Recreation Jewels began in March 2023, during my second year at the university of Edinburgh. What started as a small creative project quickly became something more, driven by a desire to create jewellery where you didn't have to compromise on quality or price.
Working closely with graphic designer Akmal, we developed our first brand identity and initial merchandise .
In July 2023, we officially launched our first website. In the early days, growth came from doing things differently — including street interviews on the Royal Mile, which quickly became our main source of revenue and introduced the brand to a wider audience.
In April 2024, we went viral overnight, and it changed the whole trajectory of our brand.
A few of our videos went viral, especially around the Eloise Star Bangle, and we gained over 10,000 followers overnight. Suddenly, Recreation Jewels was reaching people far beyond our usual audience and Georgia and I were packing orders until 3am.
In May, we became stocked by Urban Outfitters and Wolf & Badger, which was a huge moment for us.
By August, we were hosted our first pop up during the Edinburgh Fringe at Urban Outfitters in Edinburgh, where there was a queue outside.
That was the first time we saw how strong the demand was in person.
In January 2025, we hosted our first international pop-up at Wolf & Badger in New York. Seeing a queue outside in a different country was such a surreal moment .
We invited some of our favourite American creators, Rachel in a Real Way and Marissa Ren, which made it feel even more special.
In February 2025, we started taking Recreation Jewels to universities across the UK, including Exeter, St Andrews and Newcastle.
At every stop, the response was bigger than we expected. It made us realise how much demand there was to experience the brand in person.
Around the same time, we hosted a pop-up in Edinburgh, where there was a queue around the block.
That was when we knew we needed a permanent space.
At the start of June, we hosted a pop-up in New York with Thirteen Crosby, which was such a fun moment and brought the brand to a completely new audience.
A few days later, on 15th June, we opened our first permanent space in Edinburgh at 20 Thistle Street.
We celebrated with free matcha and goodie bags, and there was a huge queue outside. It was even featured in the local Edinburgh news, which made the whole moment feel quite surreal.
In July 2025, we opened our first London pop-up on the King’s Road for two weeks.
For the first time, we were running two spaces at once, which felt like such a big step for us.
We had some of our favourite small businesses join us, including Leuvroy, Blush and Blaze, and Rumba Prints, and even met Sophie Habboo, who later ordered from our website.
In September 2025, Brianna Chickenfry discovered the brand and everything went crazy overnight.
She visited our Edinburgh shop three times and shared Recreation Jewels across her socials, which drove a huge surge in traffic and sales almost instantly.
She still wears the pieces today, which makes it feel even more special.
In December 2025, we got the keys to our first office on Hanover Street.
We’re turning it into our dream space, part office, part community hub, and something we’ve wanted to create for a long time.
A note from The Founder
I’ve always loved jewellery and the way it can completely an outfit from something boring, to something unique and expressive. For me, style has always been about expressing personality, and jewellery has been the perfect way to do that.
At university, I was constantly complimented on my jewellery, especially the vintage pieces I would collect. This made me realise there was a gap in the market. I couldn’t find jewellery that felt high quality, unique, and maximalist, without it being overpriced. That was really the starting point for Recreation Jewels.
I started the brand in my second year as a way to channel that creativity into something real.
What matters most to me is being involved in every part of the process. From designing each piece to visiting our manufacturers and finalising the details, nothing is done without intention. I care a lot about how everything feels, looks, and wears.
Every piece is designed to be worn daily, layered, and lived in. It’s important to me that the jewellery not only looks good, but actually holds up over time. I always want to create pieces that I am excited to wear.
in the press
Maximalist jewellery
That's designed to last
Maximalist jewellery
That's designed to last
Maximalist jewellery
That's designed to last
Upcoming Events
Recreation Jewels Edinburgh's 1st Birthday Celebration: Our Biggest Giveaway Yet
Let's get Social
