Meet the Maker: Cherie Jewels

Cherie Jewels is dedicated to capturing the fleeting beauty of nature through handcrafted jewellery made with real flowers, pearls, and organic materials. We catch up with founder Elise Sze To to learn about what they love most about their inspiration, making process and the journey from UAL to creating her own jewellery business.

What attracted you to your craft? 

I’ve always loved making things with my hands, creating something unique from scratch has been a passion since I was a child. Like many designers, I find deep joy and satisfaction in the process itself, and even more so when someone connects with something I’ve made. 

I originally studied Fashion Knitwear, which gave me a strong foundation in material exploration and helped shape my personal aesthetic. Even during my studies, I was drawn to nature as a source of inspiration. But working with fabrics can sometimes feel limiting in terms of materials and form. That’s when I became curious about jewellery—how it allows for a wider variety of textures, mediums, and techniques. 

I started teaching myself jewellery-making through online tutorials, spending my spare time experimenting with different materials and processes. It was a slow, hands-on discovery that eventually led to the creation of my own handmade jewellery brand, one that brings together my love for craft, nature, and storytelling. 

What inspired you to start your own creative business?  

In 2022, I was deeply moved by how fleeting the beauty of blossoms is. This transience inspired me to find a way to preserve that delicate moment. I began experimenting with incorporating real flowers and natural materials into jewellery, hoping to capture the poetry of nature in a lasting form. From these early experiments, Cherie Jewels was born, a brand dedicated to creating handmade pieces that hold memories, emotions, and a quiet reminder that we are loved and precious. 

What is your favourite aspect of running your own creative business? 

My favourite part is the quiet moments spent in my studio, creating new designs. It’s a peaceful space where I can focus deeply, explore ideas freely, and bring my visions to life. 

If you make your own product, what element of the making process do you enjoy the most? 

The part I enjoy the most is encountering challenges during the design process and finding creative ways to overcome them. For example, when I first started using real flowers in my jewellery, I experimented with different materials and techniques to preserve their delicate beauty. Successfully solving these problems brings me a great sense of accomplishment and motivates me to keep pushing the boundaries of my craft. 

What is the USP (unique selling point) for your products?  

My designs are deeply inspired by nature, capturing its delicate and fleeting beauty. Every piece is carefully handmade by me, using natural materials like real flowers and pearls. This combination of personal craftsmanship and organic elements creates jewellery that feels intimate, meaningful, and truly one-of-a-kind.  

What are your hopes for the future/ where would you like to take your design career / collection? 

I hope my designs can reach and be loved by more people. One of my next goals is to collaborate with more independent shops across different cities in the UK, so customers can experience my jewellery in person rather than just online. Many clients have shared that they want to see and feel the pieces physically before choosing, so expanding my presence in physical stores is an important step for Cherie Jewels. 

Can you briefly describe your journey since leaving UAL and setting up your business? 

I studied Textile and Knit Design at London College of Fashion, and have always loved working with different materials to create tactile, expressive pieces. After graduating, like many design students, I felt a little lost. I knew I wanted to build something of my own, something that reflected my personal aesthetics but I wasn’t quite sure where to start. 

I began working as a freelance textile designer, creating fabric concepts for other brands. The income was unstable, but I used what I earned to slowly invest in tools and materials for jewellery making, a side project I felt deeply connected to. Every week, I released new designs on social media, watching closely how people responded. The pieces that resonated stayed, and those that didn’t became one-off experiments. It was a slow process of trial and error, but it helped me understand my audience and refine my voice. 

Over time, this small practice grew into Cherie Jewels. It wasn’t easy at the beginning, but through persistence I learned so much about design, business, and people. Eventually, my work caught the attention of museums like Birmingham Museum and the V&A Museum, who now stock some of my designs. The journey has been unexpected, challenging, and incredibly rewarding. 

Cherie Jewels is part of not just a shop‘s selected new designers and makers for 2025.

Each year, not just a shop holds an Open Call for new products from UAL students and alumni. All products and makers are selected by a panel from various disciplines and backgrounds.

This year, 13 new makers were chosen as our new cohort, making it one of our most successful years yet. Our range of practical yet stylish homeware, jewellery and accessories are sure to excite and enhance your everyday style and experience.

Learn more about this years selection of new makers and products.