Daisy London

Daisy London is a British jewellery brand founded in 2009. It has an e-commerce platform and more than 500 stockists in the UK and internationally. It is known for collaborations with celebrities Cara Delevingne^[1] and Laura Whitmore.^[2][3]

History

Founded in 2009, Daisy London is a fashion and wellness focused jewellery brand, the brand launched with the Daisy collection and shot its first campaign featuring Cara Delevingne.^[4][5] In 2012, Daisy London became part of the IBB Group^[6] of companies.

Throughout the years, Daisy London has achieved a global following and now has a network of stockists in the United Kingdom and Europe and also global distributors in America, Asia and South Africa. Due to the brand’s wellness focus, it can be found in luxury resorts and spas^[7] around the world such as the Four Seasons, and airlines^[8] including British Airways, Singapore Airlines^[9] and Air Berlin.^[10]

Notable designs

Daisy London is the original designer of the Chakra bracelet^[11] that went on to achieve a celebrity following^[12][13] and become a jewellery trend. The collection has since then expanded to include necklaces, rings, earrings and diamond^[14] bracelets.

Additionally, Daisy London is known for its namesake collection of Daisy jewellery, inspired by the classic English flower.

Each collection carries a story and is inspired by everything from travel and nature, to wellbeing and symbolism. Other collections include Good Karma, Halo and Alpha.^[15]

Celebrity Associations

The brand received international awareness with the Chakra collection after being worn by celebrities^[16][17] such as Sienna Miller, Cara Delevingne,^[18] Ellie Goulding, Princess Beatrice, Pixie Lott, Alexa Chung, Blake Lively, Katy Perry, Georgia-May Jagger, Olivia Palermo, Paloma Faith and even hip-hop stars like 50 Cent and Kanye West.

Charity Partnerships

In 2012 Daisy London joined a campaign called Fashion Targets Breast Cancer along with luxury e-commerce portal my-wardrobe. With five prominent bloggers as the faces of the campaign, Daisy designed a three-piece Chakra bracelet collection to be sold for charity.^[19] In October the same year, the company also collaborated with Breast Cancer Awareness to create a bracelet to help raise £20,000 for charity.

In August 2014, Daisy London worked with Princess Beatrice^[20][21] and Royal National Orthopedic Hospital (RNOH) on creating a charity bracelet^[22][23] to raise awareness for the RNOH where the Princess is a patron.

Other charity actions include donations to the Tumaini Trust^[24] and Dress For Success, to benefit the women’s charity headed by Mary Portas.

Collaboration with Laura Whitmore

Daisy London collaborated with presenter Laura Whitmore^[25] on a collection^[26] in October 2015. The collection was inspired by music^[27] and features the recurring shape of the plectrum throughout. On June 2016, new summer festival pieces^[28] were added to the main Laura Whitmore X Daisy collection, which features turquoise prominently and new pieces such as arm bangles and midi rings.

References

External links

Official website