Grief, Grit and Gold: The Making of D. Louise, the Brand Built with Purpose

Winners of London Creative Entrepreneurs of the Year at the 2024 Great British Entrepreneur Awards, Olivia Jenkins and Jack Zambakides didn’t set out to build just another jewellery brand.

For Olivia, it started with something far more personal, a way to honour her mum, Deborah Louise. For Jack, it was about helping bring that vision to life by creating a brand that could grow with direction.

Founded in 2021, D. Louise began not in a boardroom, but in Olivia’s living room, built on a promise to create something that lasts. Now the brand has grown into one of the UK’s most thoughtful jewellery names, rooted in emotion, designed for everyday wear, and recognised on one of the country’s biggest entrepreneurial stages - The Great British Entrepreneur Awards stage.

Olivia started with no business plan, no background in jewellery, or any outside funding when she launched D. Louise. What she did have was clarity. She was driven to build something thoughtful, personal, and made to endure. 

Following the loss of her mum, Deborah Louise, Olivia started the brand as a way to make meaning out of a difficult chapter. Beyond the personal story, there was a clear market opportunity, a jewellery that could hold personal significance, look great, and survive daily life. All that without the luxury price tag.

“I was packing orders before and after work, sprinting to the post office, Googling how to do everything,” Olivia says. “But it never felt like a chore, it felt like a mission.” 

From day one, Olivia had a clear vision: make jewellery that was high quality, accessible, and made to be worn, not tucked away for special occasions. That’s why D. Louise uses 316L stainless steel across its collections. It’s durable, tarnish-resistant, hypoallergenic, and recyclable, chosen as much for its practicality as its longevity.

The brand’s core, joy, courage, and simplicity run through everything they do, from product design to how they engage with their customers and community.

That same care extends to how the brand treats its customers. With a 4.9 TrustPilot rating, D. Louise takes pride in delivering not just quality products but a genuinely positive experience.

Every review, message, and comment is taken seriously as it’s part of how the brand continues to grow, evolve, and stay close to people.

Their grounded approach is part of what earned Olivia and Jack the title of London Creative Entrepreneurs of the Year at the 2024 Great British Entrepreneur Awards. It was a milestone that offered space to pause and look back: from late nights fulfilling orders, learning the ropes of business on the go, to now leading a brand that touches thousands.

“It feels very surreal,” says Olivia, reflecting on the recognition.

The win isn’t just about growth, it’s a recognition of the thought, care, and commitment that have shaped D. Louise from the very beginning. And it stands as a tribute to Olivia’s mum, whose memory remains at the heart of everything the brand stands for.

Looking ahead, Olivia and Jack are focused on thoughtful growth, expanding the brand while staying true to what made it successful in the first place. That means doubling down on sustainability, exploring new ways to reduce environmental impact, and continuing to connect with their community through honest storytelling and everyday moments. 

Olivia and Jack didn’t wait for permission. They built something real. That’s exactly who the Great British Entrepreneur Awards exists to honour. If this sounds like you then apply now or if you know standout founder then nominate them.

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