Gen Z Jeweler Susannah King Crosses the Pond for U.S. Trade Show and Retail Store Debut

By Karen Dybis | January 30, 2026

It’s a bejeweled British invasion: London-based designer Susannah King is introducing New York City to her bespoke jewelry with the proper pomp and circumstance, making her U.S. trade show debut this weekend and then hosting her first retail trunk show.

King’s inaugural appearance at Melee the Show, which runs Jan. 31 to Feb. 2, will be followed by a two-day trunk show of her vibrant, gemstone-centric jewelry at jeweler-led lifestyle retailer Esqueleto’s Manhattan store.

“I’m really excited to show my statement rings at Esqueleto because they’re pieces I first began thinking about around seven years ago, and it feels special to now realize them properly in fine jewelry,” says King.

“The collection was originally inspired by the way cells multiply—in between moments of growth where forms feel fluid and molten, almost like a lava lamp. That sense of life in motion is why the collection is called Vita, which means life,” she says.

*Susannah King started working as a jeweler, alongside her father, at age 14 and now operates her eponymous jewelry brand in London.*

King is a member of Generation Z, but she’s also considered a Gen Z jeweler because of her understanding of how that clientele thinks about buying jewelry.

“Gen Z consumers are incredibly informed. They care about longevity, value for money, and cost per wear, and they’re not afraid to question materials, pricing, or process,” she explains.

“I also relate to them because I’m a consumer in the same way. Growing up with social platforms like TikTok has created a generation that has access to far more information, and that transparency shapes how we buy. That mindset directly influences how I design, communicate, and build my brand.”

King says a large proportion of her customers are based in the United States, and she hopes to expand her retail presence here so jewelry shoppers can see her pieces in person without having to navigate ever-changing tariffs and logistics.

Sussanah King silver ring — *Susannah King’s Midnight statement ring ($2,265) in sterling silver with white diamonds and blue sapphires*

“I’m also very drawn to the U.S. jewelry market because my work naturally resonates,” she says. “The design language is quite U.S.-coded rather than traditionally British, which I think explains why it’s connected so strongly with American customers.

“U.S. consumers are engaged, informed, and genuinely interested in the craft and story behind a piece, which aligns closely with how I work and communicate,” King adds.

King began learning her craft at her father’s workshop, Kings Goldsmiths, in the English village of Twyford. In 2017, at the age of 21, she graduated from the British Academy of Jewellery.

“Being a third-generation jeweler matters so much to me because it gave me permission to trust my instincts from a young age,” says King. “My dad was using bold, unconventional colored gemstones at a time when the industry largely stuck to sapphires, rubies, emeralds, and amethysts. Running a shop in a small, rural village—that was a brave and unusual choice, but people responded to it.

“Growing up around that kind of independence shaped how I work. It taught me that following what feels right and creatively honest is often more powerful than adhering to accepted norms, and that confidence continues to inform my approach to design today,” she adds.

King officially launched the Susannah King London brand in 2021, and she works from Kensington with a team that helps create her handmade jewelry.

“The people who work with me were hired before they were fully trained and paid a proper wage from day one, with the intention of teaching them the craft properly over time. It’s not something I tend to talk about, but investing in people and the future of the trade is a core part of how I work,” King says.

Top: One of Susannah King’s signature statement rings, Cinnamon—in 14k yellow gold with 1.47 ct. t.w. brown diamonds—with the Electric Multiset (top) and Electric Alien Eyes band (bottom), both in 14k gold with sapphires, tanzanite, and lab-grown garnet (photos courtesy of Susannah King London)