Championing fine jewelry designers who stand for quality, creative innovation and design excellence 


Ethos of London is a fine jewelry platform retailing brands that put distinctive contemporary designs and expert craftsmanship at the heart of every creation. Showcasing jewelry rich in cultural heritage and storytelling, we work with designers who have an ethical approach to jewelry making and use recycled or Fair Trade-certified gold and conflict-free; ethically sourced diamonds and other gemstones.

Made with fine materials, we retail jewels made in solid gold, from 14 karat to 24 karat, and in titanium, with quality precious and semi-precious gemstones. Our jewels are one-of-a kind or produced in small quantity and limited editions. 

In a crowded market that often blurs the line between high jewelry and lower quality mass produced designs, we curate design-led quality jewels as a vehicle of self-expression and we guide high net worth individuals and others to make astute and satisfying jewelry purchases. 


Educated at La Sorbonne Paris, Harvard Law School and Christie’s London, Valerie Genty, Founder and CEO, Ethos of London, is a “veteran of the art world” (JCK Magazine) and has established expertise in art curation, brand partnerships and business management. Valerie has devoted her career to strategically leading business development for international galleries, heading sales of prominent contemporary and modern artists (from Bernard Buffet oil paintings to Yinka Shonibare's sculptures), and has worked both in the commercial and cultural fields.

With experience spanning world-leading brands such as Burberry, Hussein Chalayan, Ozwald Boateng, Soho House and Christie’s, she now turns her focus to the growth trajectories of visionary jewelry brands via the collaborative platform, Ethos of London. 

Valerie’s expertise and passion for gemstones, art, design and all things creative, combined with her long standing advocacy of women' s advancement, come together to make Ethos of London a one of a kind wondrous and purpose-led platform which brings a community of visionary designers to an international audience.  

Valerie is a member of the international Adoreum Club and of The Association of Women in the Arts (AWITA).   

Photo by Heiko Prigge



Beautiful jewels serve a purpose - to enhance the lives of the women who wear them!

We strive to enhance the lives of the women who acquire jewelry on our platform by curating high quality jewels with enduring beauty that can be passed down from generation to generation and that over time will from part of the family heritage.  We believe that high quality design, gemstones and gold have intrinsic financial value but most of all we believe they create a legacy, generational, cultural and historical.

‘Ethos of London’ showcases fine jewelry and gemstones in connection with their organic roots.  We believe that jewelry brings the wearer closer to nature’s revitalising forces, bringing joy, strength and vitality to daily life. The intrinsic beauty of gemstones naturally enhance women's strength and personal aura.

Creativity and craftsmanship is the common thread in our designs. We have an artistic eye for colour and forms. We select high quality jewels from a range of designers so that you can find the perfect design for you. Original jewelry design, sculptural and imaginative, is worth a thousand words to express love, kinship and togetherness.

Our Designers all have a common ethos, which is respect for people and the planet, and have an ethical approach to creating jewelry. Some use recycled gold and vintage gemstones whilst others focus on having transparent supply chains and traceable sources for their raw materials.  Furthermore, many support a cause and charity close to their heart. 

Ethical and thoughtful creation is at the heart of all our Designers practice. 

Our passion for jewelry is grounded in a larger creative vision. We host collaborations with contemporary visual artists and like-minded accessories and fashion brands.  These creative collaborations provide another platform for the enjoyment and exploration of beauty and art in day-to-day life. Art and creativity is in our DNA.

Our passion for jewelry is grounded in a larger social vision. Our aim is to nurture a society that enables women to thrive. To this end we allocate a part of Ethos of London profit to support women-led businesses and/or charitable causes who support women's welfare and advancement.  We love beauty that keeps on giving!