Founded by London-based designer Alona Shelemy, By Alona is a contemporary jewellery brand rooted in heritage, craftsmanship, and timeless design. Inspired by a lifelong connection to fine jewellery and trained expertise in gemology, Alona creates collections that balance modern elegance with effortless wearability.

Proudly designed and made in London, the brand is known for its versatile, seasonless aesthetic, combining vintage influences with contemporary styling. Premium gold-plated finishes, intricate detailing, and selected natural semi-precious stones give each piece a distinctive and luxurious feel.

By Alona is committed to responsible production through small-batch manufacturing, locally sourced craftsmanship, and carefully selected materials. Alongside its design-led collections, the brand supports meaningful charitable initiatives, donating a portion of proceeds to ocean conservation and breast cancer charities.

With seasonal newness, strong storytelling, and accessible luxury appeal, By Alona offers retailers a distinctive jewellery collection that resonates with the modern customer.