Where it all began

Hi, I'm Rosie. In 2013 I took a leap of faith and founded Florence London after years of dreaming about creating my own jewellery line. When I finally made it a reality, I decided used my middle name, Florence and got to work creating the brand, the jewellery and my online and offline footprint.

I have always been driven by creativity - it allows one to be different and in my opinion, it's very important to be uniquely you. To be able to stand out is a powerful thing.

“The whole purpose of my brand is to make jewellery that is meaningful and that will make people remember the good times for years to come.”

Influences, Mission and Signature Styles

London, where I founded the brand, played a huge role in shaping my vision. The city’s fusion of old and new was a constant source of inspiration - timeless yet modern, elegant yet bold. Influences also come from art; Rothko, Carmen Herrera and Hockney are my go-to favourites.

The personalised element of my pieces was largely driven by my close relationship with family including my three siblings who bring out the emotive side in me. On that note, I am grateful every day
that I get to work alongside my mother within Florence London as well as a team of talented women.

From the heart of London to women around the world, Florence London

is worn by those who believe in the power of uniqueness, of stories, and of timeless beauty.

My Evolution

When I started this journey in my twenties, I had no idea how much my life would evolve. In 2021 I welcomed my first child, and in 2024, my second. Motherhood has bought new life experiences and deepened my understanding of what it means to create something lasting.

My mission is to build a brand that resonates with people who, like me, value originality and craftsmanship. I pour my heart and lifetime of skills into creating jewellery that tells your story.

Florence London is not about following trends, it is about creating pieces that last in sentiment and style. Today, the brand reflects of my journey as a designer, entrepreneur and mother. A journey of balancing creativity with family life, of building a business that celebrates the beauty of individuality, and of creating jewellery that stands out in a world of mass production.