Scream Pretty

Scream Pretty designs demi-fine jewellery sold exclusively at screampretty.com and its Covent Garden pop-up. The range spans sterling-silver, 18 ct gold-vermeil and recycled-solid-gold earrings, necklaces, rings, bracelets and piercings, priced £18-£260, sitting between high-street and fine jewellery. The brand is female-founded, carbon-neutral and uses 100 % recycled silver and FSC packaging. Its modular “Ear Stack” system—curated huggies, studs and cuffs—has been featured in Vogue and Stylist, while seasonal drops sell out within days. Core buyers are 18-35 year-old women who follow fashion on Instagram and TikTok, want trend-led pieces without luxury mark-ups and value traceable sourcing. The aesthetic supports a mix-and-match, selfie-ready look aligned with sustainable, everyday luxury. Scream Pretty competes with fast-fashion jewellery chains on price and with boutique demi-fine e-tailers on design speed, but undercuts traditional fine jewellers by selling direct, releasing micro-collections weekly and offering free repairs for one year.