Every brand starts with a story. Whether it’s a spark of inspiration, a bold idea, or a quiet moment fulfilling a passion project that sets everything in motion, taking that initial concept and shaping it into a real business is one hell of a journey. While the path is rarely smooth – it’s filled with vision, risk, creativity and countless decisions as well as being a constant juggling act – we wouldn’t have it any other way!

For independent brands like us, this journey is even more personal, and it’s a story we share with pride, with every collection, design and detail holding a deeper narrative…

Where it all began

Our story really is one of remarkable transformation. It all started with our founder Jade and her unique journey from healthcare to haute jewellery. Back then, Jade worked as a Children’s Heart Transplant Nurse Specialist, and during her (minimal) downtime, taught herself jewellery design.

Jade eventually took the extraordinary leap to follow her creative passion, transforming her deep understanding of care and precision into the art of jewellery making.

Rooted in nature

Nature plays a vital role in the aesthetic and creation of so many Dainty London jewellery pieces, with our roots deeply embedded in British coastal heritage in particular. 

The origins of coastal fashion have long been celebrated throughout British culture. Here Royal Museums Greenwich explains more about the beginnings of the nation’s obsession with all things nautical and a very royal connection:

“The popularity of nautical style in mainstream society can be traced back to Queen Victoria who inspired a trend that soon became widespread in general fashion. In 1846 Queen Victoria had a child’s sailor uniform made on board the royal yacht for her son Albert Edward, Prince of Wales. The Queen recorded the first time he wore it in her diary… Over time, nautical styles became a mark of status in British society.”

While coastal themes are no new thing, Dainty’s unique twist on this classic has spawned award-winning collection after award-winning collection. Jade’s take on British coastal heritage comes from her own childhood, with her upbringing on the Cornish coast and her fisherman father’s maritime connections key influences.

This nautical influence can be seen throughout, with the Zennor Collection, and its whimsical sea-themed and mermaid-inspired pieces, just one of the ways Jade captures the very essence of British coastal life.

Milestone moments

Since launching Dainty London, there have been so many milestone moments to celebrate as well as so much love from people like you.

The icing on the cake came in 2021 when we were recognised as the ‘Emerging Jewellery Brand of the Year’. Jade was also personally named ‘Creative Entrepreneur of the Year’ during the same period marking another extra special achievement, and was recently recognised by Forbes magazine as a ‘Female Founder to Celebrate’ during Women’s History Month. Dainty London also won ‘Online Retail Strategy of the Year’ at the UK Jewellery Awards 2024.

The brand story has continued to go from strength to strength, growing from its coastal-inspired beginnings to encompass several diverse collections that tell very different stories. The AÉRÅ Collection for example celebrates both celestial and coastal themes using recycled precious metals, while the Fine Jewellery Collection offers heirloom-quality pieces that can be passed down through the generations.

The Goddess Collection draws inspiration from Greek mythology, and the 1763 Collection celebrates Victorian and vintage ocean-themed designs.

It’s not over yet!

Dainty’s story is of course far from over. Today, the brand stands as a testament to sustainable luxury, with production split between its London and Essex workshops, and complemented by a strategic manufacturing partnership in Bali. 

To date, Dainty London has caught the eye of many celebrities, with pieces worn by Emeli Sande and Kylie Minogue on the Oscars red carpet. It has also been featured in prestigious publications, including British Vogue, Tatler and The Telegraph.

Looking to the future, we’re poised for expansion, with plans to grow our stockist network beyond its current 15 independent UK stores to 50. We also have ambitions to venture a little further afield into international markets through initiatives like the DCMS Create Growth Programme.

From humble beginnings to award-winning sustainable jewellery brand, Dainty London’s journey embodies the perfect blend of British craftsmanship, ethical luxury and coastal heritage, and there’s so much more to come…