At By Ella, we believe style should never come at the cost of comfort — or conscience. While we don’t design our own jewellery (yet!), we do put every piece through a thoughtful selection process to ensure it meets our standards for quality, comfort, and care.

We work with a trusted network of independent jewellery makers and boutique producers. Every piece we offer is selected for its hypoallergenic, skin-safe materials — including nickel-free stainless steel, 925 sterling silver, and durable PVD gold plating — chosen for their comfort, longevity, and low reactivity.

We’re not a perfect brand — but we’re a transparent one. We ask the right questions, review our materials thoroughly, and build relationships with partners who align with our values. And we don’t just think about the piece — we think about the full experience.

Our packaging is made from 100% recycled materials, and designed to be as beautiful as it is responsible. It’s part of our commitment to reducing unnecessary waste and creating an unboxing moment that’s kind to the planet.

We also keep things simple and intentional. Our business is digital-first and low-waste. No physical stores. No overproduction. Just small-batch releases, limited drops, and thoughtfully curated collections that prioritise quality over quantity.

This is just the beginning. As we grow, we’re committed to learning more, doing better, and building a brand that not only looks beautiful — but feels right, too.