2011 was a strong year for the SHO founder and Trollbeads Trendsetter.

As we start the build up to the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento, we indulge in a bit of looking backwards to the leading lights of the jewellery industry that made it into the Hot 100 2011. Today is the turn of Sarah Ho, jewellery designer and founder of brand SHO, who was named as a Trollbeads Trendsetter after a stellar year that led to her tripling her stockists. 

Sarah Ho is celebrating five years as a designer this year and has marked the milestone with a phenomenal 12 months in which she has not only strengthened her own brand SHO Fine Jewellery but has been a guest designer for Swarovski, PureJewels and Brown & Newirth, and picked up some key industry awards.


“The focus for this year has been to be recognised for our designs,” she says. And it seems that the ever-ambitious Sarah has met her target, with her designs receiving much positive feedback that has led to the designer winning Houlden’s Designer of Excellence Award at The Jewellery Show in February and The Lonmin Design Innovation Award, and becoming a finalist for Designer of the Year at the UK Jewellery Awards.

While designing has been her primary focus this year, Sarah has also managed to triple the number of stockists for her brand SHO.

Her company, which she runs with husband Sam Serreli, has undertaken a strategic review of the business and rebranded its company communications. “We have invested in new point-of-sale and we are working more closely with our stockists to help them understand the SHO brand,” she says.

SHO has also expanded its silver and 18ct gold lines, re-launched its website and entered China and Italy.

“It’s been a challenge finding the balance between being a jewellery designer, a businesswoman and a mum, making the time to design and create jewellery that is exciting but still commercial for the UK market,” she says. “We make sure that as a family we take time out to enjoy our house in Sardinia and to visit my family in Hong Kong and Macau.”

And if she really needs to get away from it all Sarah says that a few hours of retail therapy in her home town of London never disappoints.


This interview was taken from the Professional Jeweller Hot 100 2011. If you or someone you know has had a great business year and are hot enough to be part of the Professional Jeweller Hot 100 2012 then click here for more information about the nomination process.



Previous articleCOLLECTION: Meissen’s fine porcelain jewellery
Next articleThe new gold jewellery consumer