatively. Collaborations with lifestyle influencers have also boosted its visibility in recent years.
**Monica Vinader** became notable for her modern take on friendship bracelets upon her brand’s inception in 2008. Today, the company emphasises sustainability by ensuring its pieces are made from 100% recycled materials.
Emerging in 2010, **Maria Black** offers two distinct collections: one featuring fine jewellery and another focused on fashion pieces. Known for her sculptural designs, Black’s work embodies contemporary elegance and craftsmanship.
**Stellar 79**, founded by sisters Natasha and Sheena, merges cultural heritage with modern design, crafting affordable jewellery from ethically sourced materials.
Further afield, **Theodora Warre** incorporates a bohemian aesthetic into her pieces, drawing on family connections to craftsmanship and a commitment to ethical sourcing.
Also noteworthy is **Pink Piglet**, whose founder Millie Carr dedicates her designs to vibrant, ethically sourced crystals featuring unique healing properties.
As a well-established name in the industry, **Alex Monroe** creates nature-inspired jewellery that resonates with many. The bumble bee necklace, a signature piece, continues to capture attention.
Finally, **Ania Haie** and **Otiumberg** emphasize contemporary and fashionable designs at accessible price points, appealing to a modern audience seeking personalisation and style.
With these diverse options, the summer jewellery market offers something for everyone, ensuring class and affordability can go hand in hand.