Loulerie

Loulerie is an Irish jewellery house specialising in delicate, gold-focused fine and demi-fine pieces: stud earrings, stacking rings, layered necklaces and bracelets priced €70-€1,200, with most SKUs between €120-€400. The collection is 14-18 kt recycled gold, conflict-free diamonds and semi-precious stones, sold through the Dublin flagship on Chatham Street, occasional pop-ups, and the global e-commerce site. Designs are recognisably minimal and feminine—fine chains, bezel settings, asymmetrical stars and North-Star motifs—packaged in soft-pink boxes that have become an Instagram signature. Founder Louise Stokes, a former fashion buyer, releases micro-collections monthly rather than seasonal drops, keeping SKUs under 200 and turning sold-out styles into wait-list drivers. Core buyers are 25-45-year-old professional women who want everyday luxury that transitions from Zoom call to dinner; they value ethical sourcing, understated Irish design and responsive customer service (Dublin same-day courier, global DHL 2-day). The brand speaks to a “quiet luxury” lifestyle: quality over logo, pieces that layer with heirloom jewellery, and gifting moments from bridesmaids to self-purchase milestones. Loulerie competes in the crowded accessible-luxury jewellery space against both heritage goldsmiths and digital-native demi-fine brands; it differentiates through Irish design provenance, limited-run scarcity, a physical showroom that drives trust, and price points that sit below traditional fine jewellers yet above fast-fashion plated lines.