Designers / Fashion / Retail

High-End Jewelry E-Tailer Ethos Of London Debuts


London-based curator Valerie Genty spent a decade working in Europe’s contemporary art market before turning to fine jewelry with Ethos of London, a new e-commerce site she founded to retail fine jewelry brands with an artistic bent.

Genty also has a masters in history of art from Christie’s in London, and worked with a number of London art galleries, including the lauded Tafeta. For Ethos of London, she partners with brands that are no strangers to gallery settings, including Silvia Furmanovich, Graziela, Estaa, Orly Marcel, With Love Darling, and Linda Hoj.

“Art is in our DNA,” said Genty in a prepared statement. “Creativity and craftsmanship is the common thread in our designs [and] our designers all have a common ethos, which is respect for people and the planet. Each designer has a different sustainable practice, some use recycled gold and vintage gemstones whilst others focus on having transparent and traceable sources for their raw materials.” She adds, “Ethical and thoughtful creation is at the heart of all our designers’ practice.” 

The website’s design itself is both elegant and user-friendly, and features gorgeous, large-scale photography.

The site also has a charitable component: An (unnamed) percentage of Ethos of London’s sales will benefit Women for Women International, a nonprofit that helps female survivors of war rebuild their lives after trauma and loss. 

“Buying fine jewelry is a way of giving back,” Genty said. “At the heart of Ethos of London is our social initiative; our goal is to elevate and celebrate women all over the world. Our passion for art and jewelry is grounded in a larger social vision—to actively improve women’s lives, opportunities, and welfare.”

Top: Linda Hoj one-of-a-kind diamond and ruby 22 ct. gold Burnish ring on Ethos of London (photo courtesy of Ethos of London)

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By: Emili Vesilind

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