London, UK — October 2026 — London-based jewellery brand By Alona is showcasing its latest new-season designs, continuing the brand's approach to contemporary jewellery shaped by craftsmanship, individuality and versatile styling.

Founded by London-based designer Alona Shelemy, By Alona combines a heritage in jewellery with a modern design perspective. Shelemy grew up surrounded by fine jewellery and later trained at the Gemological Institute of America, experiences that continue to inform the brand's approach to materials, form and detail. BY ALONA

The latest arrivals extend By Alona's selection of necklaces, earrings, bracelets and statement pieces, with designs spanning gold finishes, silver details and semi-precious stones. Current new-season pieces include jewellery featuring Jasper, Tiger's Eye and Garnet alongside contemporary metal-led designs. BY ALONA

Contemporary Jewellery Designed in London
As interest in handmade jewellery London continues to connect shoppers with more distinctive and considered designs, By Alona focuses on jewellery intended to feel individual rather than mass-produced.

Pieces are handcrafted in small batches under Alona Shelemy's creative direction, with attention given to material selection, finishes and the details that give each design its character. BY ALONA

The brand's aesthetic combines timeless influences with a contemporary edge, allowing pieces to work across everyday styling, gifting and occasion dressing.

A Focus on Semi-Precious Materials
Natural semi-precious stones also play an important role within By Alona's design language.

Select pieces feature materials whose variations in colour and pattern give individual jewellery designs their own character. The current New In selection includes Jasper, Tiger's Eye and Garnet designs alongside other new-season pieces. BY ALONA

This use of colour and natural materials offers customers an alternative to conventional everyday jewellery while retaining versatility.

Jewellery for Individual Styling
Rather than designing jewellery around a single occasion, By Alona creates pieces that can be combined according to the wearer's personal style.

Customers can explore everything from refined chains and pendant necklaces to statement earrings, rings and colourful semi-precious designs. The brand's current website also highlights Most Wanted pieces, pendant necklaces, the Essential Chain Edit and new-season collections. BY ALONA

For those discovering the work of a London jewellery designer, the collection reflects Alona Shelemy's combination of jewellery heritage, gemological training and contemporary influences.

About By Alona
By Alona is a London-based jewellery brand founded by designer Alona Shelemy. Drawing on her fine-jewellery heritage and training at the Gemological Institute of America, the brand creates contemporary jewellery with premium finishes, semi-precious materials and a focus on individuality and versatile styling.