12 June, 2026

Jewellery has always been personal, holding a memory, marking a milestone or lifting an outfit.

That belief sits at the heart of NinetyOne Jewellery, the mother-daughter brand co-founded by Emma Lindsay, (who also leads our marketing and business development activities at Good Business), and her mum, Karen, who also works as a nurse, creating beautifully hand-finished jewellery in North Yorkshire. The brand’s pieces are personalisable and designed to be worn in a way that feels individual, whether through colour, styling, engraving or interchangeable details.

Six months after launching their website in November 2025, Emma and Karen secured a coveted position at John Lewis for a week-long concession in Newcastle this month through Pop-Up Indie, an organisation helping independent brands gain nationwide exposure.

What we love about the brand (apart from the fact it’s been created by one of the team!) is that it puts sustainability and ethics at its core.

That starts with thoughtful design. Rather than creating a series of new collections, NinetyOne runs two seasonal colour ranges – Spring/Summer and Autumn/Winter – as part of its core online collection. They avoid stock wastage by only holding a limited amount of stock based on demand, and unsold colours from the previous season are reworked into one-off, unique patterns, sold through independent retailers and pop-up shops, so materials are used creatively rather than wasted.

The same thinking sits behind NinetyOne’s best-selling interchangeable earring drops. Instead of buying a new pair of earrings in every colour, customers can buy changeable drops to add onto their hoop earrings. It reflects the belief that beautiful jewellery should be versatile, personal and made to last beyond a single season.

Packaging has been carefully considered too. NinetyOne’s jewellery boxes are FSC-certified, while their fabric jewellery bags are made using recycled eco-silk and recycled cotton.

For Emma and Karen, NinetyOne is about more than making beautiful jewellery. It is about building a brand rooted in creativity, confidence and conscious choices.

If you’re looking for jewellery with meaning, versatility and a little more thought behind it, NinetyOne is the one to watch and Friday 5 readers can get a 10% discount across any purchase throughout 2026 with the code FRIDAY5. And you can sign up to the NinetyOne mailing list here and follow their brand on social media @ninetyonejewellery.

By Tulika Agarwal