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Our Story

Smeidi, established in 2011 by Heidi Martin, is a luxury designer jewellery label with a focus on quality over quantity, sustainability, personalisation, contemporary simplicity and attention to detail.

All of our products are produced on a limited run or bespoke basis. This means that while we guarantee that you won’t be one of many different women in your tube carriage wearing the same bracelet, if you see something you like, treat yourself! It won’t be here forever.

And it gets better. We understand that you want what you buy to be unique, sustainable and meaningful too. That’s why we partner closely with NATSIRT, to make a genuine difference through charity. You can read more about it here, or just jump right in and start shopping.