Alexandra Kent isn't just selling diamond rings; she's selling time capsules. And if the buzz at the recent launch of her bespoke luxury jewellery brand is anything to go by, she's about to make a monumental splash in the UK's multi-billion pound market.

Forget the usual start-up anxiety. When you meet Alex Kent, the founder of Alexandra Elizabeth, the word that springs to mind is calm. Surrounded by her own sparkling, architectural creations, at her September launch which showcased a fusion of timeless elegance and contemporary style, with collections inspired by natural forms like the ocean and a summer garden, Alex moved through the opulently decorated room with the serene focus of a master craftsperson.

She is, simply put, an extraordinary entrepreneur.

From Childhood Sparkle to Industry Scholar

Alex’s passion isn't a recent development; it’s a life-long obsession. It began with dedicated boxes of "anything sparkly" in her childhood bedroom and was cemented when she took her first job as a ‘Saturday girl’ at a high street jeweller.

Her dedication quickly paid off. At just 19, Alex received a scholarship to study gemology with the Gemological Institute of America (GIA), the world's leading authority in the field. This credential isn't just a certificate; it's the highest badge of honour in the industry, marking her as a true expert before most of her peers even finished university.

For Alex, jewellery is much more than what some might call ‘a girl’s best friend.’ She calls it “the keeper of stories”. Every piece is a milestone—a fragment of personal history, passed down through generations, representing love and legacy.

“I want to build a legacy with my children. I want my daughter to have something she can enjoy. I want a brand and a business I can sit back in and say ‘I did that’,” she shares. “My whole life I knew I wanted to do this. I want to create magical things for whoever wants them.”

Bespoke: The New Global Luxury

This idea of creating “magical things” is fuelling a global industry trend. Thanks to innovations like lab diamonds, the luxury market is becoming more accessible, prompting a surge in demand for bespoke designs. This allows clients not just to buy jewellery, but to co-design pieces that are truly meaningful.

The numbers are staggering: the UK jewellery market is projected to hit £7.8 billion this year, with custom designs driving much of that growth.

Alexandra Elizabeth is already a player on the international stage. Alex recently travelled overseas to personally deliver a commission, an amazing example of taking a family history and giving it a future.

In this instance, a client had inherited her mother’s engagement ring, a beautiful, hugely sentimental diamond chosen by her late father, but the setting wasn't to her modern taste.

“So we carefully removed the diamond and designed a new, contemporary platinum ring more in keeping with our client’s style,” Alex explains. “The result is a stunning piece and a delighted client!”

A masterclass in sentiment meets design.

A Dream Staircase

While Alex keeps the financial goals of Alexandra Elizabeth private, the scale of her ambition is clear from a playful, personal dream: a staircase made out of iridescent labradorite. A dazzling and extravagant vision that hints at the heights this entrepreneur plans to reach.

Crucially, Alex is also building a hub for regional excellence. While she caters to an international clientele, her base in the Leeds, Harrogate, and York region is home to a rich cluster of bespoke ateliers. Alex is leveraging this, sharing her launch platform with fellow designers like Belle Smith.

Belle, who is classically trained and honed her craft in London’s iconic Hatton Garden, focuses on drawing inspiration from the natural world, using unique techniques like pressing fossilised wood into wax for distinctive finishes.

Belle reflects: “I just love making jewellery. Making bespoke pieces in collaboration with, for example, mothers looking for unique pieces for their daughter’s 18th and 21st birthdays. They know what styles they like, and they want a truly bespoke design that reflects that.”

This shared passion for creating enduring, meaningful luxury is what defines Alexandra Elizabeth—a brand dedicated to turning love, expertise, and legacy into wearable art.

For more information on Alexandra Elizabeth visit https://alexandraelizabeth.co.uk/