London-based demi-fine jewelry brand known for its Mediterranean-inspired, gold-plated pieces and heritage craftsmanship.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Founded in 2013 by London-based designer Alona Shelemy, the daughter of a fine jeweler, By Alona is a demi-fine jewelry brand that blends heritage craftsmanship with a contemporary, Mediterranean-inspired aesthetic. Trained at the Gemological Institute of America, Shelemy draws on her Middle Eastern and European roots to create pieces that feel both timeless and effortlessly bold. The brand is known for its signature use of rich 18k gold plating, natural semi-precious stones, baroque pearls, and intricate shell motifs, offering a distinctive seaside aesthetic that stands out from minimalist London labels.