Founded in memory, built for modern life.

London-based jewellery brand D.LOUISE is changing the way women think about everyday jewellery.

Founded by Olivia Jenkins in memory of her late mother, Deborah Louise, the brand was born from both personal loss and a practical frustration. After losing her mum in 2017, Olivia wanted to create something meaningful, but also something genuinely useful: jewellery women could wear every day without worrying about tarnishing, fading, or constantly taking it off.

What started as a tribute has grown into one of the UK’s fastest-growing waterproof jewellery brands, building a loyal customer base around a simple idea: jewellery should fit into your life, not interrupt it.

Unlike traditional gold-plated jewellery, which often loses colour and shine over time, D.LOUISE pieces are made from surgical-grade stainless steel with 18k gold PVD coating. In simple terms, that means they’re waterproof, anti-tarnish, hypoallergenic, and made to be worn on repeat.

From workouts and work meetings to holidays, showers, swimming pools, and nights out, D.LOUISE is designed to stay on.

“We wanted to create jewellery that women don’t have to think twice about,” says founder Olivia Jenkins. “Something that looks elevated but actually works for real life.”

The collections focus on timeless, versatile staples: necklaces, bracelets, earrings and rings designed to layer, stack, and wear daily. Sitting in the accessible premium space, D.LOUISE bridges the gap between fashion jewellery and high-maintenance fine jewellery, offering elevated pieces at an attainable price point.

The brand has found a natural following among women with active, fast-paced lifestyles, including England footballer and Champions League winner Lucy Bronze, alongside Olympians, tennis players, and a growing community of women looking for jewellery that keeps up.

Looking ahead, D.LOUISE is continuing to expand its offering with several launches on the horizon, including Chapters, a new charms category designed for personalisation and storytelling, a collaboration collection with Leanne Hainsby-Alldis, Peloton instructor and entrepreneur, and Travel Rings elevated alternatives to traditional engagement rings, created for women with active, on-the-go lifestyles.

Strategic Wholesale Partnerships

Alongside product growth, the brand is also focused on expanding its retail presence through strategic wholesale partnerships. With strong operational foundations and growing demand in the waterproof jewellery category, D.LOUISE is actively looking to partner with retailers aligned with its vision for modern, lifestyle-led jewellery.

About D.LOUISE

D.LOUISE is a London-based jewellery brand founded by Olivia Jenkins in memory of Deborah Louise. The brand creates waterproof, anti-tarnish, hypoallergenic jewellery designed for everyday wear pieces made to move with you, not slow you down.