10 affordable jewelry brands you should know

We have witnessed the rise and rise of demi-fine jewelry in recent years. In fact, searches for “gold plated” jewelry have increased 60% since 2020. Before this affordable middle market arrived, women had to choose between costume styles made with cheap irritating metals (you know the ones that dye skin green) and thinner, expensive pieces that are meant to last a lifetime.

Here has Red, we always champion the capsule wardrobe and investment jewelry – but we also realize that it’s hard to get creative with just a few pieces in your repertoire. The beauty of the semi-final is that it is both affordable and good quality, so you can keep a few items rotating season after season. And since layering is a huge trend in 2022, you’ll need a good collection of chains, pendant necklaces, earrings, bracelets, bangles, and rings to stack as you please.

Semi-fine jewelry is often made with sterling silver or gold vermeil, a process in which cheaper base metals are dipped in real gold, to keep costs down. If done correctly (watch out for our flash plating or anything oddly cheap: yes, it probably is is too good to be true) it should last you a good few years. To preserve your plated treasures, avoid all contact with water, perfumes and beauty products, and especially do not train in them.

But if you’d rather take a carefree approach (Margot Robbie has worn Missoma to red carpet events and while surfing), there are ways around it. In a bid to be more sustainable, brands are considering circularity for their pieces in 2022 – Monica Vinader is offering a five-year warranty plus a lifetime repair service, and Edge of Ember is launching its Re/Make Jewelery workshop (where customers can pay for replating, repairs or cleaning) in May.

Semi-fine jewelery convinced enough is made for you? Check out our guide to the best brands in affordable jewelry before you make your first purchase.

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Best Jewelry Brands: Monica Vinader


The first is a real Red favorite Monica Vinader, the brand that helped make demi-fine jewelry a “thing” when it launched in 2002. Fast forward 20 years and the brand is stronger than ever – its quality plated pieces are now guaranteed five years old and have impressive green credentials (all packaging and metals are 100% recycled and all deliveries and returns are carbon neutral). If you weren’t already convinced, the Duchess of Cambridge is a huge fan: she has been spotted time and time again in the brand’s Siren earrings and more recently her pearl necklace.


Best Jewelry Brands: Missoma


Another semi-fine OG, Missoma has been around longer than you might think – the brand existed as a wholesaler before launching its online store in 2011. A celebrity favourite, its cult gold-plated pieces have been worn by everyone from Meghan Markle and the Duchess of Cambridge, to Margot Robbie and the Hadid sisters. We love the brand’s new Savi collection (modeled here) and the collaboration with sunglasses brand Le Specs (another royal favourite).


Best Jewelry Brands: Mejuri


Mejuri was once an insider secret, but it has gone from strength to strength since its direct-to-consumer launch in 2015. By cutting out any middleman, the brand is able to keep its prices accessible; each piece is labeled with an estimated market value and then the brand’s “fair price”, which is usually 50% cheaper. A self-proclaimed ‘everyday fine jewellery’ brand, Mejuri offers everything from diamond-encrusted solid gold rings worth £7,000 (but priced at £2,200) to gold-plated Croissant Dome hoops at 45 £ that Instagrammers love – and many more.


Best Jewelry Brands: Pandora


We don’t need to introduce you to Pandora – it’s a household name in the UK. But we can introduce you to the brand in 2022: the Danish company has refreshed its designs, ditched a sleek gold-plated line that editors can’t get enough of, and embarked on an impressive journey towards sustainability. Get the 90s-inspired Reflexions mesh bracelet and timeless ID bangle bracelet before they sell out.


Best Jewelry Brands: Edge of Ember


Inspired by her travels in Asia, Lynette Ong quit her job in finance and launched demi-fine jewelry brand Edge of Ember in 2014. She wanted to shake off the negative connotations that came with the “Made in Asia” label, by showcasing the incredible craftsmanship in Thailand, and creating luxury pieces that put the environment first. You can read an in-depth report detailing the brand’s sustainability journey here, but in a nutshell, the female-led team is constantly innovating to create the most ethical and socially responsible jewelry possible. It turns out that they are also very pretty jewels…


Best Jewelry Brands: By Alona


By Alona is the demi-fine jewelry brand that fashion insiders can’t get enough of. It has also been worn by Beyoncé, Em Rata and Jodey-Turner Smith. Founder Alona Shelemy draws inspiration from her Middle Eastern origins and the knowledge passed down from her jeweler father when creating each piece in his London studio. We can’t get enough of the brand’s Alba ring and have been collecting every color since the design was launched – the pink opal and blue lapiz iterations are truly mesmerizing.


Best Jewelry Brands: Tada & Toy


Tada & Toy is the sustainable jewelry brand you need to know. You can browse the IRL collections at her Golborne Road boutique in Notting Hill, or find everything locally (and with free next day delivery on all orders, who could resist!). This brand is known for their star earrings and designs – so if you can’t decide which to buy, the Celestial glittering hoops or Laura Whitmore’s favorite Star ear cuff (priced at just £38) are a safe bet.


Alex Monroe isn’t a semi-fine jewelry brand as such, but it offers a nice affordable offering every season alongside its fine collection. The London-based brand is known for its whimsical animal and flower designs – especially the bumblebee designs – which are all designed in-house. If you don’t want to be tempted by the most expensive parts, you will find the most affordable range stocked at John Lewis.


Best Jewelry Brands: Daisy


Born out of a market stall on Portabello Road, British jewelry brand Daisy London officially launched in 2009. Known for their delicate, semi-skinny pieces designed to be stacked, they’ve since been worn by Cara Delevingne, Rochelle Humes and Laura Whitmore. We covet the brand’s cult T-bar necklace and everything that comes from the Estée Lalonde collab.


Best Jewelry Brands: Orelia


New brand of affordable jewelry to know, Orelia London was once sold in Topshop concessions (which the Red team terribly lacking) but has since rebranded and branched out on its own. You can expect to find on-trend demi-slim pieces in the most amazing places, or heavier, more durable items in the brand’s Luxe department.

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