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ABOUT US

The Story of Carousel Jewels

Buy It Now To Enjoy

It all started in 2016

It's ok to be a little obsessed with jewellery. Well, that's what I tell myself. My name's Sally Louise and I'm the founder and designer here at Carousel Jewels.

From different gemstones through to old techniques that have been passed through the generations, the process of this craft has always fascinated me.

You could say it's in my blood. Part of my heritage comes from a family of jewellers in the Middle East. At the peak of their industry, they made fine jewellery for members of royalty. 

I've put all my passion into building Carousel into a celebration of classic jewellery - using trinkets and coins, while bring in my love for flora and fauna. With each piece, I tell a story - from the old coin picked up in an antique market to the earring inspired by an old family heirloom.

The challenge has been to make pieces with these influences that are luxurious yet affordable, and contemporary enough for the tastes and style of the modern wearer.

Meaningful jewellery for diverse, modern women 

I believe jewellery is for everyday and all occasions. Beautiful, meaningful jewellery has the power to uplift, from the natural positive power of gems, through to using motifs and symbols of inner strength, protection and guidance. A special piece of jewellery can transform a look and the mood of the wearer. This is what we strive to achieve with our pieces which we create for diverse, modern women of all ages. 

Being an independent brand, we are closely involved in the entire process from design to prototype, through to handmade production. Our makers are at the heart of what we do. We only work with small, family run businesses to bring our designs to life, and we have personal relationships with all of them. This is how I choose to run my business - and I love going for dinner with my makers when I meet them in person.

Behind the brand

We started off as a boutique brand, stocked in a number of independent stores, while also selling our pieces in our flagship store in Islington, London. Our pieces were immediately popular, and we realised that we wanted to share our jewellery with more women across the whole UK and overseas.

When the Pandemic hit, we were forced to close our boutique and had to pivot how we ran the business so we scaled our e-commerce operations and social media, and now sell thousands of pieces to women all over the UK, with fanbases also in Switzerland, Norway, Sweden, France, Germany and the USA.

As the founder of the business, I think it’s crucial that I maintain a personal connection with my customers, and I’m very involved with our Instagram communications. So when you engage with us on social media, you will often engage with me directly - this is a great source of input into our product and designs, and I’m always open to suggestions.

The future

Since launching, Carousel has been featured in a number of fashion publications including Vogue, Grazia, Refinery29, Elle Magazine, The Sunday Times Style, Stella and Marie Claire. The Independent and Evening Standard have also featured us in their round up of top independent jewellery brands. We have grown a loyal following and the brand has been worn by many including Elizabeth Day, Emilia Clarke, Stacey Dooley and others. 

We hope to continue to grow the brand in a thoughtful, considered way that is mindful of our people and planet. Oh, and that's me in the photo, during a trip to India.

Thanks for stopping by!

Sally Louise - Founder and Designer

"It's hard to be a diamond in a rhinestone world." - Dolly Parton 

Ring just received and fits well. Thanks so much. Will definitely recommend your company to others and will hopefully be buying more myself- eyeing up some earrings!!!
Helen

I ordered two pairs of earrings, and they are both absolutely fabulous. Thank you.
Anna T

Our customer

Just to say thank you so much for the two pairs of earrings I ordered for my daughter and myself. They are absolutely beautiful, wrapping and delivery excellent. It has been a pleasure to order from you and I look forward to my next purchase.
Christine M

Our customer