Our Story

Crafted with love. Inspired by Storm.

JOOLS London was born from two lifelong passions: creating beautiful jewellery and a love of dogs.

As a jewellery maker, I've always believed that the things we treasure should be beautifully crafted, thoughtfully designed and made to last.

Although I'd grown up with family dogs and had loved them for as long as I can remember, Storm is my first dog of my own.

When she came into my life, everything changed.

Like many dog owners, I wanted the very best for her. I searched for a collar that was practical enough for everyday adventures but beautiful enough to reflect just how special she is to me.

I couldn't find one that felt quite right.

So I made it myself.

That first collar was never meant to become a business. It was simply made for a dog who means the world to me.

But people noticed.

They stopped to ask where Storm's collar came from, and before long I was creating collars for friends, then customers, and eventually JOOLS London grew into something far bigger than I ever imagined.

Storm taught me something I'll never forget.

When she was a puppy, people crossed the road just to say hello.

As she grew into the magnificent dog she is today, people started crossing the road to avoid her.

Storm hadn't changed.

She was still the same gentle soul who carries her favourite toy around the house, leans in for cuddles and reminds me every day that appearances can be deceiving.

She became the inspiration behind every collar I create.

Today, every JOOLS London collar is handcrafted using premium BioThane®, premium beads, premium paracord and carefully chosen hardware, designed to be every bit as beautiful as it is practical. Alongside my jewellery collections, they're made with the same attention to detail, quality and craftsmanship that inspired me to become a maker in the first place.

Because I believe the ones we love deserve beautiful things.

Whether that's a piece of jewellery for yourself or a handcrafted collar for your best friend, every order is made with care, pride and gratitude.

Thank you for supporting our growing business.

It truly means the world.

Julie & Storm