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The Jo Mae Story
Jo Mae was born from a love, perhaps even an obsession with jewellery. What began as Forever Beads has evolved into something more refined, but the heart of the brand remains the same. A passion for creating pieces that feel personal, distinctive, and timeless.
As the brand evolved, so did the designs. What started with beads and charms naturally grew into a deeper passion for jewellery as a whole. Today, Jo Mae focuses on creating beautifully crafted rings, earrings, necklaces, and bracelets, moving beyond its beginnings while still holding onto the same spirit of individuality and creativity.
My love for vintage, timeless jewellery has always been a strong influence. High street designs can often feel repetitive and lack uniqueness, so I wanted to create pieces that feel distinctive yet effortlessly wearable.
Jo Mae is about more than jewellery. It’s about expressing who you are, in your own unique way.
Inspired by high-end luxury styles, I design jewellery that blends classic elegance with a contemporary edge. By using sterling silver instead of platinum or gold, and cubic zirconia in place of diamonds, each piece captures the same beauty and sparkle, while remaining accessible and affordable. Perfect for everyday wear or for taking on holiday without worry.
I do love diamonds, who doesn’t? But unless they are of exceptional colour and clarity, I believe you can achieve the same elegance in a more inclusive way.
The brand truly came to life when my creative partner, my son, joined me. With his natural creativity and fresh perspective, together we’ve shaped Jo Mae into what it is today: a collection of thoughtfully designed jewellery that celebrates individuality, style, and self-expression.