Wednesday, 7 July 2021

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Wednesday, 7 July 2021

The Best Off-The-Beaten-Track Jewellery Boutiques in London

The best places to buy jewellery in London are probably not the ones you’ve heard of.

These under-the-radar independent jewellery boutiques are my secret weapons when it comes to buying jewellery for loved ones; I send my brothers here, my dearest friends, the husbands/boyfriends of my dearest friends, and basically anyone who asks me where to go to buy something great (which, at this time of year, is most people I speak to).

These are my failsafe places to shop where I know I’ll discover new designers and really unusual and exciting pieces, and by that I mean things like the best pair of gold hoop earrings you’ll ever find (by Anna Osmer at Ruberg, see below) the coolest pair of simple twist-in hybrid stud/sleeper earrings I spotted on an actress friend of mine, and the most gorgeous, beautifully-proportioned, diamond studded star earrings perfect for New Year’s Eve. As you can probably tell, I will buy earrings over a pendant/bracelet any day of the week.

The below boutiques are so good because they are predominantly multi-brand (with the exception of one), so you'll find a selection of different designers and styles - which is ideal for gift-buying as you'll usually be able to find something you like.

Lastly, the atmosphere of the shop is also important to me - I don't want to be hovered over whilst trying to browse, and a relaxed, friendly setting is vital. All these place I’m telling you about now tick all the above boxes, and along with knowledgeable staff ready and willing to offer suggestions appropriate for your budget, as well as technical stuff such as gemstone carats and names etc, means that these boutiques, in my opinion, are the best places to shop for jewellery in London.


Epitomising all that is Scandi-cool, this gem of a shop tucked away on the picturesque Camden Passage in Islington stocks a selection of minimalist, pared-down jewels for your coolest girlfriend/sister/wife (we all have a coolest wife). Amongst my favourites here are Yannis Sergakis, a prolific greek jeweller making tiny diamond ‘Tetris’ style designs (see necklace below) that I defy anyone not to love, as well as the trademark asymmetry of Kamilla Ruberg and these gorgeous gold rings. These earrings by Anna Osmer were my Instagram hit of the summer and the most asked about piece I’ve posted about in a long time.

Ruberg, 21 Camden Passage, N1 8EA.

EC One

EC One is a perennial favourite of mine; it’s where I took my precious engagement ring to be resized and cleaned up (which meant I could actually wear it), and where I took my best friend, her husband, and my brother in law to buy their wedding bands. I also direct people here who are looking for gifts - sister gifts, mum gifts, best friend gifts - the wide selection of cool designers and easy to wear pieces means I’ll always find something for someone. It’s also one of the few stockists of one of my favourite designers Flora Bhattachary - her cocktail rings break my ‘no rings’ rules for gifts, but the easy exchange policy means if you do get it wrong you can easily swap it for a better fit. They also stock the brilliant Anissa Kermiche, and these Paniers Doré earrings are an easy purchase for fashion lovers.

EC One, 41 Exmouth Market, EC1R 4QL

Oh Boston

Good luck not buying everything in here. From glasswear and ceramics, to throws, plant pots and the softest leather shoppers, everything is hand picked by the supercool and super lovely owners Michelle Oh and Rachel Boston. I first popped in here to photograph some of the beautiful jewellery, and had to forcibly restrain myself from buying up half the shop. Truly unique, gorgeous homewares and a range of jewellery for all budgets, some handmade on the premises by the owners themselves. If you’re thinking of popping the question any time soon, be brave and ask Rachel or Michelle to book in a consultation.

Oh | Boston, 24 Cheshire St, London, E2 6EH


A small but perfectly formed space in the Shoreditch Boxpark, Parla is a haven for beautiful, affordable designs from a brilliantly curated edit of British designers. I have a strict rule for buying fashion jewellery (ie not solid 18k gold) which is that it must be well made with a good amount of gold plating, and must feel like you can’t buy a similar style on the highstreet. Parla has put together a truly brilliant selection of designers - from Clarice Price Thomas and Smith/Grey, to the excellent V Jewellery - a brand producing beautiful ‘modern vintage’ in sterling silver with lots of gemstones and sparkle - excellent for earrings and pendants, and a great line in ear jackets and other contemporary styles given a vintage feel.

Parla, 21, Boxpark, Shoreditch, London, E1 6GYM

Zoe & Morgan

On a pretty street in Primrose Hill is Zoe & Morgan, a stylish and fashion-forward jewellery boutique with a distinct graphic aesthetic that I’ve written about with regard to their engagement ring collection. The graphic edge merges with a spiritual vibe in their mainline collections, and the pendants, bracelets and earrings make for easy purchases and gifts thanks to their immensely wearable and classic feel, with tiny design details that make them feel special and a little bit festive - think diamond studded star earrings, golden moon pendants and gemstone set eye motifs. Perfect for stylish yoga lovers.

Zoe & Morgan, 48 Chalcot Rd, Primrose Hill, London, NW1 8LS

If you're still stuck after checking these out, we're offering consultations via WhatsApp throughout November and December to help you find the perfect jewellery Christmas present for your loved one. Save time traipsing across London or navigating a million results online, and let me send you selection of pieces tailored to your budget, and to your partner's style and taste, all whilst you're watching X Factor on a Saturday night or whilst on your lunch break at work.

If you click the 'Enquire via WhatsApp' button on any image on our website this will link you with The Cut London WhatsApp account instantly and we can begin our chat at a time convenient for you.