In 2015, London-based jewellery designer and goldsmith Diana Sherling left a “successful advertising career” to create her first line of delicate, feminine jewellery made from recycled gold and responsible diamonds, named after her daughter Lily Flo.

Her pieces are created "so that women can feel empowered and strong by wearing beautiful, dainty pieces, without compromising the provenance of the materials nor how they are made".

The career change “challenged me to dig deep and go back to square one,” returning to college at 40 to learn jewellery design and goldsmithing in order to unleash her artistic and creative side, and “ultimately brought me so much self-discovery and growth.”

Eight years in, and Diana goes from strength to strength as an ethical goldsmith and designer as well as an intrinsic part of the London ethical jewellery community where she often speaks publically on brand creation and ethical production, and collaborates with London female stylists and photographers to create beautiful images seen in press and blogs around the world.


Romantic and pretty

A combination of cultural and artistic references defines the Lily Flo style: particularly sculpture and painting of the Post Impressionists and 20th century fashion.

Lily Flo is poetic and romantic, dainty and modern, graceful and light, heartfelt and meaningful with a creative approach to metalworking, narrative, and silhouette.

It all started with a deep love of design and a will to be a business does good.


It started with an incredibly creative young girl, who loved art history but ended up following a career in advertising. From a childhood mooching around art galleries, travelling the world and a deep love of fashion, Diana grew up in a family full of art, entrepreneurship and craft.


Her art history childhood was defined by her mothers passion for Rembrandt and the Surrealists as much as her own passion for the world of Ancient Greece and Rome. She fell in love with the stories and the crafts and ended up lecturing at the British Museum as part of her Masters in Ancient Art. Ancient and Modern art has been the mainstay of her passions throughout her life, from a successful career in advertising, to painting and fashion, the blend of craft for a modern world is core to her design philosophy.




Life experience to create jewellery you deserve.

The story of Lily Flo begins with a belief that life begins at 40 with an unrequited creative passion and a love of jewellery.

Throughout her advertising career, Diana felt the power of jewellery to be empowering talismans and felt driven to design and make jewellery that empowered women.

From family heirlooms to pieces that represent her many milestones, Diana felt that there was a significant gap to create contemporary, luxury pieces with a unique twist designed for the modern woman.

Jewellery that was genuine goldsmith made, versatile styles that were made with solid gold and diamonds, ethical and responsibly made in house in her studio in London.


Expertise to create your perfect jewellery

Inspired by the creative skills of her Master Tailor Grandfather, Master Jeweller and Diamond Trader Great Grandfathers, Diana grew up in a savvy and art loving family.

Believing you can't be good at one without viscerally understanding the other, Diana went back to college to study jewellery design and goldsmithing in London. 

Diana has studied Contemporary and Fine Jewellery at the City Lit, Working Men's College, Jewellers Academy, Domestika and is currently studying for a BTEC Level 3 in Jewellery and Silversmithing at Morley College. She intends to continue her education with a second degree and masters in Jewellery Design and Goldsmithing in London.

Ethically goldsmtih made in our London studio


Truly custom made for you

Artisan techniques and intricate gemsetting are used throughout the collections to create the ethereal and timeless Lily Flo aesthetic.

Every piece is made completely inhouse in our London studio. This means that you can tailor and personalise any piece to make it yours.

Passionate about the ethical jewellery community

Lily Flo has been selected by the UK's major Jewellery Publications of The Jeweller, Professional Jeweller and Retail Jeweller as an 'Ethical brand to watch' and featured in Vogue, Elle and many international fashion publications.

She has given seminars and spoken on creative and ethical jewellery business as International Jewellery London, Wolf & Badger Fine Jewellery, Handmade in Britain and has written articles for Professional Jeweller and Retail Jeweller.

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