Our story

We believe that memories are everything.

Meet the founders behind elleroo – Row and Emma

elleroo is an independent jewellery brand loved by customers for its emotional edge, quality and personal service. Utilising the finest British craftsmanship, we design and create personalised jewellery to capture your memories, which is elegant and completely unique to you.

We are two working mums who live and breathe a mindset of just going for it, and this belief saw us take a leap of faith to launch elleroo in 2018. Family is completely at the heart of why we began to create personalised jewellery, and this is ever stronger today. When Row’s mum died from bowel cancer, we wanted to find a way to remember all of the special times we had shared, the ones that really make us smile. So many of us turn to jewellery for these sentimental pieces. When we couldn’t find anything to capture our memories, our ideas developed into an amazing journey of designing and creating our own.

Early in 2023, our personal need for starting elleroo was experienced all over again, when Emma’s mum died from bowel cancer. We believe that memories are everything. Engraving beads with some of the personal moments we shared over the years, to wear and remember forever, has been comforting.

How many of us look at a photo on our phone or hear a song and the memories and emotions come flooding back. Well having your chosen moments engraved on beautiful solid silver and gold beads to wear and collect, means you will instantly remember those special times, experiences, achievements, and all the feelings they bring back for you. 

Welcome to elleroo. 

Emma and Row