My Store – Tomfoolery, north London

Tomfoolery is a designer boutique conceived in 1994 by husband and wife duo Nicki and Peter Kay, and is celebrating 25 years in the industry this year.

Boasting a roughly 800 sq mt store, the jeweller said that it has been long been the “first-stop boutique” for alternative engagement rings and bespoke gifts, with customers travelling the world to shop its “unique offering”. It added that the boutique is a space for “creating memories”, through “thoughtful and inspired jewellery that should be worn every day and promise to outlive a lifetime”.

In 2013 Nicki and Peter’s daughter, Laura, who had grown up working in the boutique during her holidays and weekends, capitalised on her experience working at fashion giant Hermes and within the world of photography and assumed the helm.

Laura’s quickly introduced an online shop and refreshed the Tomfoolery scope for each designer to work competitively, both online and within the gallery.

In terms of collections, Laura said that after observing a demand for alternative bridal jewellery she introduced Muse by Tomfoolery, which is an 18ct collection and is supported by an annual wedding showcase and wedding atelier in the gallery.

Additionally, in 2015 Laura then launched Métier by Tomfoolery, a demi-fine collection of 9ct gold jewellery designed to be self-styled and interchangeable for every day.

The jeweller now employs a total of eight staff – two full timers, five part timers and one freelancer – with all part time staff members being jewellers in their own right or trained in that field

Laura said: “The jewellery industry in the UK isn’t as progressive as we see it elsewhere, particularly when you compare how it is worn and relished in the US. We’re not as creative with our ‘jewellery kit’ and so we don’t wear jewellery in the same way.

“My aim at Tomfoolery is to introduce our customers to new designers, new possibilities and in turn educate them on new ways of experiencing jewellery. Jewellery that should be experienced every day and for every occasion. I want to help customers build their jewellery kit and our offering matches that, from your classic go-to cocktail ring, your everyday gold, the big and bold, stacking rings, single earrings, brooches, cuffs – the lists are endless.”