Born from over 20 years of jewellery experience, when creating V our Creative Director Laura Vann set out with one aim: to make timeless and complex jewellery accessible to the modern woman. Recognising a gap in the market for women who were transitioning between throwaway and fine jewellery she endeavoured to create a collection of reinvented classics where quality, intricacy and affordability were brought together.

Laura founded V with her father Timothy in April 2013 after he employed her to work for his pre-existing jewellery company. While studying in London, she noticed a demand for timeless, vintage jewellery.

In keeping with the V ethos, Laura steered away from trends, soon to be over produced and to fade away almost as quickly as they came about. Instead she looked to the past as her source of inspiration when designing the V collection, while her young perspective added a contemporary touch and breathed new life into historical jewellery. Analysing shapes, genres and movements, she uncovered vintage inspired styles that had survived the test of time; their beauty affirmed by their longevity.