Introducing ffine: A new way to shop independent jewellery design

As I mentioned earlier this year, the whole reason I started both of my businesses, The Cut London and GoldDust, is because I believe very strongly in supporting independent jewellery talent. I want more people to discover independent jewellers, to love independent jewellers and to shop with independent jewellers. It's my ‘why’.

I've been working on some ideas of how to amplify your brilliant work and get more eyes on your designs…so after a lot of research and a lot of ‘mulling’, I've arrived at a plan to showcase the best of your work and help people shop independent designers easily and confidently. 

It’s called ffine, and is a social-first shopping platform that makes discovering and buying modern British jewellery easy, inspiring and beautifully simple. It’s something I’ve created to help support my brilliant GoldDust Collective  members and shine a brighter light on the amazing design talent we have here in the UK.

What ffine is

ffine is a new kind of jewellery destination; fresh, fun, and beautifully simple to use.

A social-first platform created to help people discover and shop the best of modern UK jewellery, ffine makes buying independent design easy, inspiring, and enjoyable.

With a bold, playful style and clear, no-nonsense communication, ffine stands apart from the pared-back, black-and-white world of traditional fashion platforms.
It celebrates individuality, colour, and creativity; an antidote to the over-styled and over-serious.

Democratic in spirit and design, ffine brings together brilliant jewellers from across the UK, offering pieces at every price point, all just a few clicks away.

The first phase of ffine will live exclusively on Instagram; designed to connect customers directly to brilliant UK-based jewellers in just a few clicks.

Funding and support for UK jewellers has dwindled in the last 10 years, and Brexit made visibility and sales even harder. ffine will be a chance to celebrate and strengthen our local jewellery scene; to rebuild visibility and pride in UK design after a few turbulent years. Once the platform settles, I hope to expand the reach wider.

Curation & selection

We'll need bright, clear, impactful content, tagged and linked products that are available to buy now (it's so useful to have these in the mix even if you predominantly make made-to-order or bespoke work) and I'll be posting on instagram and Pinterest and an eventual web page to help both SEO and expanding the reach of your work. Remember: the more channels and outlets your work can be found on, the better.

I truly believe in the brilliance of UK jewellers, and I hope ffine helps more people see what makes your work so special.

To show my appreciation for all of you in the GoldDust Collective community, there is no commission charged at this first phase for any Members, and no inclusion fee. It's all part of your membership. 

This may change in the future with a higher membership fee, an ‘onboarding’ fee, or an affiliate link system, but my aim at this stage is to boost visibility of UK jewellers and to provide a broad selection of work that isn't curtailed due to limited profit margins.

If you’d like to take part you need to be an active member of GoldDust Collective before the end of January 2026. After that fees may apply.

I look forward to helping customers discover the best UK jewellery design out there, in a fresh, simple and beautifully curated way.