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Daughter of a fine jewellery and graduated from the Gemological Institute of America in New York, designer Alona Shelemy draws inspiration from her European and Middle-Eastern heritage for her precious creations. Each piece is lovingly crafted in London and is made from a range of gold-plated metals with intricate details.
As we introduce these unearthed jewel treasures into our Spring Summer collection, we asked Alona to share with us her journey toward building her own business and what drives her passion and inspiration.
“My wild spirit is what led me to launching my own brand without knowing what I was getting myself into! I fell in love with the world of jewellery at a young age. As the daughter of a fine jewellery, I was surrounded at home by the most precious pieces that my father believed were too beautiful to sell. This allowed for my mother to have a stunning collection which I would constantly play dress up with.
Growing up, I was always interested in fashion and followed on from my degree in Design Management to work for luxury fashion brands. But something was missing… with a desire to be more creative, I returned to my family heritage and trained as a jewellery designer at the Gemological Institute of America in New York. This gave me the chance to go back to my real passion, Jewellery design.
Ultimately, I have chosen to break away from my fine jewellery heritage, and have used my skills and knowledge to create my own collection. My line allows for an inimitable, fresh influence using a range of mixed metals with diverse finishes. Drawing inspiration from my middle-eastern and European background, By Alona specialises in re-envisaging the lost treasures of the Mediterranean into an effortlessly chic opulence.”
Wild to me means marching to the beat of your own drum by positively choosing what is right and true and authentic to themselves.
By Alona is a female led company, and is constantly championing woman’s empowerment. Community has always been at the core of all decision making. Via brand communication we work to relay what By Alona stands for which is a considered process, never compromising on design details, and giving back.
I love the mix of the feminine whimsical Liberty print fabric against chunky gold jewellery, it just takes it to that next level.
I could see myself wearing the skirt with a cropped top and Taylor necklace for summer and the dress with a stack of bracelets such as the Lana or Dione – or for evening the Taylor earrings.
Already featured in top worldwide publications with a cult following of celebrities, models and fashion influencers, By Alona is a unique British Jewellery brand that we are excited to share with you.