Jane Hebden to launch Amelia Scott affordable jewellery brand

A new jewellery and accessories brand will launch next month with Amelia Scott making its debut under the guidance of watch and jewellery designer Jane Hebden.

Called Amelia Scott, the company began last autumn with Hebden at the helm. She’s previously won awards including being named one of Retail Jeweller’s 30 Under 30 Rising Stars in 2020.

Her style is the opposite of the minimalist trend with the designer choosing to create pieces that “reflect her own personal style and the fun she loves to have with accessories and colour”.

Inspired by “vintage, colour and sparkle”, the debut collection includes jewellery priced from £69 to £159 mostly made from 925 recycled sterling silver and embellished with colourful cubic zirconia. There are also “statement scrunchies” starting at £20, that can be stacked alongside the jewellery. 

Designed in London and handmade in the UK, they all come packaged in branded gift-worthy boxes. 

Hebden said the collection is curated in a way that ensures the pieces are “both versatile and collectable” and there’s a clear guide on what can be worn together. 

She entered her field having not followed a traditional design career path. She spent only a brief time at university then joined Olivia Burton in digital marketing before moving into the design team and becoming one of its senior creatives.

She said: “I started to find my most ‘colourful self’ during and after lockdown — wearing colour really does improve my mood and I wanted to share the joy of colours with others, which was my main motivation to start the brand.”