LuvLoops began with a love story

When my husband (my boyfriend at the time) and I were in a long-distance relationship — he in London finishing university, and I in China working — jewellery became a way for us to feel connected. He once sent me a bracelet I had been eyeing for months, but just two days later, it broke. Another time, before our first holiday together in Majorca, he gifted me a necklace without realizing it was made from brass with plating. I ended up with a terrible rash and could never wear it again.

One night, while I was venting my frustration about how I would run a jewellery brand differently, he simply said: “Why don’t you do it yourself?”

That question sparked everything.

I knew I wanted to create jewellery that wasn’t just beautiful, but meaningful. Jewellery that people could truly connect with — not something that would tarnish, break, or feel disposable, but something that would carry love, strength, and memory.

At first, I called my brand Septem-green (since I was born in September and love the color green). But it never felt quite right. One day, he came home and said: “Since you want to create love bubbles between you and your customers, why not call it Love Loops?” That became LuvLoops — and it’s stayed with me ever since.

When I launched LuvLoops, I had just moved to a foreign country, far away from everything familiar. It was during the pandemic, and I often felt isolated. But something unexpected happened — my customers became the people who made me feel seen and connected. Through every message, every order, and every story shared, LuvLoops became more than jewellery. It became a reminder that we are never truly alone.

Now, I want to pass on that feeling. Each piece I design is made with intention, crafted in semi-precious materials and fine metals, carrying meaning for life’s many journeys.

LuvLoops is more than jewellery. It’s about connection, courage, and love — little loops of meaning you can carry with you, every day.

I hope this is helpful and I would love to connect with you so please go follow us on @luvloopsjewellery and I'd love to see more of your lovely comments below!

(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)

With love,

Essa xx

Founder of LuvLoops