Wales


<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1500" height="1875" src="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-shot-.jpg" alt="Olivia Jenkins of D.LOUISE jewellery brand wearing white suit" class="wp-image-765" srcset="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-shot-.jpg 1500w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-shot--240x300.jpg 240w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-shot--819x1024.jpg 819w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-shot--768x960.jpg 768w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-shot--1229x1536.jpg 1229w" sizes="(max-width: 1500px) 100vw, 1500px" /><figcaption class="wp-element-caption">Olivia Jenkins </figcaption></figure>



<p>South Wales native Olivia Jenkins has catapulted the brand onto the jewellery scene, and was recently placed on the 2025 FEBE Growth 100 list, landing 26th spot among the UK’s fastest-growing founder-led businesses. Like, wowsa. Her USP is jewellery that refuses to quite &#8211; it&#8217;s waterproof, sweat proof, life proof and of course looks totally gorgeous. Oh, and it’s the official sparkle of Chelsea FC Women, too. </p>



<p>Muddy loves nothing more than a genre-busting female entrepreneur (we&#8217;re founded on the same principles), so we loved catching up with Olivia to hear the story of D.LOUISE, so you&#8217;re looking for inspiration to start your own business, or just want to ogle some serious baublage, this one&#8217;s for you.</p>



<h2 class="wp-block-heading" id="h-what-s-the-back-story-to-d-louise"><strong>What&#8217;s the back story to D.LOUISE</strong>?</h2>



<p>I&#8217;d been working at a media agency, but when the pandemic hit, the whole nature of the job changed and I found myself feeling unfulfilled. I knew I wanted to build something of my own with meaning and impact.&nbsp;<a href="https://www.dlouise.co.uk/" target="_blank" rel="noreferrer noopener">D.LOUISE</a> was born from a really <a href="https://www.dlouise.co.uk/pages/new-our-story" target="_blank" rel="noreferrer noopener">personal place</a>. I lost my mum, Deborah Louise, to cancer and wanted to create something that would carry her name and spirit forward.  Jewellery felt like the right fit because it can be tied to meaning and memory. </p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1550" height="2394" src="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy.jpg" alt="Olivia Jenkins of D.LOUISE jewellery brand with her mother in childhood photo" class="wp-image-766" srcset="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy.jpg 1550w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy-194x300.jpg 194w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy-663x1024.jpg 663w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy-768x1186.jpg 768w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy-994x1536.jpg 994w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-with-her-mother-Deborah-Louise-copy-1326x2048.jpg 1326w" sizes="(max-width: 1550px) 100vw, 1550px" /><figcaption class="wp-element-caption">Olivia with her mother, Deborah Louise</figcaption></figure>



<p>At the same time, I was frustrated with jewellery that didn’t last – I’d buy pieces that tarnished within weeks, and it felt like such a waste. So, I combined the two, and created jewellery that means something and is made to last.&nbsp;Our gold bonds deep into the stainless steel base, which is why our jewellery is waterproof, tarnish-free, and made to last through real life. You can shower, sweat, and sleep in it, and it still looks brand new.&nbsp;</p>



<p>The early days were anything but glamorous. I’d quit my job, had no experience in jewellery, and was figuring everything out as I went along. There were mistakes, tears, and moments of doubt, but also so much resilience and drive. Looking back, I think those challenges shaped the business into what it is now.&nbsp;</p>



<h2 class="wp-block-heading" id="h-how-would-you-describe-d-louise-s-aesthetic-nbsp"><strong>How would you describe D.LOUISE’s aesthetic?</strong>&nbsp;</h2>



<p>Clean, timeless, and versatile. Every piece is designed to slip seamlessly into your daily life, from the gym to the office to dinner with friends. It’s jewellery that elevates your everyday life without ever feeling ‘too much’, while carrying a sense of meaning and personal connection.&nbsp;&nbsp;&nbsp;</p>



<h2 class="wp-block-heading" id="h-what-does-being-chelsea-fc-women-s-official-jewellery-partner-mean-for-the-brand-nbsp"><strong>What does being Chelsea FC Women’s official jewellery partner mean for the brand?</strong>&nbsp;</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1500" height="1875" src="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-Chelsea.jpg" alt="Olivia Jenkins of D.LOUISE jewellery brand  at Chelsea football stadium" class="wp-image-767" srcset="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-Chelsea.jpg 1500w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-Chelsea-240x300.jpg 240w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-Chelsea-819x1024.jpg 819w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-Chelsea-768x960.jpg 768w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Olivia-Jenkins-Chelsea-1229x1536.jpg 1229w" sizes="(max-width: 1500px) 100vw, 1500px" /><figcaption class="wp-element-caption">Olivia Jenkins at Chelsea FC</figcaption></figure>



<p>Being named the official jewellery partner of Chelsea FC Women has honestly been one of the highlights of my career. It’s so much more than just a partnership. The <a href="https://www.dlouise.co.uk/pages/chelseafcwx-dlouise" target="_blank" rel="noreferrer noopener">Chelsea Rose Collection</a> symbolises the team’s eight Super League titles – each rose tells a story of resilience, history, and progress.&nbsp;</p>



<p>For me, it was also about giving female fans more. Sports merchandise has always been designed with men in mind, and I wanted to create something personal, lasting, and meaningful that women could wear every day. Jewellery was the perfect way to do that. Chelsea FC Women really believed in our vision, and together we’ve brought something new and powerful into the sports world. </p>



<h2 class="wp-block-heading" id="h-what-are-your-top-jewellery-styling-tips"><strong>What are your top jewellery styling tips</strong>?</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="992" src="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.LOUISE-chunky-disc-bracelet-65.jpg" alt="Olivia Jenkins of D.LOUISE jewellery brand chunky gold bracelet" class="wp-image-768" srcset="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.LOUISE-chunky-disc-bracelet-65.jpg 1000w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.LOUISE-chunky-disc-bracelet-65-300x298.jpg 300w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.LOUISE-chunky-disc-bracelet-65-150x150.jpg 150w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.LOUISE-chunky-disc-bracelet-65-768x762.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /><figcaption class="wp-element-caption">Engravable Classic Chunky Disc Bracelet</figcaption></figure>



<p>I love this question! OK, firstly, don’t be afraid to mix metals: Gold and silver layered together feels modern and effortless. Play with textures &#8211; pairing a chunky chain with a delicate pendant creates great balance. Layer with intention, so start with a hero piece, then add finer details around it. But honestly,  when it come down to it, wear what makes you feel confident. Jewellery is personal, so there are no ‘rules’ as such. </p>



<h2 class="wp-block-heading" id="h-if-you-could-only-keep-three-pieces-of-your-jewellery-which-ones-would-you-choose-nbsp"><strong>If you could only keep three pieces of your jewellery, which ones would you choose?</strong>&nbsp;</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1500" height="1500" src="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace-.jpg" alt="Olivia Jenkins of D.LOUISE jewellery brand necklace and earrings " class="wp-image-761" srcset="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace-.jpg 1500w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace--300x300.jpg 300w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace--1024x1024.jpg 1024w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace--150x150.jpg 150w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace--768x768.jpg 768w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace--500x500.jpg 500w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/D.Louise-necklace--1100x1100.jpg 1100w" sizes="(max-width: 1500px) 100vw, 1500px" /><figcaption class="wp-element-caption">The Essentials Necklace </figcaption></figure>



<p>Our <a href="https://www.dlouise.co.uk/products/thin-essentials-necklace" target="_blank" rel="noreferrer noopener">Essentials Necklace</a>, as it’s the perfect everyday layering base, the <a href="https://www.dlouise.co.uk/products/tennis-bracelet" target="_blank" rel="noreferrer noopener">Tennis Bracelet</a>, because it’s timeless, elegant, and always gets compliments, and <a href="https://www.dlouise.co.uk/products/classic-tennis-studs" target="_blank" rel="noreferrer noopener">Tennis Studs</a>, because I’m sparkle obsessed.&nbsp;</p>



<h2 class="wp-block-heading" id="h-you-re-a-cardiff-girl-what-makes-the-city-special-to-you">You&#8217;re a Cardiff girl, what makes the city special to you?  </h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="1021" src="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Roath-Park-.jpg" alt="Roath park Cardiff " class="wp-image-763" srcset="https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Roath-Park-.jpg 1000w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Roath-Park--294x300.jpg 294w, https://dev.muddystilettos.co.uk/wales/wp-content/uploads/sites/30/2025/10/Roath-Park--768x784.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /><figcaption class="wp-element-caption">Roath Park Cardiff</figcaption></figure>



<p>I have so many fond memories of Cardiff. I used to love walking around Roath Park, and I actually worked at Joe’s Ice Cream for a while &#8211; their strawberry marshmallow sundae will forever be the best! Whenever I’m back, I always make time to see my Grandma and spend time with family but, I also love a good pub; walking up to the Ty Mawr was something I used to do all the time.&nbsp;Cardiff is also the starting point for my fundraiser <a href="https://www.dlouise.co.uk/pages/walk-talk" target="_blank" rel="noreferrer noopener">Walk and Talk</a>. It began as a personal challenge – walking from Cardiff to London to raise awareness about grief and the importance of talking about loss. It was one of the hardest but most rewarding things I’ve done, and we raised over £13,000. I definitely want to keep it going and make it bigger each year, because the conversations it sparks are so important.&nbsp;</p>



<h2 class="wp-block-heading" id="h-which-celebrities-does-d-louise-align-with">Which celebrities does D.LOUISE align with?</h2>



<p>D.LOUISE has a powerful story behind it so we love those we align with to have a story too. Amy Dowden has been through so much and is a true inspiration, and I personally love Molly-Mae for her style and influence. I’d also say Rochelle Humes, because she’s hugely respected, relatable, and embodies both family values and style, which feels really aligned with who we are as a brand.&nbsp;</p>



<h2 class="wp-block-heading" id="h-what-s-on-the-horizon-for-the-brand-nbsp"><strong>What’s on the horizon for the brand?</strong>&nbsp;</h2>



<p>Our vision is big. We want D.LOUISE to be the global leader in jewellery that’s meaningful, accessible, and built to last. That means more collaborations, more community events, and continuing to expand our reach internationally.&nbsp;</p>



<h2 class="wp-block-heading" id="h-sounds-exhausting-how-do-you-recharge"><strong>Sounds exhausting! How do you recharge? </strong> </h2>



<p>Sundays are all about pressing pause, reflecting, and recharging for the week ahead.&nbsp;I love slow mornings, a good coffee, a long walk (I find walking so therapeutic), and cooking a nice meal in the evening. </p>



<p><em>Shop <a href="https://www.dlouise.co.uk/" target="_blank" rel="noreferrer noopener">D.LOUISE</a> </em></p>


Inside the world of D.LOUISE – the brand redefining lifeproof jewellery

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Inside the world of D.LOUISE – the brand redefining lifeproof jewellery

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