About Us

Dainty London Jewellery takes its inspiration from the adventures and experiences of our founder, Jade Sammour.

The individual collections and pieces have unique design stories, and are all handmade in England. What started as a hobby in East London, is now multi-award winning brand, respected for its unique designs and craftsmanship.

Our Founder

Jade grew up in Cornwall, and spent a happy childhood barefoot by the beach and on the sea, fishing and collecting lobster pots with her fisherman father. She was the first in her family to head to University, and went on to become a ITU nurse at Great Ormond Street Hospital in London. Her journey to an award-winning jewellery designer, started as an outlet to wind down after work, and what came next after years of learning, became a full-time pursuit.

Dainty London was officially founded in 2018.

Our Jewellery Designs

A love of nature sits at the heart of Dainty London’s collections, whether a nostalgic look back to Jade’s Cornish childhood where she would imagine ocean treasures of glittering gemstones and bright organic pearls mixed in amongst the sand and the seashells, the rugged coastline and local Cornish folklore stories (the 1763 and Cornish Coastal collections), or taking inspiration from the wood - and farmlands that characterise England’s landscape (Woodland and Grain collections).

Jade’s newest collection (the Utopia Collection) was inspired by the ethereal mythology of Greek goddesses.

Many of Jade’s spectacular gemstone rings are named after historical mermaid sightings -yet are worn by the most landlocked city girls.

Explore all our collections and discover which pieces you love the most.

We also offer Free UK Delivery on every item.

Our Ethos

With nature in mind, Jade has an emphasis on sustainability in her designs and only uses recycled sterling silver and fair trade gold (where possible), this along with her recycled packaging makes Dainty London a fully sustainable jewellery brand.

Our Brand

Dainty London now has over 120 pieces in its range and is stocked by over 35 independent stores around the UK. Named as a 'Must-Have' jewellery brand in British Vogue, Tatler, The Telegraph and the Metro and also featured at London Fashion Week.

Worn by the likes of Emeli Sande, Kylie Minogue, Hayden Panettiere and Sabrina Elba on the red carpet of the Oscars, alongside a long list of famous social media influencers who love the jewellery and continue to promote it.


Jade has won multiple awards for her jewellery designs, including the ‘Emerging Jewellery Brand of the year” at the UK Jewellery Awards 2021, the ‘Creative Entrepreneur of the year’ at the Great British Entrepreneur Awards 2021, ‘Best Jewellery store in Essex’ with Muddy Stilettos.

Jade was also a finalist for the ‘Commercial Jewellery Designer of the year’ at the UK Jewellery Awards 2022 and ‘Designer of the year’ with the National Association of Jewellers.

Contact us

If you have any questions or queries about any of our pieces, customisation options or wholesale enquiries please send Jade an email: info@daintylondon.com