10 lesser-known jewellery brands to have on your radar in 2021

If you’re as fascinated by jewellery as we are, you’ll always be on the hunt for the next coolest brand to buy from. There are so many amazing mid-range jewellery brands out there today, with a plethora of choice no matter what your style. But along with the prominent brands we all know and love, there are a load of under-the-radar gems (no pun intended) out there just waiting to be discovered.

If you love keeping things unique and prefer to shop independent, these ten jewellery brands are worth checking out and keeping in mind for 2021. We expect big things for them all!

Wald Berlin

This gorgeous German brand was created by Joyce Binneboese and Dana Roski with the sole purpose of empowering women through handmade jewellery. WALD is a fair-trade and family-orientated business, meaning it’s a nice one to buy into — and that’s before we even touch on their stunning pieces. The mid-range brand offers the perfect mix of hi-low designs, with smiley faced beaded bracelets sitting beside decadent gold crystal rings on their website. They’ve also just designed a line of smiley face masks, set to drop any day now.

Shop at wald-berlin.de

Nue Hoops

Another family-run business, Nue Hoops was set up by a mother and her daughters, all of whom have differing styles. Thus was born the idea for Nue Hoops: a sustainable brand that allows shoppers to personalise their earrings to suit their own unique taste. Build your perfect earrings by choosing a starter hoop in your ideal metal, and adding charms to your liking.

Shop at nuehoops.com

Laura Galasso

SoftDream by LauraGalasso features jewellery from designer Laura Galasso, who takes inspiration from vintage antiques, combined with the allure of the modern world, making her pieces the perfect mis-match of new and old. Expect beautiful coloured stones, clever sculptural styles, and cute little touches that make her independent line stand out from many mass jewellery brands of today.

Shop at lauragalasso.com

Celeste Starre

New York-based designer Celeste Starre has a solid UK fan base, and it’s easy to see why. The designer — who is inspired by symbols that bring love, luck, health, and good fortune — makes jewellery that makes you smile. You’re bound to find something you love at Celeste Starre, whether your style is super kitschy or more elegant and sophisticated. And the mid-range fair price points are a welcome change from pricier predecessors.

Shop at celestestarre.com


Greek designer Elisa’s designs are very much inspired by her roots. The budding talent takes her fascination for ancient Greek jewellery and brings it into the 21st century, to make it accessible and wearable for the now. She describes her pieces — which span across designs for fingers, ears, wrists, and necks — as ‘perfectly imperfect.’ A ring or necklace from Eli-o would make a truly special gift for the seasoned jewellery lover in your life (even if that’s yourself!).

Shop at eli-o.ch

Oma The Label

Oma The Label was started by New York-based fashion stylist Neumi Anekhe, who wished to see more racial representation and diversity in the jewellery and fashion industries today. Her pieces make beautiful, quality jewellery accessible to the everyday woman. In the market for some new hoops or a staple gold chain bracelet? This is where to look.

Shop at Selfridges

Wolf Circus

Wolf Circus is a Canadian company run entirely by women who make lovely Demi-fine jewellery to freshen up any look. Using recycled metals, the brand considers themselves the epitome of ‘attainable luxury,’ with prices that are an investment but won’t set you back too far financially. Their rings are our favourite things to shop, especially those in signet designs with coloured stones. Annoyingly, Wolf Circus do not have a comprehensive UK stockist at present, but they do ship over here.

Shop at wolfcircus.com

Daughter by July Child

July Child was started as a website by young jewellery enthusiast Sinead Flood, who wanted to share her own eclectic taste with the world. Beginning as a stockist for other cult jewellery brands around the world (many of whom were not widely available in the UK), July Child quickly became the place to go for unique finds and vibrant designs. What followed was Flood’s own jewellery line Daughter, which features cloud-shaped rings, colourful charm bracelets and pendant necklaces, all with a youthful spin.

Shop at julychild.co.uk

Rosa De La Cruz

If you have a little more money to spend, fine jeweller Rosa De La Cruz will be happy to host you. The brand started after U.S.-dwelling Rosa moved to London to design jewellery, and partnered with revered magazine fashion director Tierney Horne. The stunning pieces in the line are designed to add a touch of sparkle and sophistication to your everyday wardrobes, and bridge the gap between luxury and minimalism. The likes of Cara Delevingne, Kate Moss, and Gemma Arterton have all been spotted in RDLC.

Shop at rosadelacruz.co.uk


Black-owned business DIXIEGRAZE was founded by Hanna Olsen in 2013 as a hobby, and has since grown into a fully-fledged sparkling empire. Born out of a desire to make quality jewellery affordable for everyone, the brand wanted to fill a gap in the market. The pieces are affordable, cool, and easy to layer, making them perfect to invest in for 2021.

Shop at dixiegraze.uk

Feature by Rebecca Fearn.