Fedomajewellery

Fedomajewellery retails demi-fine and fine jewellery—sterling-silver, 14-18 k gold-vermeil and solid-gold rings, earrings, necklaces, bracelets and bridal sets—priced £35-£450, with most pieces between £60-£180. The catalogue is updated weekly and sold exclusively through the brand’s own Shopify site; no wholesale or marketplace listings are used, keeping fulfilment in-house from a London studio. Designs centre on minimalist, bezel-set coloured gemstones (London-blue topaz, mint tourmaline, champagne zircon) paired with recycled metals and carbon-neutral packaging. The house signature is the “Fedo” oval stone cut and a patented tension-back hoop clasp that removes the traditional hinge; both elements are promoted heavily on TikTok and have driven 40 % of 2023 sales. Core buyers are 22-35-year-old UK and US women who want everyday wearable colour without fast-fashion plating; sustainability credentials (recycled gold, plastic-free mailers) and a lifetime replating service align with their low-waste lifestyle. Engagement is Instagram-led—user-generated styling posts tagged #MyFedo average 1,200 a month, reinforcing the brand’s community-driven tone. Fedomajewellery competes in the crowded direct-to-consumer demi-fine space against brands offering similar price points and gemstone focus; it differentiates by limiting SKUs to 120 permanent styles, guaranteeing in-stock resizing within 48 h, and bundling free insured delivery and a two-year plating warranty on every order.