The story of NinetyOne Jewellery is a captivating one, showcasing the power of family bonds and the courage to pursue a dream. This North Yorkshire-based brand, founded by a mother-daughter duo, has not only survived but thrived in a competitive market, and their recent selection for a John Lewis pop-up is a testament to their hard work and unique vision.
A Mother-Daughter Venture
What makes NinetyOne Jewellery stand out is its origin story. Emma Lindsay and her mother, Karen Jones, decided to embark on a joint venture, a bold career shift for both. Emma, with her background in marketing and sustainability consulting in London, and Karen, a former nurse, found a shared passion in jewellery-making, a hobby they had enjoyed together since Emma's childhood.
"We called it NinetyOne as my mum was 60 and I was 31 when we first decided to start something together." - Emma Lindsay
This name, a nod to their ages when they began, encapsulates the brand's essence: a celebration of family, creativity, and the freedom to build a life and business on their own terms.
Crafting Confidence
NinetyOne Jewellery's mission is to empower women through fashion. Their range of bracelets, necklaces, and earrings is designed to be versatile and expressive, allowing women to play with style and embrace their individuality. Each piece is hand-finished by Karen in small batches, ensuring quality and a personal touch.
"At a time when fashion and personal styling are back in the spotlight, we've seen a demand for versatile, confident pieces." - Emma Lindsay
The brand's focus on seasonal colors and personalized engraving adds an element of fun and uniqueness to their designs, catering to the modern woman's desire for self-expression.
A Prestigious Pop-Up
The selection of NinetyOne Jewellery for the John Lewis Newcastle pop-up is a significant milestone. Out of hundreds of applicants, their brand stood out, offering a unique blend of quality, style, and a compelling story. The pop-up will provide an immersive experience, including personal styling consultations and the opportunity to meet the founders themselves.
A Bright Future
With the buzz surrounding the Devil Wears Prada sequel and a growing interest in fashion and accessories, NinetyOne Jewellery is well-positioned for success. Their story, a blend of family, creativity, and entrepreneurial spirit, is an inspiration. It showcases the potential for small, independent brands to thrive and make their mark in a competitive industry.
In my opinion, NinetyOne Jewellery's journey is a reminder that sometimes the most rewarding ventures are those that stem from a shared passion and a desire to create something meaningful. It's a story that will undoubtedly resonate with many and inspire others to pursue their dreams, no matter the odds.
