Our Founder

Farah's journey began in the world of finance where she graduated in finance and banking from Northumbria University, but her heart always drew her to the realm of creativity. She sought to explore her passion for design and found her calling in the enchanting world of jewellery.

After obtaining her qualifications in jewellery design and manufacturing, she decided to hone her craft in the vibrant jewellery scene of Hong Kong. She returned to the UK in 2021 and founded Jooelri with a mission to empower women through timeless and unique pieces, jewelry that not only looked stunning but also made women feel valued and confident. Inspired by her personal belief in female empowerment, she set out to create pieces that combined timeless elegance with a personalised touch.

Our Values

Accessible Luxury

We believe that elegance and quality should be attainable without compromise. Jooelri London offers beautifully crafted jewellery that feels luxurious yet remains affordable and approachable. we don't offer credit, buy-now-pay-later, or instalments because we want our customers to enjoy beauty without stress or debt, so everyone can celebrate luxury responsibly.

Transparency

At Jooelri London, honesty is at the heart of everything we do. From sourcing and craftsmanship to pricing and policies, our customers know exactly what they're paying for. Luxury should never come with uncertainty- only clarity, confidence, and peace of mind.

Inspired Innovation

We draw inspiration from the beauty and creativity of the world's most admired designs, reimaging them in our own unique way to bring exceptional style, quality and value to our customers- making luxury feel accessible

Conscious Luxury

We source our materials thoughtfully, ensuring every piece is made with care for both people and the planet. From ethically sourced metals to eco-friendly packaging, we strive to create jewellery that you can wear proudly- knowing it reflects not just style, but responsibilty.