By Alona’s Most Wanted collection is proof that the best jewellery transcends seasons.
In a market that churns out new collections at an ever-faster pace, something refreshing stands out — a jewellery brand whose bestsellers have remained bestsellers for years. Furthermore, this is not a brand chasing trends. Instead, it is a brand that has quietly built something far more valuable: genuine, lasting customer loyalty.
By Alona was founded by Alona Shelemy, a GIA-trained designer based in London. She grew up surrounded by fine jewellery, because her father was a jeweller. Consequently, the craft was part of her household long before it became a career. That deep heritage shows in every piece she creates — in the weight of the gold plating, the quality of the fastenings, and the considered proportion of a pendant against a chain.
Clerkenwell, London — The Heartbeat of the Brand
By Alona is based in Clerkenwell, EC1 — a neighbourhood with a rich history in British craftsmanship and design. Moreover, all jewellery is produced locally in London, which gives the brand full control over quality at every stage. Customers can also visit the showroom and studio by appointment. There, the team offers personal styling guidance and a tactile, in-person experience that online shopping simply cannot replicate.
This commitment to in-person connection tells you something important about the brand. Alona Shelemy designs pieces she wants customers to feel, hold, and genuinely make their own — not simply add to a basket and forget.
The Most Wanted Edit
The By Alona Most Wanted collection is a curated edit of the brand’s confirmed bestsellers. Specifically, these are the pieces that have earned the highest repurchase rates, the most gifted orders, and the most enthusiastic customer responses season after season.
The collection spans necklaces, earrings, bracelets, and rings. For example, the delicate DEMI Pendant in rich gold offers effortless everyday wearability, while the architectural ZION Necklace makes a bolder statement. Prices range from £67 to £280, with the majority sitting comfortably under £150.
Additionally, select pieces feature natural semi-precious stones — each one unique, so no two pieces are ever identical. The ARANI Necklace in gold and jade, for instance, and the ORION Necklace with Indian Agate and Pearls, demonstrate Alona’s ability to integrate natural materials into wearable, modern designs beautifully.
Purpose Built In
Beyond aesthetics, By Alona operates with clear social purpose. The brand donates 10% of all proceeds to ocean conservation charities. It also works closely with Future Dreams, a UK breast cancer charity that holds personal significance for Alona herself. Therefore, every purchase supports something meaningful — which, for a growing number of conscious shoppers, matters deeply.
Who Is Buying By Alona?
The By Alona customer is a woman who has stopped buying cheap jewellery — not out of snobbery, but because experience has taught her better. She knows what well-made feels like. She also understands that the right piece works across her entire wardrobe, not just for one occasion.
Above all, she values craft, story, and sustainability alongside beauty. She has likely already discovered the Most Wanted collection. However, if she hasn’t yet, she will — because women who find a brand that gets jewellery this right tend to tell everyone they know.