The affordable jewellery brands you need to know now
We've witnessed the rise and rise of demi-fine jewellery in recent years – in fact, searches for 18k gold-plated jewellery are up 100% since 2020. Before this affordable mid-point market arrived, women had to choose between costume styles made with cheap irritant metals (you know the kind that tinge your skin green) and expensive finer pieces expected to last a lifetime.
Here at Red, we always champion the capsule wardrobe and investment jewellery, but we're also aware that it can be tricky to get creative with just a few pieces in your repertoire. The beauty of demi-fine is that it's both affordable and good quality, so you can keep a few items on rotation, season after season. Since layering is a huge trend in 2024, you'll want a good collection of chains, pendant necklaces, earrings, bracelets, bangles and rings to stack to your heart's content.
Demi-fine jewellery is often made with sterling silver or gold vermeil, a process by which cheaper base metals are dipped in real gold to keep costs down. If it's made properly (watch out for flash plating or anything suspiciously cheap: yes, it probably is too good to be true) then it should last you a good few years. To preserve your plated treasures, avoid contact with water, perfume and beauty products and definitely don't exercise in it.
If you'd rather take the carefree approach (Margot Robbie has worn Missoma both to red carpet events and when surfing), there are ways around this. In a bid to be more sustainable, brands are considering the circularity of their pieces. Monica Vinader offers a five-year guarantee plus a lifetime repairs service, while Edge of Ember and Loveness Lee offer aftercare programmes whereby customers can pay for replating, repairs or cleaning.
Suitably convinced that demi-fine jewels are for you? Browse our guide to the best affordable jewellery brands before making your first purchase.
Monica Vinader
Here's a real Red favourite: Monica Vinader, the brand that helped make demi-fine jewellery a 'thing' when it launched back in 2002. Fast forward to 2024 and the label is stronger than ever – its quality plated pieces now come with a five-year guarantee and have impressive eco credentials (all packaging and metals are 100% recycled and all deliveries and returns are carbon neutral).
If you weren't already convinced, the Princess of Wales is a mega fan – she's been spotted in the brand's Siren earrings countless times, as well as its pearl drop necklace.
Mejuri
Mejuri used to be an insider secret, but it's grown from strength to strength since launching directly to consumers in 2015. By cutting out any middle men, the brand is able to maintain its accessible price points – each piece is tagged with an estimated market value and then the label's own 'Fair Price', which is usually 50% cheaper.
A self-proclaimed 'everyday fine jewellery' brand, Mejuri stocks everything from diamond-encrusted solid gold rings worth £7,000 (but priced at £2,200), to the £68 gold-plated Dome ring Instagrammers love – and plenty in between.
Read our interview with Mejuri's CEO Noura Sakkijha here.
Astrid & Miyu
"I started my business from my bedroom; now I have 22 stores across the UK and the USA," Astrid & Miyu's founder, Seoul-born Connie Nam, told Red exclusively when we chatted to her for our Spotlight On series.
It's hard to believe that the woman who has now kitted out the entire Beckham clan in her signature welded bracelets was divvying up orders out of IKEA boxes just 11 years ago. If you've heard the words 'ear party' and 'demi-fine' thrown around a lot, know that Astrid & Miyu is one of the big names behind these movements.
The SS24 collection 'Dolce', works with beaded, pearl, and chalcedony in soft aqua blue, adding an oceanic feel to your jewellery collection.
Read our interview with A&M's founder here.
Missoma
Another demi-fine OG, Missoma has been around for longer than you think – the brand existed as a wholesaler before launching its online store in 2011.
The sell-out stud earrings – which have just come back in stock – are a favourite of Sienna Miller, Bella Hadid, and Iris Law; while the wider collection has been worn by Meghan Markle, the Princess of Wales, and Margot Robbie.
We love the brand's fine collection, complete with solid yellow and white gold pieces and plenty of precious gems.
YSSO
YSSO is the London- and Athens-based jewellery label on every editor's lips at the moment. It was founded by creative mother-and-daughter duo Alexia and Stalo Karides, the former an ex-lawyer and the latter an archeologist and art historian, with over 30 years' experience in jewellery making. Entirely handmade in their Athens workshop, the core collection is full of organic, sculptural shapes in glistening gold-vermeil, but there are also some pieces with a '80s twist in the mix, like the Kombos earrings loved by Hailey Bieber.
Rachel Jackson
Rachel Jackson launched her namesake jewellery brand back in 2006 from a stall in Spitalfields market, and now she counts Kylie Jenner, Katy Perry, Rita Ora, Ellie Goulding, Jessie Ware, Fearne Cotton and Sophie Ellis-Bextor as fans.
If you're looking for timeless jewels with a whimsical feel (a breath of fresh air in the current market), this is the brand for you; think Kate Moss, London cool-girl vibes rather than the whole #cleangirl aesthetic. We're obsessed with the brand's love-heart gems and birthstone pendants.
Bonvo
Bonvo, meaning 'valuable' in Haitian Creole, was founded by Greek jewellery designer Maria Leonidopoulou in 2015. The sculptural, timeless pieces are crafted in the brand's London studio from 925 sterling silver plated with 18ct gold – a unique point of difference in quality, as most demi-fine brands are gold-plated brass.
The 'Musings' collection for SS24 is inspired by "summer memories along the Greek coastline," says Leonidopoulou. "The mismatched earrings, uneven pearls and ruffled shapes were created with emphasis on finding harmony in asymmetry. The shell-inspired pieces, natural stones and playful designs bring back a sense of summer freedom."
Alexis Bittar
Alexis Bittar’s upbringing has inspired an eclectic approach to jewellery, with both parents being antique collectors in the designer’s Brooklyn home. Signature pieces are crafted from 14k gold-plated brass and hand-carved Lucite, which is sculpted to resemble shapes in motion.
The inherently futuristic aesthetic is coveted by the industry's biggest names. Hailey Bieber has worn the Molten Bangles, Beyoncé was seen in the Orb Clip Earrings (pictured left), and The White Lotus star Jennifer Coolidge styled the Molten Gold Hoop Earrings on the red carpet.
Daisy London
Born from a market stall on Portobello Road, British jewellery brand Daisy London officially launched in 2010. Known for dainty, vintage-inspired demi-fine pieces that are made for stacking, it's since been worn by the likes of Cara Delevingne, Rochelle Humes and Laura Whitmore.
We're coveting the brand's cult T-bar necklace and anything from the Estée Lalonde and Shrimps collabs.
By Alona
By Alona is the demi-fine jewellery brand that fashion insiders can't get enough of, and it's been worn by the likes of Beyoncé, Em Rata and Jodie-Turner Smith too. Founder Alona Shelemy draws on her Middle Eastern background and knowledge passed down from her fine-jeweller father when creating each piece in her London studio. We adore the Alba ring and have been collecting every colour since the design launched – the pink opal and blue lapiz iterations are truly mesmerising.
Loveness Lee
Loveness Lee is the affordable jewellery brand we cannot get enough of here at Red. Every time our e-commerce editor wears the label's pearl Essen Aurum earrings, she is showered with compliments. If that’s not a reason to invest in a pair, we don’t know what is.
Handcrafted in the label’s London studio, each piece is made from recycled silver and gold – sometimes melded together, which creates the most stunning mixed-metal effect – in organic, one-of-a-kind shapes. Right now, we're obsessed with the 'Mushroom' collection and solid gold 'fine' range, set with freshwater pearls and lab-grown rubies and sapphires.
Daphine
Inspired by the strong women in their families, long-time friends Damasia Ball de Kermabon and Philippine de Follin founded London brand Daphine in 2018.
Much like the women in their lives take on many roles with elegance, the designers thought their jewellery should be just as versatile and beautiful. The SS24 collection takes cues from childhood memories – their grandmothers' wine glass and diamonds worn by their mothers. "These pieces are a nostalgic ode to the carefree days we dream of reliving over and over again," says the designers.
Ottoman Hands
Ottoman Hands founder Deniz Gurdal started her jewellery brand from a stall on Portobello Market. “I was the designer, administrator, and operations team for the brand,” she told Red in an exclusive interview.
Fast forward 13 years and the jewellery brand is a regular feature on hit TV show Emily In Paris and was even worn by 007 agent Lashana Lynch in the Bond movie No Time To Die (an organic feature, not a promo, we hasten to add).
The demi-fine brand’s USP is elevated bohemia inspired by Gurdal’s Turkish roots – think organically-formed gold-vermeil jewellery studded with mesmerising semi-precious stones and spiritual talisman motifs.
Read our interview with Ottoman Hands' founder here.
Edge of Ember
Inspired by her travels around Asia, Lynette Ong quit her finance job and launched the demi-fine jewellery brand Edge of Ember back in 2014. She wanted to shake off the negative connotations that came with the 'Made in Asia' label by highlighting the incredible craftmanship in Thailand and putting the environment first.
You can read an in-depth report detailing the brand's sustainability journey here, but in a nutshell the female-led team is innovating constantly to create the most ethical and socially responsible jewellery possible. It also just so happens to be really pretty...
Pandora
We don't need to introduce you to Pandora – it's a household name in the UK. But we can introduce you to the brand in 2024: the Danish company has hit refresh on its designs, dropping an elegant gold-plated line that editors can't get enough of and embarking on an impressive sustainability journey. Snap up the '90s-inspired Reflexions mesh bracelet and the timeless I.D bangle before they sell out.
Alex Monroe
Alex Monroe is not a demi-fine jewellery brand, as such, but it does drop a beautiful, affordable offering alongside its fine collection every season. The London-based label has become known for its whimsical animal and flower motifs – particularly the bumble bee designs – that are all designed in-house.
Orelia
Orelia London used to be sold in Topshop concessions (which the Red team misses terribly). Happily, it has since rebranded and branched out on its own. You can expect to find on-trend, demi-fine pieces at super reasonable price points, or weightier, longer-lasting items in the brand's LUXE department.
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