Daisy
Jewelry
Brown Sugar was on the airwaves, Love Story was on our cinema screens, and Noel Boyd was on a five-week boat crossing from Melbourne, Australia to the UK. Here he would set up shop on London’s l...
Brown Sugar was on the airwaves, Love Story was on our cinema screens, and Noel Boyd was on a five-week boat crossing from Melbourne, Australia to the UK. Here he would set up shop on London’s legendary Portobello Road, selling imported Mexican jewellery to loved-up hippies and inadvertently sowing the seeds of a brand that would eventually define the lives of both Noel and his family. Daisy London was born out of a love for the beautiful and the exotic, out of a passion for travel and far-flung shores and out of a taste for adventure. When Noel’s son James took the helm of our company in 2009, he brought with him a strong background in trend-driven sales and a deep-rooted love of Eastern philosophy. It was James’ beliefs in these philosophies that paved the way for Daisy London’s global success story – the now iconic Chakra bracelet. James’ chic interpretation of the Buddhist symbols that so inspired him on his quest for wellbeing – has become a modern classic, beloved of celebrities and fashion editors alike, and ensuring that Daisy London receives constant support across all major international fashion press. Daisy Chakra is supported by our three further core ranges, Daisy Riviera, Vintage Daisy and Sahara, and also by our four covetable trend collections; Halo, Good Karma, Alpha, Friendship. Daisy London’s phenomenal success story over the past four years has resulted in a global distribution network spanning Europe, Asia, Africa, Australia, the Middle East, Central America and the USA. The brand is stocked in over 500 locations worldwide, including independent jewellers, fashion boutiques, major department stores, 5* hotel chains, luxury wellness centres and premium airlines. Daisy London continues to explore, discover and innovate.Brand Details
Founder
William Noel Boyd
Brand Strategy
Market segment
Bridge
Core business
Jewelry
Targets
Women
