The Loel & Co story began in 2006 when our Creative Director, Rita Flamini, turned her love of jewellery into a business. What started as a passion for creating effortlessly stylish and simple handmade pieces for friends and family quickly flourished into an international success.

As the brand continued to grow Rita’s daughter Andrea joined the business.  Andrea shares her mother’s love of jewellery, and together the pair have complimented their own designs by hand picking pieces from unique Italian and European designers.

Our ethos is simple…to select jewellery that we ourselves would love to wear. With a keen eye on quality and affordability we search the continent looking for beautiful, unique designs, whilst giving exposure to exciting and emerging designers. 

Today Rita splits her time between Italy and Prague, whilst Andrea and the rest of the Loel & Co team are based in London. We believe this gives Loel & Co it’s distinctly continental feel.