ABOUT SERENA

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.

Serena has always been fascinated by beautiful gemstones. 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. 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.

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.

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.

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.