Jessica McCormack, the London-based independent jewellery label beloved by collectors for its irreverent take on fine gems, is expanding its footprint with a strategy centered on everyday wearability at high price points. The brand’s CEO, Leonie Brantberg, outlined the expansion plans in BoF’s latest report on luxury client strategy, revealing a house that has quietly built a sustainable business by treating jewellery less as investment and more as personal expression.
Founded in Mayfair in 2012, Jessica McCormack has cultivated a following among women who wear diamond chokers with jeans and stack signet rings alongside vintage finds. The brand’s distinctive proposition — high-carat pieces designed for daily life rather than safe-deposit boxes — has resonated with a generation of luxury consumers who prize versatility over occasion-based dressing.
The brand’s growth strategy centers on three pillars: deepening relationships with existing clients through appointment-based selling, expanding its presence in the US market where awareness is highest among fashion-insider circles, and developing a secondary category of entry-point pieces that bring new customers into the orbit without diluting the core collection’s exclusivity.
Brantberg’s approach reflects a broader shift in luxury retail, where the emphasis has moved from acquisition volume to client lifetime value. Jessica McCormack’s atelier in Mayfair operates on a made-to-order model for bespoke commissions, while its ready-to-wear jewellery collection is deliberately kept in tight supply. This scarcity, combined with a strong editorial presence in fashion magazines, has created demand that outstrips the brand’s current capacity.
