Craftd London

Accessories · Jewelry

Craftd London sells men’s jewellery—chains, pendants, bracelets, rings and earrings—cast in 18 k gold vermeil, 316 L stainless steel and sterling silver. Most pieces sit between £40 and £120, placing the brand in the accessible mid-range. Sales are 100 % direct-to-consumer through craftdlondon.com, with global shipping from its UK fulfilment hub. The brand positions itself on “jewellery that lasts,” promoting anti-tarnish, sweat- and water-resistant finishes backed by a lifetime colour guarantee. Signature items include the 6 mm Cuban chain, cross pendants and bead bracelets that are heavily featured in social-media styling reels. Limited-edition drops and layered sets keep the offer fresh while encouraging multi-piece purchases. Core buyers are 18-35-year-old men who follow fitness, streetwear and grooming influencers and want a finished look without luxury-level spend. They value low-maintenance pieces that survive gym sessions and night-outs, and they respond to blunt, confidence-led messaging rather than traditional luxury codes. Craftd competes with other online-only, influencer-driven jewellery labels that bridge fast-fashion and fine jewellery. It differentiates through lifetime colour warranty, consistent stainless-steel core construction and a tightly edited men’s range, avoiding unisex or female lines that dilute focus.

Jewellery built to outlast your gym sessions and nights out