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 most in this world, it’s discovering under-the-radar brands worth shouting about—especially when it comes to jewellery. I love jewellery as its the easiest way to dress up or down any outfit; the right piece can elevate your look, make a statement and 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 label', each promising the same trifecta: longevity, quality, and style. That’s where the real challenge began—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 Tiffanys will always be staples when it comes to timeless, high-quality pieces.
However, there are also plenty of exciting, lesser-known brands with all the credentials to earn a place in your capsule collection. And that’s where I come in.
Below, I’ve rounded up some of my favourite slightly under-the-radar jewellery brands. Sure, you might’ve 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 typically ranges from a few pounds 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 find this type of jewellery 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 ground 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 — all 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.
