LuvLoops (pronounced love-loops) is a jewellery brand located in one of the most fashionable cities in the world - London - and focuses on sustainable high-quality jewellery that fits your everyday look. Our jewellery is either made of Gold Vermeil or 14K Gold-filled which are both tarnish-resistant and friendly to some of you with sensitive skin. Our designs are intended to be timeless and make your everyday life effortless.



The reason why I choose to name us as LuvLoops is that I want to spread my love and passion for high-quality jewellery (tarnish resistant and hypoallergenic)  to all my lovely customers. Then, you will share the same love with others so that it becomes a love loop. 

I do realise through my days, that high-quality pieces of jewellery are intended to be pricy yet the affordable high street pieces of jewellery are usually harming my sensitive skin in a bad way. So I was very clear when I founded LuvLoops that the main focus of this brand is to provide people like me with more high-quality jewellery pieces attached with reasonable price tags. 


After a long time browsing online, searching for the best source to use for my brand, I finally found the two perfect options - Gold Vermeil and Gold-Filled Jewelry. If you would like to know more about the difference between Gold Vermeil and Gold-Filled, please go to my previous blog post GOLD VERMEIL VS GOLD FILLED 

At LuvLoops, we are using both as our lead materials to make our jewellery pieces long colourfast, easy to maintain, and hypoallergenic.  


This idea of starting my own jewellery brand started in September 2019 when my husband and I spent our holiday in Sicily. Like many other girls, I happily wore the gold and pearl necklace that I purchased from a high street shop, and then I got a bad allergic reaction on my neck. My skin was turned green by the combination of seawater and the brass contained in necklaces and I couldn't stop scratching it because of the itchiness. And of course, my neck and chest end up with a lot of ugly scratches. So that I had to dump the necklaces and face the fact that it was a waste of money.

After our trip to Sicily, I found out that the fine jewellery that doesn't make my skin itchy and green is not easy to access. They are rather pricy in the market so it would be considered as a luxury to have them no matter how much I like the design.

I intend to create a jewellery brand with timeless and versatile designs that are perfect to add a nice touch to your everyday look and yet you don't have to fear the exorbitant price tag. I started with pearl and gold-filled wires to make our very first collection - PEARL ADDICTION COLLECTION and a few pieces from this collection have been even continuously popular among our customers.

Through the past few months with LuvLoops, designing, and delivering my statement of jewellery has been an immense pleasure to me. I am glad to have people agree with my ideas and appreciate what I do and what I love. Expressing my creativity to design something special for others has helped me find my inner confidence. Therefore, I wish my work would bring this strength to those of you who style LuvLoops jewellery in your own thoughtful and unique way. 


I am so sorry that for some reasons, the system doesn't allow me to reply to your comments so if you are wonder why are we are a sustainable brand? Please check out this blog post here: Meet Our Markers and Our Sustainable Packaging.

I hope this is helpful and I would love to see more of your lovely comments below!

With love,

Essa x




Hi, why is the brand sustainable?



I wanted to know how your brand is sustainable and details about your materials sourcing and manufacturing process. I was not able to find any information about it online.



Love the design and I am so close to purchasing from you.

Could you please let us know about your sustainability policy on the manufacturing and materials procuring of the jewellery?
Much luv!


Hiya , would it be possible to see a photo of the solar Luna and the flower petal earrings tried on ?

Kind regards


Hi! Just wondering, you mentioned that the brand was sustainable. Could you please provide more detail on how exactly is the brand sustainable? Are the metals upcycled? Is this packaging sustainable? etc.

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