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Extraordinary Jewellery for Extraordinary Women

Ethos of London is an online destination for fine jewellery showcasing an array of visionary designers, putting storytelling and expert craftsmanship at the heart of every creation.

How did it all begin?

Ethos of London was born from a love for natural crystals and gemstones, coupled with a passion for creativity, self-expression and design. Fine jewellery encapsulates life’s core values of joy, celebration, craftsmanship and cultural legacy. It was clear to me that curating independent fine jewellery designers, giving them a common platform and a shared voice, would create value for both the designers and anyone looking to gift or acquire fine jewellery and legacy pieces.

What sets your business apart?

Our artistic eye, resulting in a bold and engaging curation of distinctive jewellery pieces, many of which are one of a kind. The rich storytelling and sole focus on fine jewellery set us apart from other retailers who tend to showcase fine jewellery alongside gold plated and costume jewellery pieces. Our pieces are all in solid gold from 14 karat to 24 karat. Our philanthropic work is also a point of difference. We seek to place philanthropy at the heart of luxury and donate part of our proceeds to charitable causes. In addition, all our designers have ethical jewellery making practices and many support a charity close to their heart.

What is the concept behind your business or the problem you’re solving?

Ethos of London offer a curated alternative to larger multi-brand online retailers. We showcase original hand-crafted high quality fine jewellery from independent designers. Therefore, our clients do not have to differentiate fine jewellery items from costume jewellery items when they come on our site. We also ensure that a percentage of the sales are reinvested in philanthropic work, marrying luxury with purpose and enabling our clients to feel safe in the knowledge that their purchase is benefiting the world at large.

Where to next/What is your brand vision?

We are looking forward to welcoming more designers to the platform, both emerging and established, and to bring their creations to an international audience. We are currently focusing on America and Europe with plans to develop further.

Valerie Genty

Founder of

Ethos of London

What do you feel passionate about/what drives you?

Art, design, craftsmanship and promoting the incorporation and enjoyment of luxury in day-to-day life. Luxury is not solely material, in fact luxury is mostly an emotional experience. It is a sensation of discovery, wonder, ease and wellbeing. Luxury is something that we are born with, and the need and expression of it is deep-seated within us, but we tend to lose it as we make our way in life and adapt to prescriptive social norms. I am passionate about promoting and nurturing art, craftsmanship, beautifully made objects and the sense of self and human wonder it cultivates.

Share an example of early life that has shaped you?

A visit to the Louvres Museum in Paris when I was in my teens. I sat in front of an impressionist painting for hours and observed the brush strokes and the light. The pull was significant!

Highlights of your business journey so far?

Having the privilege to work with incredible international talents and to promote their work is the best part of my journey. Getting to know unique and visionary designers, learning about their collections and their work will always be the highlight.

Key lessons you have learned along the way?

Trust your instincts and trust your vision.

Best piece of advice you have received?

As an entrepreneur there is a tendency to see the business as not being separate from you. The best advice I received was to think of the business as its own separate individual, with its own needs and trajectory, which is really helpful to set both smart business objectives and personal boundaries.

Advice to an aspiring entrepreneur or woman just starting her career?

Don’t compromise. Stick to your values and find your people. Surround yourself with people who inspire you and support you.

What funding route have you chosen for your business and why?

I am still looking into this, the second half of 2021 will mostly be spent on fundraising, I am at the start of that journey.

Some of the challenges you have faced and how you overcame them?

I look at challenges as a stepping stone to achieving a bolder and better vision and an opportunity to learn.

Why is it important to support women-led business?

In 2020, women-owned, and women-led businesses contributed a total of £221bn to the UK economy, representing 13.3% of GDP. Women have a wealth of skills, expertise and talent, yet their voices are often dismissed or discriminated against, whether in passive or active ways. Supporting women-led businesses is absolutely key to give women a voice of their own, to create employment and to better the world in the process. Studies have found that women start their businesses with 53% less capital than men and as a result, women-led businesses in the UK are currently at 44% of the size of male-led businesses on average, therefore we still have much progress to make.




Valerie Genty

My inspiration is...

Art, nature, colours.

My greatest fear is...

What we should all fear, bigotry and division.

The most courageous thing I’ve ever done is...

Every day courage shows up in different ways.

Guilty pleasure?

Figs and sweet white wine, like Monbazillac.

Mantra you live by?

Quality of life is quality of thoughts.

Female role model?

Oprah, she is one of the most influential women today.

Women-led brand you love?

So many! Janavi India, Joy Moyler Interiors, all the women designers I showcase, Carolina Bucci… the list is endless.

Top productivity tool?

Notebook and planner, meditation, staying inspired.

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