Fine jewellery e-tail boutique launches with 'huggies' clasp concept.

New online fine jewellery brand bijju has launched offering colourful and customisable gemstone designs with interchangeable elements.

Designed by Joanna Boyen, bijju pieces are handmade to order in London with interchangeable ‘huggies’, which can be worn alone or used as clasps to attach different pendants to chains.


Additionally, the brand’s earrings feature detachable hooks, allowing pieces to be worn alone or as part of a combination.

Discussing the interchangeable nature of her jewellery designs, including the decorative ‘huggies’ and earring hooks, Boyen commented: “Using these as a base, they can be accessorised endlessly, so you get the quality of classical fine jewellery but you can keep changing and updating the look.

“The biiju customer can create their own customised, capsule collection then enhance, adapt and grow it. And if you would like to commission a special piece or perhaps redesign or update something already in your jewellery box, we would be delighted to help.”