Vicki Purnell, founder, Purnell Jewellery

The jewellery trade is in Vicki Purnell’s blood.

Her grandfather and father both worked for De Beers in London, and when she turned 18 Vicki also chose to take a position at this iconic diamond company, making her first foray into the industry that would become her life passion. “Not only that, but a recent look into our family tree revealed that our ancestors in the 1800s were gold beaters in London,” she adds.

Now the founder of her own jewellery business, Purnell Jewellery, Vicki has much cause to celebrate this year.


“2016 marks our third year of trading at the shop, which is a huge milestone,” she says. “During this time we have seen a massive increase in both local and national awareness – so much so that we have been shortlisted for Independent Retailer of the Year at the Croydon Business Excellence Awards 2016. The awards ceremony is in October – fingers crossed!”

Indeed, the award nomination alone has already served to widen the company’s customer base, which has in turn enabled Vicki to make investments for continued growth. “The new Purnell website was launched at the end of 2015 and is regularly updated with new designs and bespoke items, and an online shop is set for launch towards the end of this year.

Meanwhile, a Purnell boutique has also launched on, selling its popular ready-to-wear ranges. “There are currently two new collections in production, which will be revealed very soon,” she explains. Now an associate fellow of the Institute of Professional Goldsmiths, Vicki is excited about the future of both her career and her business. “The next 12 months are set to be a very busy time in the growth of Purnell as a brand,” she adds.