Meet The Founder: The Wearer
The Wearer at Islington Square is an independent jewellery store that brings together some of London’s best jewellery designers, offering a curated collection of handcrafted, ethically made pieces that celebrate personality and individuality. We spoke with Rachel, the founder, to uncover the story that shaped her brand, and the advice she shares with anyone looking to start their own.
Can you tell us about the story behind The Wearer and how your brand came to life?
The Wearer grew from my previous career as a jewellery and accessories buyer for the high street. I love unique design and I’m fascinated by how the right accessory can completely transform an outfit. Jewellery has the power to finish a look and express personality in a way that feels effortless and individual.
I first opened The Wearer in Islington ten years ago, initially as a pop‑up, to create a more personal, curated space dedicated to independent designers and locally crafted jewellery. My focus has always been on beautifully made yet accessible pieces, with costume jewellery playing an important part in the mix. I believe great design should be worn and enjoyed every day, not saved only for special occasions.
Sustainability and ethical production are becoming increasingly important in the jewellery world. How do these values influence the way you curate your collections and run The Wearer?
For The Wearer, sustainability begins with longevity, so I focus on jewellery that endures, both in quality and design, encouraging customers to invest in pieces they’ll wear for years rather than seasons.
The collections are built around independent designers, many of them UK-based, who produce in small batches and work responsibly with their materials. Being a small, independent retailer means I can have close relationships with designers and a clear understanding of how pieces are made.
Running the business solo means the curation is even more considered, and I choose pieces deliberately from brands with a strong ethical stance. We actively encourage repairs and remodelling too, and customers are welcome to bring in old jewellery, even if it wasn’t bought from us, to give it a new lease of life. After working on the high street, I’ve found the focus now is firmly on slow, thoughtful retail rather than excess.
Islington attracts a diverse mix of locals and visitors. How does this influence the pieces you choose to stock and the in‑store experience you create at The Wearer?
Islington’s mix of long-standing local customers, creative professionals and international visitors strongly shapes both the collections and the atmosphere of the shop.
The edit balances everyday ‘essentials’ with more expressive statement pieces, reflecting customers who want jewellery that moves easily between work, social life and special occasions. I try to aim to offer something distinctive but still wearable and personal.
As a small independent space, the in-store experience is intentionally relaxed and conversational. We try to offer styling advice, guidance and personal connection.
Do you have any advice to anyone looking to start their own brand?
Running an independent brand can be fulfilling creatively and personally. Success tends to come slowly, through consistency, resilience and a connection with your customers, so you need to be doing something you love to keep up momentum. Behind the creative ‘fun' side there’s also lot of practical and logistical stuff to work plus marketing, accounting and finance, so be prepared to work some long hours while you’re figuring things out!
As a creative jewellery brand, I’d say it’s important to try and have a clear point of view and authenticity. Consistency matters more than scale. Start before everything feels perfect, crack on and you’ll learn along the way. Try and stay connected to your original vision but make small improvements along the way. Make sure you have some supportive people around you if you’re doing it on your own.
Find out more about The Wearer on their website and Instagram.
