Soru; meaning sisters in Sicilian, was founded by two half English-Sicilian sisters Francesca Kelly and Marianna Doyle in Solihull (West Midlands, UK) in 2013. Fuelled by their love of jewellery and desire to create luxe stand out pieces with high quality materials at attainable prices.
Each piece is ethically handmade in Italy or Turkey using gold plated sterling silver and semi precious gemstones.
The brand has a diverse celebrity following counting HRH The Duchess of Cambridge, Chiara Ferragni, Negin Mirsalehi, Rita Ora, Jessie J and Millie Mackintosh (to name a few) as fans.
Soru Jewellery can be found in select retailers worldwide including Selfridges, Harrods, Fenwick and Harvey Nichols.
Find all of our stockists here: https://www.sorujewellery.com/pages/stockists-1
To create a high quality, demi-fine fusion of statement and everyday jewellery collections using precious metals and semi precious gemstones that the wearer feels her best wearing. For the Italian flair, creativity and happiness of each piece to shine through the design.
We believe jewellery is for everyday and all occasions. A special piece of jewellery has the power to transform a look and the mood of the wearer and our jewellery is created with every woman of every age in mind.
Connecting with our customer is important to us, with a personal and approachable customer service and social platforms, we bring the customer into our story, so we can be part of theirs.
Back in 2013 we both had small children and had recently left our careers to take care of them full time. This gave us the perfect opportunity to have a go at creating our own jewellery, something we had always dreamed of. We set ourselves the goal that if things did not work out by the time our children had began school we would give it up and find alternative jobs. But, if on the other hand it did work out we could create a career around our own working hours, doing what we loved as well as being there for our children. And so the story began...
Looking back now I see how our previous experiences lead the way for Soru. Both me and my sister had worked together on the shop floor at Selfridges, dealing with customers face to face and styling requests. I then moved on to buying jewellery for the European division of Claires Accessories, where I stayed for 5 years and Marianna worked on her photography qualification.
We started out with £6000 borrowed from our husbands (who told us they would never see it again and i'm happy to say we paid them back within 3 months!). We used this money to create our jewellery. Leaving us with no money for branding, marketing, website set up or anything else!
We used a free font found on google as our brand logo, we set the entire website up ourselves (watching You Tube videos on how to every night after the kids had gone to sleep) and we joined Instagram and Facebook.
I had never before been on Instagram and didn't have a personal Facebook account. I learnt slowly and this is how we built the brand. We began at a time when Instagram was just emerging as a great tool for business and we were lucky that it was not yet saturated with brands all fighting for attention. We started to build an amazing community and met like-minded people, which we are still friends with to this day.
Through this community the brand started to slowly grow.
After 3 years we stopped working at home, wrapping orders up while watching evening TV and moved into our office.
And after 5 years we finally ditched the free font logo and had a beautiful new logo designed for us.
Today we are still very much hands on. The mail outs you receive are all created by Marianna, I take images on my iPhone for social media and answer all direct messages myself. All updates on our website are created by us and although we now have our best friends working with us we still answer customer service emails and package up orders.
It worked out, our children started school and we still have Soru!
We grew up near to Birmingham in the UK, our mother is English and our father Sicilian. Each summer we would go to stay with our nonna (nan) in Palermo the bustling capital city of Sicily. Our fathers family was very large, we have 11 uncles and aunties! The stark contrast between our life in Birmingham and our holidays in Sicily left a great impression on us, we particularly remember the women we were surrounded by; strong, passionate and always draped in lots of bijoux jewellery. We take our inspiration from those women, those memories and our love for the passion of Sicily itself. That coupled with the dedication and hard work ethic from the women on our mothers side was the perfect recipe for Soru.
Read more about us on our 'The Sisters Behind The Brand' blog post here: https://www.sorujewellery.com/blogs/news/the-sisters-behind-the-brand
And more about our inspiration in our 'Siciliana' blog post here: http://www.sorujewellery.com/blogs/news/13550841-siciliana
Follow us on instagram to see what we've been getting up to...http://www.instagram.com/sorujewellery
Soru Jewellery is a UK registered and trademarked company, VAT Number: 273391687 based in Solihull, England.
If you need more info please contact us at email@example.com we love hearing from you!