By Pariah the jewellery brand loved by Kendall Jenner and Hailey Bieber

Each month, we look into an exciting and innovative label that is taking the fashion world by storm in our regular feature #TheBrand. This time, we turn the spotlight on the celebrity-loved jewellery label By Pariah.

When Kendall Jenner wears the same pair of earrings five times during Paris Fashion Week, there’s no doubt that this is a label you need to get to know. The brand in question is By Pariah, and the supermodel loves the 'Curve Hoop' earrings specifically, which she has teamed with everything from oversized knitwear to a slinky sequin dress – and, she is not alone in her love of the label. Rosie Huntington-Whitely, Hailey Bieber, Emma Corrin, Thandie Newton, Jessica Alba and Katie Holmes make up the A-list fanbase of By Pariah, which is taking the demi-fine jewellery market by storm.

Founded by designer Sophie Howard in 2016, the label specialises in jewellery that celebrates natural materials. Her business is based around three pillars – longevity, craftsmanship and sustainability – making it the ultimate smart investment for your jewellery box.

Kendall Jenner wears the ’Curve Hoop’ earrings

“The evolution of By Pariah has been a remarkable journey of self-discovery and continuous improvement,” Howard tells me. “As I don’t have a background in jewellery, I had to learn a lot about production. I trialled a lot of different styles and materials before I settled on my aesthetic but I now have a really clear vision of where I want to take the brand.”

By Pariah

By Pariah

Howard seems to have a special talent for creating pieces that are both statement-making and somehow timeless – the proof of this is in how many times A-listers are wearing her pieces on repeat. The jewellery is standout, but versatile. It can be worn for any occasion.

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A great example of this is the sculptural ‘Large Drop’ earrings, which can be taken from day to night seamlessly, while the chic ‘Gem’ stacking rings are an excellent choice for wearing every day.

Of course, it is also a bonus that many of these pieces are at the affordable end of the scale – prices start at around £200 and go up to £2,000. Howard explains that she wanted to make her pieces accessible, but “quality is paramount”. The team only uses the finest natural resources – 100 per cent recycled gold or sterling silver, as well as untreated natural gemstones and diamonds – meaning that each piece feels slightly unique.

Courtesy of Bottega Veneta

'The Curve' hoop earrings

"The Albert', 'Essential' and 'Triple Eternity' ring set

'Bell Hoop' earrings

14ct Gold Lenticular Lapis Lazuli and Diamond earrings

Now 20% Off

“As we've grown, our commitment to sustainability has deepened,” she explains. “We've invested in responsible sourcing, only use 100 per cent recycled metals, and fine-tuned our production processes to reduce our environmental footprint.”

The designer is aware that sustainability is a challenging word in fashion right now, but she has lots of advice for how to ensure you are not falling victim to greenwashing.

By Pariah

By Pariah

“Conscious shopping can be overwhelming with so many brands claiming to be sustainable. Firstly, don’t be afraid to ask questions. Focus on transparency, materials and craftsmanship – look at sourcing, materials, and production processes. Are they willing to answer your questions about sustainability? Do they use responsibly sourced materials, such as recycled metals or ethically mined gemstones? Look for certifications like Fair Trade, which indicate ethical sourcing. Consider the craftsmanship. Does the brand emphasise quality and durability to ensure their products have a longer lifespan, reducing the need for replacements? The list goes on.

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“Remember that no brand is perfect, but a sincere commitment to sustainability should be evident in their actions and willingness to engage in a transparent and constructive dialogue with consumers. Trust your instincts and choose brands that align with your values and priorities.”

And, when it comes to investing in jewellery that will actually last? “Material is key, opt for 14K gold and above if you can,” she says. “If you’re investing in silver or vermeil, find out how thick the plating is and if the brand offers an after-care service. Look for designs that are classic and versatile. I’m drawn to clean lines, simple shapes, and minimal embellishments and avoid overly trendy or gimmicky designs.”

Having successfully won over the most stylish women of the moment, Howard is looking forward to where the brand will go next.

“Honestly it’s incredible,” she says of Jenner and Bieber wearing her pieces. “Their global influence brings a spotlight to my jewellery that extends beyond my usual reach…We have lots of excitement coming up including a collaboration with one of my favourite ready-to-wear brands, so watch this space!”

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