Brand created by PJ 2013 Hot 100 NexGem utilises swallow motif.

New jewellery brand Effra London has launched into the market with a site and online store, creating unisex jewellery that celebrates tattoo, art and music cultures.

The brand has been created by Professional Jeweller Hot 100 2013 NexGem William Floyd-Maclean, who has partnered with Andrew Jennings, of watch brand Larsson & Jennings and design director, Robbie Davies to found EFFRA London.


Effra London offers a range of silver and gold vermeil necklaces and signet rings with a swallow motif – inspired by tattooist Sailor Jerry and traditional British tattooing styles – used to represent the personal journey travelled by the wearer as they embark on their day-to-day life. It is targeting consumers seeking modern jewellery design with heritage styling.

So far, the brand has won a number of fans including actress Suki Waterhouse and musician Neneh Cherry. It has also teamed with DJ Jon Rust and singer and model Rosie Lowe, who have worked on campaigns with Effra, showcasing its jewellery through social media posts.


Floyd-Maclean originally utilised a nautical motif for his collection created with ethical jewellery CRED, after her won its Emerging Jewellery Designers competition in 2010, creating a range of signet rings and pendants.

A statement from manging director William Floyd-Maclean said: "Our aim is to create collections that resonate with our customers; we believe jewellery should not only adorn the body and enhance style and appearance but also provide a deeper meaning through connecting with and accompanying people through their lives."

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