Behind the Brand: Why LILY & ROO Was Founded
Every brand has a beginning. For LILY & ROO, it started with a search for the perfect piece of jewellery.
After more than a decade working within the jewellery industry, our founder Brittany knew exactly what she was looking for when it came to jewellery for her own wedding day: something delicate, timeless and beautifully made that she would still want to wear long after the day itself.
When she struggled to find it, she decided to create it herself.
That idea became LILY & ROO.
THE STORY BEHIND LILY & ROO
Where it all began
With years of experience in the jewellery industry, Brittany had seen first-hand what went into creating beautiful, quality jewellery.
But when it came to choosing pieces for her own wedding, she found there was a gap between traditional fine jewellery and more trend-led styles.
She wanted something different: jewellery that felt special enough for the biggest occasions, but understated enough to become part of everyday life.
That became the starting point for LILY & ROO.
Jewellery beyond the occasion
From the beginning, the idea was never to create jewellery that would only be worn once.
A pair of pearl earrings chosen for your wedding day should feel just as beautiful worn to dinner years later. A delicate necklace given for a birthday should become something you reach for without thinking. A bracelet marking a special occasion should be able to sit alongside the pieces you already wear every day.
It’s this balance between special and everyday that continues to shape our collections.
DESIGNED TO FEEL TIMELESS
Trends come and go, but we’ve always believed the best jewellery should have a life beyond a single season.
A more considered approach to design
Our collections are intentionally classic and understated.
Rather than designing around passing trends, we focus on delicate silhouettes, timeless materials and details that can be styled in different ways.
From freshwater pearls and 9ct solid gold to personalised jewellery and everyday pieces, each design is created to feel relevant now and for years to come.
Designed to last. Made to be worn.
FROM BRIDAL TO EVERY DAY
Weddings will always be an important part of the LILY & ROO story because they’re where the brand began.
But what started with bridal jewellery has grown into something much bigger.
Over the years, we’ve had the privilege of seeing LILY & ROO jewellery worn by real brides on their wedding days, from delicate freshwater pearls to timeless pieces chosen to complement their bridal look.
We love seeing how each bride makes our jewellery her own – and, even more, seeing those same pieces worn long after the wedding day.
Today, we create jewellery for weddings, birthdays, anniversaries, gifting and everyday wear – pieces for the moments you plan for and the ones you don’t.
For every woman, for every occasion
Our collections are designed to move with you through different occasions and stages of life.
You might first discover LILY & ROO while searching for your wedding jewellery, come back for a personalised gift and later find the necklace you end up wearing every day.
For us, that’s exactly how jewellery should be.
SUSTAINABLE MATERIALPERSONALISED BY YOUS, CHOSEN WITH CARE
Personalised jewellery has become an important part of LILY & ROO, allowing you to make a classic piece feel a little more your own.
From delicate initial necklaces to engravable pendants, our personalised collection is designed with the same timeless approach as the rest of our jewellery.
Engraved in our London studio
Our engraving is carried out by our team in our London studio, adding your chosen personalisation before each piece is carefully checked and packed.
We also offer same-day engraving on selected pieces, so a personalised gift or last-minute present can still feel considered and personal.
Whether it’s an initial, name or another personal detail, it’s a simple way to create a piece that feels individual to you or the person you’re giving it to.
QUALITY WITHOUT THE TRADITIONAL LUXURY PRICE TAG
One of Brittany’s original motivations was to create beautifully made jewellery without the traditional luxury price tag.
That principle remains part of LILY & ROO today.
We work with quality materials including genuine freshwater pearls, recycled precious metals, 925 sterling silver, 18ct gold-plated finishes and 9ct solid gold, carefully considering the materials and finish behind each design.
Where possible, we use recycled precious metals and responsibly sourced materials as part of our commitment to creating jewellery in a more considered way.
Responsibly sourced. Responsibly made. Designed to last.
FROM ONE IDEA TO A TEAM OF OVER 20 WOMEN
What began with Brittany’s search for her own wedding jewellery has grown into a team of over 20 women.
It’s here that we design, handcraft, personalise, engrave, finish, check and pack our jewellery, staying closely involved with the pieces and the orders that leave us each day.
Despite how much LILY & ROO has grown, that personal approach remains an important part of who we are.
Behind the website, the photographs and every LILY & ROO parcel is a small team creating jewellery that we hope becomes part of your own story
FROM ONE IDEA TO A TEAM OF OVER 20 WOMEN
The reason LILY & ROO was founded still shapes what we do today.
To create jewellery that feels special without being saved for special occasions. Jewellery that is classic rather than trend-led. Jewellery made with considered materials and attention to detail.
From the pearl earrings you wear down the aisle and the personalised necklace chosen for someone special to the pieces you put on every morning, our aim is simple: to create jewellery you’ll want to wear again and again.
Because the best jewellery shouldn’t just be for one moment.
It should be part of all of them.
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Go behind the scenes at LILY & ROO and discover how our jewellery is handcrafted by our all-female team in our London studio. From hand-selecting freshwater pearls to the final finishing touche...
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Behind the Brand: Inside Our Engraving Process at LILY & ROO
A behind-the-scenes look at how we create personalised jewellery at LILY & ROO, from our in-house engraving process and same-day service to initials, birthstones and meaningful pieces designed ...
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