From an early age, Ariana Diamant, the visionary founder and designer of Aaria London, discovered her profound passion for jewellery among the exquisite treasures nestled within her grandmother’s jewellery box. Each piece radiated an enchanting allure – an extraordinary artefact that fostered a sense of confidence, strength and an unwavering readiness to embrace the world. This profound belief that jewellery serves as a powerful emblem of self-expression and empowerment has significantly shaped Diamant’s philosophy and is the cornerstone of the former model’s endeavour to create Aaria London.
Drawing on her extensive experience in the fashion industry, Diamant sought to establish a brand that embodies meaningful and accessible jewellery, meticulously crafted with care and intent to cultivate a sustained sense of confidence and self-worth in each individual who wears her creations.
Aaria London is committed to ensuring that empowerment extends beyond its jewellery by contributing to meaningful change. With every purchase, the brand donates a percentage of profits to the buyer’s choice of three charities: Action Aid, British-Ukrainian Aid and Seven Clean Seas.
Editor-in-Chief Nina Catt sits down with Ariana Diamant to discover more…
Describe your brand in just one word only: Effortless.
Please tell us how you started out on the path to a career in jewellery? I worked as a model for 15 years, and throughout that time, I was always drawn to the way jewellery can completely transform not just an outfit, but also how it makes you feel. I was constantly running around castings in London, and we always had to wear really plain outfits, usually jeans and a tank top, ideally black – so there wasn’t much room for self-expression. Jewellery was the one way I could still show a bit of personality. I’ve always loved stacking and layering pieces – the more, the better! It was my way of standing out and feeling like me in an industry that often required you to be a blank canvas.
Was there a lightbulb moment when you decided to launch your own brand? There was. It was during the pandemic. I finally had the time to slow down and really think about what I wanted to build. As mentioned, I’ve always loved layering jewellery – especially earrings. Creating a bold, curated ear became my signature. When I was modelling, casting directors started to notice my earrings. It got to the point where I was being asked to bring them along and wear them for shoots – which is definitely not the norm in that world. That’s when I realised there was something in it. There was something about jewellery that worked together effortlessly to create a look that felt personal and styled.
Over time, one of my favourite piercings healed over, and suddenly I couldn’t achieve the same layered effect. That moment led to the idea for our Illusion Earrings. They are earrings that give the look of multiple piercings in one, without the extra commitment.
I wanted to create jewellery that women could play with – pieces that looked elevated but were easy to wear, easy to style and made to last. That was the start of Aaria London.
It’s amazing that you turned your passion into a business. Can you tell us about the meaning behind the name, Aaria London? Aaria is a subtle play on my name, Ariana, and also takes inspiration from the word Aria, an ancient word for lioness. I loved that symbolism – strong, feminine and fearless. The brand was never meant to be just about me, it’s about every woman feeling confident and powerful in her own skin. London reflects where it all began – a city full of creativity, energy and individuality.
What is Aaria London’s philosophy? For me, jewellery layering is more than just a style; it’s a way of telling your story. I’ve always believed that what you wear should reflect who you are, and that’s exactly what I wanted Aaria London to do. Our pieces are designed to be stacked, styled and lived in. They’re created as something that evolves with you. I wanted to simplify the styling process. That’s why our designs give the curated, layered look in one. Effortless, elevated, and just the right amount of sparkle. Our jewellery is made to do the hard work for you, so you don’t have to think twice.
That’s such a great idea. What inspires you and how do your visions come to life? Could you please share an insight into the creative process? I’m constantly inspired by the women around me: how they dress, how they express themselves and how they move through the world. I also draw a lot from architecture, art and travel. I love clean lines with unexpected detail, and I’m especially drawn to the balance between the impactful and the delicate; it’s something I try to reflect in every design.
When it comes to the creative process, it always starts with a feeling or a visual. For example, something I see on the street or in my mind that I just know could translate into a beautiful stack. I sketch out ideas, then work with CAD (computer-aided design) to bring them to life in 3D. From there, we create multiple samples. It’s often the hardest part as so much back and forth must go into balancing out the style with the weight – often tweaking proportions, curves or stone placement several times to get it just right. I always test-wear the designs for many weeks and months myself to make sure they’re not only beautiful, but also comfortable and wearable from day to night.
If you had to pick just one favourite piece of Aaria London jewellery, which would it be, and why? That’s such a hard question – but I’d have to say the Rio and Palma earrings. I know that’s technically two, but I wear them together constantly, and they’ve really become my go-to combo. They were among the very first designs I created, and they’ve stayed part of my personal stack ever since. I just had a vision of my perfect stack early on, and I feel I achieved that with these two designs in particular. As the collection grows, I find new favourites, but these two are still very personal to me.
In your opinion, what is the biggest trend in jewellery at the moment? And have you noticed a shift in the way people accessorise? Absolutely. People are getting more playful and intentional with their jewellery by mixing metals and combining textures to create looks that feel truly personal. It’s less about minimal, barely-there pieces and more about building something expressive and curated.
We’ve also seen a growing awareness around sustainability. More clients are asking about materials, where things are made and how they’re sourced. There’s a definite move toward choosing pieces that not only look good but align with your values, such as the use of recycled metals and conflict-free diamonds. It’s really encouraging to see style and ethics coming together in such a meaningful way. I am the client essentially. I only make pieces that align with my own values, and if I care about things like that, I know others will care about it too.
What advice do you have for brides when it comes to accessorising with jewellery on their wedding day? Choose pieces that complement your dress without overpowering it. If your gown is simple, a bold statement earring can add drama. If your dress has intricate details, choose delicate, dainty jewellery. Most importantly, choose pieces you’ll love long beyond your wedding day. Jewellery is one of the few elements of your big day that you can carry with you into your everyday life. It becomes a wearable memory. Every time you put it on, it brings you back to that magical moment, that feeling and that chapter in your story.
There’s something powerful about being able to say, “I wore this on my wedding day.” That emotional connection – the quiet sparkle that holds so much meaning – is something no other part of your outfit can quite replicate.
We couldn’t agree more. Finally, what is your vision for the future of Aaria London? I’d love for Aaria London to keep growing into a brand that women around the world genuinely connect with, where each piece feels like a favourite, not just a trend. I want our jewellery to be part of people’s everyday lives, the kind of pieces you reach for without thinking because they just work and make you feel good.
Eventually, I’d love to open a physical space where people can experience the brand in real life, try things on and get inspired. But more than anything, I want to keep building a community of women who feel empowered, seen and celebrated through what they wear…something they feel beautiful in. For me, it’s still about exploring what beauty really is, and how something as small as a pair of earrings can completely shift how you feel. That sense of confidence, that tiny spark of joy – that’s the kind of impact I hope Aaria London continues to make.
Images courtesy of Aaria London
