Jewellery brand Alice van Cal has unveiled its new company rebranding as it looks to boost business post-pandemic.

The London-based fine jewellery brand was founded three years ago. In that time the designer has created a signature patented ‘invisible’ clasp titled ‘The Alice’.

Now, in the wake of the pandemic, the brand is excited to return to business as usual and has updated its brand image to come back with a bang.


The move includes changes to its logo brand font, which it said reflect its core values of rediscovery and evolution.

In a statement the company revealed: “This new aesthetic is more delicate yet more meaningful. It features iridescent colours such as yellow, symbolising the sun and light, echoing Alice’s signature rainbow of stones.

“The softer font delivers a more spiritual message to the brand whilst delivering an elevated effect. This new image has been cascaded onto the digital platforms: website, social media and monthly newsletters.”

Elsewhere Alice van Cal has partnered with emotional health advisor Roxie Nafousi.

Following on from the brand’s partnership with Lady Amelia Windsor in 2020, it will see Nafousi create content for Alice van Cal’s social platforms themed around motivational mantras.

Read more about the previous partnership with Amelia Windsor below:

Royal model and designer Amelia Windsor releases first jewellery collection with Alice van Cal