British jewellery brand Biiju has announced the launch of its very first line for men, the Camouflage Collection.

The brand, launched in 2015, said the new range is designed to appeal to men who are looking for artistic, refined pieces to complement their personal style.

With the new collection, Biiju said, it aims to create a cohesive collection with a distinct personality and one which also reflects the strong connection to nature at the core of the brand’s identity.


While the Camouflage Collection does refer to the military aspect of camouflage, it is predominantly inspired by nature. Biiju pledged to donate 10% of all profits from the range to environmental agencies.

The collection features sterling silver necklaces, bracelets, cufflinks and rings, with hand-painted camouflage details and elements of black ceramic coating. Recycled black granite is the featured stone.

Joanna Boyen, founder & creative director of Biiju, said: “We wanted the thought and attention to detail which has gone into each piece to be as evident as the quality of craftsmanship, and hope that the ethos behind the collection will be an inspiration.

“We are ecstatic about the emerging market trend toward purchases which have more meaning and are designed to endure – evidence of a heightened respect for intrinsic as well as environmental and social values.

“This may be one of the silver linings of the pandemic,” she concluded, “hopefully one which is here to stay!”