I'm a Jewellery-Obsessed Fashion Editor—These Are the 6 Under-the-Radar Brands Set to Dominate This Year

If there’s one thing I love about working in fashion, it’s discovering under-the-radar brands worth shouting about, especially when it comes to jewellery. The easiest way to dress any look up or down, the right jewellery piece can elevate your look, make a statement or tie everything together.

For a while, finding brands I truly loved felt like navigating a minefield. Every other Instagram ad introduced yet another "best jewellery brand", each promising the same trifecta: longevity, quality and style. But how do you know where to spend your money when they all sound exactly the same?

Once an industry dominated by two extremes—the affordable and the high-end—the jewellery market has now diversified, creating space for a wave of new, stylish brands that cater to a variety of price points and aesthetic preferences. Your Cartiers, Van Cleefs, and Tiffany & Co.s will always be staples when it comes to timeless, high-quality pieces, but there are also plenty of exciting, lesser-known (and largely much more affordable) brands with all the credentials to earn a place in your capsule jewellery collection. And that’s where I come in.

Below, I’ve rounded up some of my favourite under-the-radar jewellery brands. If you're on the ball, you may have come across a few of them before, but hopefully, there’s also something new that catches your eye. Enjoy!

What Are the Different Categories of Jewellery?

Costume jewellery: Otherwise known as fashion jewellery, this category can be as cheap as a few pounds and ranges to a couple of hundred. Often crafted from more affordable base materials like brass, copper or nickel, these pieces are designed to mimic the look of fine jewellery without the hefty price tag. With a wide variety of styles available, you can find almost anything your heart desires. I think this type of jewellery is especially useful for creating a specific look or experimenting with a vibe before committing to a longer-lasting investment piece.

Demi-fine jewellery: Sitting in the middle between fashion jewellery and fine jewellery, demi-fine jewellery offers the perfect blend of affordable luxury. These pieces are crafted from high-quality metals like sterling silver, 14-karat gold or 18-karat gold-plated vermeil, and often feature semi-precious stones such as rose quartz, opal, amethyst and more. They provide the durability and longevity that costume jewellery often lacks, without breaking the bank. These pieces make up the core of my capsule collection and are the ones I reach for in my day-to-day styling.

Fine jewellery: The crème de la crème of jewellery. Designer jewellery pieces are crafted from precious metals such as 14k, 18k or 22k gold (in white, yellow or rose tones), platinum and sterling silver. They often feature genuine gemstones like diamonds, rubies, emeralds and other highly prized stones. At (sometimes very) high price points, fine jewellery is usually reserved for gifts to celebrate milestones or mark special occasions, or if you're simply looking to invest in a piece that will last a lifetime.

Shop the Niche Jewellery Brands I Love:

1. Maya Brenner

Style Notes: In business for two decades, this brand was founded on the idea of infusing timeless, classic pieces with a sense of whimsical pleasure. Beloved by American A-listers such as Meghan Markle, Nina Dobrev and Alessandra Ambrosio, its designs have come to be known as "a piece to protect your peace," as actress Abigail Spencer (of Suits, Grey’s Anatomy and Mad Men fame) puts it. Spencer collaborated with Brenner on the bestselling Retreat necklace collection.

Known by the stars but not by the masses, Maya Brenner Jewellery is one to note if you're into personalised pieces. These incorporate semi-precious stones, and the brand allows customers to send the necklace back and add another charm if desired. This thoughtful touch creates a deeper connection to the piece.

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2. Scandivv The Label

Style Notes: Influencer-owned brand Scandivv (its founder is a social media creator with an audience of over 200K on Instagram), Scandivv the Label clearly lives by "the bigger, the better" when it comes to designing its pieces. Embracing the nostalgic charm of '70s boho-chic jewellery, the brand taps into the vintage-inspired trinket trend that’s taken off across fashion, especially following the highly anticipated Chloé spring/summer 2025 show.

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3. Tea & Tequila

Style Notes: If you’re into intricate details and thoughtful touches in every design and care deeply about your environmental impact, Tea & Tequila just might be the brand for you. Founded by friends Sarah Goodwin and Millie Bellville, its designs blend Mexico City’s rich crafting traditions with London’s contemporary design ethos to create pieces that are brilliantly unique yet remarkably wearable.

Spotted on London It girls like Olivia Neill and Mia Regan, the brand’s aesthetic gives a playful nod to the kitschy jewels seen in recent spring collections at Saint Laurent and Valentino. With a strong focus on sustainability, Tea & Tequila prides itself on using biodegradable and long-lasting materials across all production and packaging. This is style with substance, through and through. Curious to see the pieces in person? Tea & Tequila is popping up in London from 18–23 June 2025 at 15 Bateman Street.

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4. Josephine

Style Notes: If you’re into contemporary jewellery—especially pieces that look like tiny works of art—then Josephine should be on your radar. Launched in 2022 by two best friends, this Norwegian label is already becoming a favourite amongst the fashion crowd. Inspired by its namesake, Empress Joséphine Bonaparte (a rebel in her time), that same fearless, effortlessly cool vibe runs through every piece.

With bold, sculptural jewellery having a serious moment right now, Josephine feels super current but still timeless. Its rings, in particular, nail that perfectly imperfect stacking look we love. Everything’s beautifully made and designed to last, so you’re not just buying into a trend, you’re building a collection.

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5. Walton Emma

Style Notes: Looking for one-of-a-kind precious gems in chunky, eye-catching settings? Have a look at Walton Emma. Another standout namesake label, Walton Emma creates bespoke pieces that have caught the eyes of the likes of Dua Lipa. Following in her jeweller mother’s footsteps, Walton reimagines timeless styles with her own playful, distinctive twist.

I discovered the brand on Instagram during the pandemic and have been coveting her designs ever since. They're like sweet treats in jewellery form, with a whimsical, confectionery feel that I imagine wouldn't be out of place in Marie Antoinette’s jewellery box (in the best possible way). Known for her one-off custom pieces, Walton takes personalisation to a whole new level. Keep an eye on her Instagram for exclusive drops—they’re dreamy and they tend to sell out in seconds.

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6. Loveness Lee

Style Notes: A fan of more abstract pieces? Loveness Lee has you covered. Since launching in 2017, this British contemporary jewellery label has been turning abstract textures and organic forms into wearable art. Inspired by the marks and patterns left by nature, founder Loveness, who learnt from her architect mother, creates sculptural, interesting pieces that feel completely unique.

All of the pieces are crafted using recycled sterling silver and gold, so you’re not just getting something beautiful, but something that'll last, too. Whether you're into bold statement pieces or subtle everyday styles, Loveness Lee has something for every jewellery mood, and it’s all sustainably made. What’s not to love?

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