Ethos of London champions jewelry designers who stand for a greater purpose, creative innovation and design excellence


Ethos of London is a fine jewelry platform retailing brands that put distinctive designs and expert craftsmanship at the heart of every creation. Showcasing jewelry rich in cultural heritage and storytelling, we work with leading brands and emerging designers who have an ethical approach to jewelry making, marrying luxury with purpose.

Our passion for jewelry is grounded in a larger social vision. Our aim is to nurture a mindful society and we showcase designers who share our ethical interests and values. We donate 10% of our profits to a range of charities who support women's welfare and advancement. 


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 personal journey started in Paris where she spent her childhood, with her family heritage rooted in the regions of Champagne and Vendee. Her French sensibilities are intertwined with British cultural influences, she has lived in England for over two decades and currently resides in 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