On International Women’s Day, we celebrate women who build, create and shape their own paths. The rise of Serena Ansell as founder of Serena Ansell Fine Jewellery is rooted in a lifelong love of precious stones and a belief that fine jewellery should be made properly and made to last.
Serena Ansell launched her namesake brand in 2022. She is a trained Gemologist and lifelong lover of precious stones and honed her craft working under renowned jeweller William Welstead, developing a deep appreciation for rare cuts, antique stones and meticulous, handmade craftsmanship. Today, Serena creates fine jewellery in solid precious metals with vibrant natural gemstones; pieces made thoughtfully, worn every day, and cherished for generations.
Her journey reflects a respect for tradition, while confidently carving her own space within a historic industry. Growing up when plated, factory-made jewellery was less common, many adults around her wore solid precious-metal pieces. Jewellery that was meaningful, sentimental, valuable and built to last. In a world that now feels faster and more disposable, making proper fine jewellery, the way much of it used to be made, matters deeply to her.
Her direction became clear after work experience at Christie’s and Sotheby’s, when she realised she was far more captivated by the jewellery departments than the Old Master paintings. Years of fine-art training had given her an intense attention to detail, and jewellery suddenly felt like the natural place for it. That moment of clarity became the foundation of a future brand led by conviction rather than convention.
Earning her Graduate Gemologist diploma at the GIA opened up the scientific side of stones. It was rigorous and demanding, but it unlocked a deeper fascination: understanding why stones behave as they do, and how to distinguish truly precious gems from look-alikes. In an industry where knowledge is power, Serena equipped herself with expertise that allows her to guide clients with confidence and integrity.
Serena often finds that people misunderstand materials and hardness. For example, Emeralds aren’t “soft”, they’re as hard as Rubies and Sapphires, but more brittle due to their natural inclusions. Other than being central to her style, this is also why she prefers protective rub-over settings, especially for stones that need care. Stories are what draw her in most; each stone has a journey, where it formed, how it was cut, who wore it and who passed it on, and provenance often becomes the reason someone connects to one gem over another.
Her first engagement-ring commission remains unforgettable: a ring designed through meetings in meaningful places, handed over in torrential rain before a flight to propose, proof that the making can be as romantic as the finished jewel. It is in these deeply personal milestones that Serena’s work truly comes alive, marking love stories and life chapters with pieces intended to endure.
Working under William Welstead deepened her knowledge of rare stones, antique cuts and handmade craftsmanship, strengthening her belief in solid precious metals and jewellery built to last. In 2022, Serena launched Serena Ansell Fine Jewellery, an approachable brand specialising in bespoke commissions alongside a curated ready-to-wear collection. Her aesthetic is “feel-good jewellery”: vibrant, juicy gemstones in stylish designs that remain timeless.
Bespoke remains at the heart of the brand, marking milestones, love stories and personal moments. For Serena, “doing things properly” means meticulous detail, excellent materials and craftsmanship that can be worn, loved and passed down.
This International Women’s Day, we celebrate not only the jewellery itself, but the woman behind it, her knowledge, and her commitment to quality in a world that often favours speed over substance. Serena’s rise is proof that expertise, artistry and conviction still matter.
Looking ahead, she hopes each piece becomes part of a family story, proof that timeless style, quality stones and beautiful craftsmanship never lose their value.