Rooted in heritage yet shaped by a modern aesthetic, the collection presents pearls not as tradition-bound heirlooms, but as versatile, everyday luxury essentials.

Designed and crafted in London, the new range celebrates the natural individuality of freshwater pearls—each one unique in shape, surface, and lustre. From sculptural necklaces to refined earrings and bracelets, the collection balances organic beauty with clean, confident silhouettes that feel effortless to wear.

A Modern Perspective on Freshwater Pearls

By Alona’s approach to Freshwater pearl jewellery UK is guided by proportion, texture, and wearability. Rather than uniformity, the collection embraces subtle irregularity, allowing each pearl to tell its own story. Set against polished metals and minimalist forms, the pearls feel fresh, intentional, and unmistakably modern.

“Freshwater pearls have a quiet strength,” says founder and designer Alona Shelemy. “They carry history, but they also adapt beautifully to contemporary design. This collection is about honouring that balance—timeless, yet relevant to how women dress today.”

Craftsmanship with Purpose

Each piece is produced in small batches using responsibly sourced freshwater pearls and premium finishes. By Alona’s London-based artisans hand-select and set every pearl, ensuring quality and character remain at the heart of the design process. The brand’s commitment to thoughtful production reflects a wider philosophy: creating jewellery meant to be worn, loved, and kept.

The collection aligns with By Alona’s ongoing focus on sustainability, local craftsmanship, and meaningful design—principles that have become central to the brand’s identity within the UK luxury jewellery landscape.

Designed for Everyday Elegance

The new Freshwater pearl jewellery UK offering is intentionally versatile. Necklaces layer seamlessly with chains, earrings move effortlessly from day to evening, and bracelets add softness to tailored looks. The pieces are designed to integrate into modern wardrobes, offering understated elegance rather than overt formality.

This adaptability makes the collection ideal for women who value refined style without rigidity—pearls that feel as natural with denim and knits as they do with occasion wear.

Availability

The Freshwater pearl jewellery UK collection is available now exclusively at:

www.byalona.com

Clients may also view the collection in person by appointment at the By Alona studio in London.

About By Alona

Founded by designer Alona Shelemy, By Alona is a London-based jewellery brand blending heritage, artistry, and modern design. Known for sculptural forms, premium finishes, and small-batch craftsmanship, the brand creates jewellery that empowers women to express individuality through timeless yet contemporary pieces.