Jade Sammour

I’m Jade, founder and director of Dainty London, an award-winning British jewellery brand specialising in sustainable fine and demi-fine jewellery. With a background as a Children’s Heart Transplant Nurse Specialist, I bring a calm, detail-led and people-first approach to building a premium customer experience. I lead the brand end-to-end, from design and product development to e-commerce, marketing and customer care, creating timeless pieces using recycled precious metals and ethically sourced gemstones. Dainty London has been recognised through industry awards and featured in leading publications including British Vogue, Tatler, Stylist, The Telegraph and Forbes. My focus is on growing a values-led luxury brand through direct-to-consumer sales, bespoke services and an expanding UK...