"We believe in two things: the pursuit of quality in everything we do, and looking after one another. Everything else should take care of itself"
Diana Sherling, Lily Flo
At Lily Flo, we aim to nurture meaning and respect through our jewellery, ensuring sustainable and ethical practice every step of the way.
We believe the key to being ethical is to create a business that not only creates jewellery in a respectful way to the past, but also honours the present and is primed for the future.
Being an ethical jeweller, goes way beyond the materials we use, it is the way we act, the way we support female creatives and the London jewellery district, the way we ensure that there is no toxic chemicals or waste in our in-house production, sourcing from innovative recycled suppliers to create our packaging and the way we do business with our community. It is love and taking care of the things we own, whilst supporting others to create the most beautiful and transparent jewellery for you.
Diana Sherling, Lily Flo
As a women founded business, we find power in grace, femininity and emotional empowerment. We design jewellery to fit perfectly in your life and inspire each moment.
We seek to promote female-focused causes and collaborate with female stylists, photographers, models and journalists.
Lily Flo Jewellery embraces time-honoured goldsmith techniques with a modern sensibility and ethical production, to create feminine pieces for those who doesn’t wish to compromise style for how things are made.
Each piece uses recycled gold, vintage and lab diamonds and eco friendly production, designed and crafted by Diana Sherling in her studio in London.
We are a woman owned-and-operated business where people are encouraged to be themselves and are judged on their merits.
Our team works together in a beautiful, light-filled and clean garden studio, with fresh air, lots of light, new tools and equipment, in stark contrast to an industry notorious for people working out of poorly-ventilated, dark basements.
As a child, I was surrounded by art, craft and handiwork and nurtured into a colourful, vibrant art and craft world.
From the very beginning, my jewellery designs were always going to be made by hand, in the traditional goldsmithing way, but not traditional styles. Using hands, and not mass machinery, means that every piece is imperfectly perfect, the touch of a real loving human.
My jewellery is to be worn, to be treasured and loved. The way I love to wear jewellery. Every piece of jewellery is made by the same love and passion of the women who pass on this great energy into each and every piece. I want that energy respected and loved, so everyone works in-house, I will never outsource any of the manufacturing process.
It's not just something we say, but something that is inherent in every part of my business.
From our materials; all our gold is recycled gold including from product development is fully recycled, our diamonds are recycled or lab grown to our production processes which have replaced toxic chemicals with eco or green alternatives.
At Lily Flo we believe in treating everyone with respect and dignity — that includes our staff, our customers, our community, our material suppliers and the earth itself.
The jewellery industry has a poor track record of being accountable for the environmental impact it has and how its workers are treated; we are working to change that standard.
To achieve this, we:
- Make everything right here in our beautiful London studio
- Only work with people we trust
- Only work with recycled gold (to negate issues with slavery, economics along the supply chain
- Only work with Vintage or Lab Grown Diamonds
- Replace all chemicals in our production process to ensure that they are environmentally friendly and disposed safely
- Design with sustainability and waste in mind. Our pieces are created to ensure minimal waste if at all, hence why we handmake to order, to ensure no wasted stock.
- Are 100% honest about what we know/don’t know
Even though my (daughters) name is over the door, the success of my business depends on every individual who is involved, who gives their all everyday.
Everyone is paid honourably and our working conditions in our studio, is healthy, safe and loving. I take pride in the way I respect those that work with me, where ever they are, in the studio, in Hatton Garden or around the world, direct from where I source my diamonds
All our diamonds are now vintage upcycled or lab grown - we offer both kinds for everything.
We have stopped purchasing new mined diamonds as a small business, we can't compete with the big players for complete transparent provenance, so we use vintage recycled diamonds (they are often prettier as they are old cut, and always completely unique) and lab grown diamonds from some of the most innovative companies in the UK and beyond.
Because we believe in investing in jewellery that will last, we prioritize our solid gold designs.
We source the best quality at competitive prices and use recycled gold so that it negates harm, so that you can invest in pieces to treasure, that you know come from a good place.
We use only recycled 9ct, 14ct and 18ct gold. All our gold pieces can be made in recycled Sterling Silver - just ask.
All our gold is purchased from Cookson Gold who are part of the Heimerle + Meule GmbH group, and certified members of the Responsible Jewellery Council.
By nature, the jewellery industry recycles most materials due to their high value. There is also very little waste created during our creation process. Any cut offs, go back into the raw materials, and will be used the next day to create another Lily Flo piece
My focus, and always will be, on women who are seeking handmade, fine jewellery to wear for a lifetime. I design each and every piece with a woman or muse in mind.
I intend for all of my pieces to be lived in, loved and hopefully passed on to generations to come and if something should happen to it, we'll repair or replace it.
We treat everyone with respect and kindness, and feel truly honoured to get to be a part of the celebration of all types of relationships and love, from marriage to friendship to family.
We listen to our customers and love creating custom pieces or personalising your jewellery bespoke for you.
A real person in London, with deep experience and knowledge, is answering every chat or email with individual care and attention.