Creating new designs has been everything we hoped for, and then some. There is genuinely nothing like the feeling of starting with a sketch, or sometimes just a feeling, a mood, a sound — and watching it slowly become something physical. Something a real person wears out into the world.

And then your messages and stories started coming in, and everything changed.

There have been gifts for wives. For nieces heading off to university, ready to start the next chapter of their lives. Pieces chosen carefully by people who wanted to get it right for someone they love.

We have saved more of these messages than we will ever admit. On the days when the algorithms are winning, and the spreadsheets make grim reading, these are what we come back to. Every single time.

We didn’t know who our people were when we started. We do now. And they are wonderful.

Nobody sits you down before you launch a small brand and walks you through what is actually coming.

The jewellery side? We were ready for that. The other side, the endless, shape-shifting, algorithm-driven world of running a business online in 2025, was a different story entirely.

Meta. Google. Pinterest. SEO. Analytics dashboards. Email flows. Ad spend. Pixel tracking. A/B testing subject lines at eleven o’clock on a Tuesday night. We have spent the last year becoming accidental experts in things we never once studied, in an industry that changes its rules constantly and rarely bothers to tell you.

It has been steep. It has been relentless. There were weeks where it felt like the marketing was swallowing the making whole. We are still learning. We suspect we always will be.