ANA’S STORY
At its core, my jewellery is about beauty and transformation. I want people to feel that they are wearing something special, something that carries a sense of mystery and artistry and a piece that resonates with them and their personal story. It’s not about following trends or standing out just for the sake of it. My pieces are refined, elegant, and meant to bring joy to the wearer. There’s a certain magic in transforming materials from the earth like precious metals and gemstones into something extraordinary, and I hope that my jewellery embodies that magic for those who wear it.
Ana Verdun is the founder and creative mind of her brand Ana Verdun London. A brand of fine jewellery handcrafted from her studio in Chiswick, west London.
Ana is a British Venezuelan jewellery designer. Raised in Venezuela by Argentinian parents, she also lived in Lima - Peru for a few years where she first trained in Classical Jewellery.
She says "I grew up in a very creative environment, my mother was an illustrator, my father an author. My mum always made sure we focused on something creative, and pointed out that I was always intrigued by the jewellery her friends were wearing. So, I opted for jewellery making. I started my first jewellery training courses with some local craftsmen in a beautiful little area in the mountains outside Caracas in Venezuela. It was an incredibly inspiring setting."
After moving to Europe, Ana then continued her studies at the prestigious Escola Massana in Barcelona, Spain and at Metropolitan University in London. She now continues to work, learn and experiment from her studio in West London.
Ana Verdun London was founded in 2007 and has established a dedicated following around the UK and across the globe. Celebrities proudly sporting her pieces include Oscar nominee Diane Lane, the late TV presenter Jocasta Innes, Vanessa Feltz and the Duchess of Cambridge. Regularly featured extensively in the local and national press, Ana Verdun’s designs are both fashionable accessories and timeless heirlooms.
Over the years, getting to know our clients and seeing how they react to their acquisitions makes a great impact on the development of new pieces and collections.
“It never ceases to amaze me when I observe how my pieces look on other people. There is a magical alchemy to it. One piece can look completely different on another person, and this opens new doors to my imagination. Nothing satisfies me more than my clients saying "Now I can't live without it!”
Ana Verdun is all about exploration and alchemy. I see my work as a laboratory where I experiment with different themes and styles, all while maintaining a strong artistic vision. It’s where boldness and elegance meet, and where wearing jewellery becomes an act of pure joy. My pieces aren’t just about aesthetics; they’re about the feeling they evoke when worn and the symbolism attached to the wearer. There’s always an element of discovery, something mysterious that you can’t quite define, but you know it’s there.
And a strong value in my inspiration and approach to design:
I don’t get inspired or motivated in repeating designs (variations of the same) that are based on a formulaic approach, it would be much more practical, especially from a marketing perspective to work this way. The industry often prefers easily recognizable work, something people can identify in an instant. It’s a reflection of the times we live in—everything has to be fast and effortless. But that’s not me. I could never take that route because it would kill my creativity and purpose. My rebellious side simply wouldn’t allow it. While it might work for others, it doesn’t work for me. I need to continue exploring and evolving my designs. I want my work to be like a master chef’s dish. It requires a deeper appreciation, a moment of recognition that goes beyond the surface.
My goal is to create pieces that are both peculiar and beautiful, but also wearable. I’m not interested in designing jewellery that just sits in a box in my studio because no one wants to wear it. Sure, someone might admire it as something peculiar, but if it’s not wearable, it’s missing the point for me. My designs need to be elegant, visually appealing, and practical for everyday wear. I don’t want to be weird just for the sake of it—that’s not who I am. My art is refined and beautiful, with commercial appeal, but without sacrificing the artistry.
To me, jewellery should be beautiful. It’s a carrier which expresses your personal narrative and should be made in a way that keeps this alive for generations.”
One of our priorities is keeping luxury handmade in London.
Each piece is created in Chiswick using meticulous craftsmanship and with the assistance of the wonderful network of suppliers in London’s Hatton Garden, with whom Ana works closely. The gold, silver and gemstones are sourced through certified local suppliers that comply to ethical procedures and regulations.
We are very aware of the challenges in keeping jewellery ecologically sustainable. We recycle whatever we can and work in the most environmentally way possible.
The silver, gold and platinum that we use are sourced in the UK from certified suppliers that adhere to the “EU Standard Compliant Regulations”and that are committed to sourcing these materials in an ethical and sustainable manner.
Ana Verdun’s Collections are made in Sterling Silver (925) without nickel.
We exclusively use 100% recycled fine metals. Additionally, we offer our clients the possibility to re-use their own gold to create their bespoke pieces, as well as for us to produce our own in-house alloys.
We can work in Fairtrade Gold on request, please note this service will affect the final price of your quote.
And finally...
It’s exciting to know that you open your heart to us a little every time you wear a piece from Ana Verdun London. Every single customer is important to us and it's a true honour to have you as part of our adventure of adding a little more beauty to the world.