Interview with Victoria Percival
In a world where bridal jewellery was once confined to tiaras and pearls, Victoria Percival has redefined what it means to sparkle. A former makeup artist turned designer, she transformed a side passion into a globally recognised brand worn by brides, celebrities, and women who crave individuality. Her pieces are more than accessories; they are what she calls “golden armour”—designed to empower, inspire, and carry meaning far beyond the wedding aisle.
In this exclusive conversation, Victoria opens up about the evolution of her brand, the bold step of rebranding, and the emotional storytelling behind her latest collection, No Grit, No Pearl. She reflects on resilience, personal transformation, and the magic of jewellery as modern heirlooms, while giving us a glimpse of what’s next in her sparkling journey.
Tell me a little bit more about you. Who are you? How did you start, and how long have you been on the market?
Sure. I have had the brand for six and a half years now. We launched in 2019, and that was a very organic situation because I was actually a makeup artist at the time. I was working in TV commercials and had high-profile bridal clients on the side. In 2018, I started really designing, as there wasn’t much of an accessory scene for bridal—just tiaras and pearls, very classic styling. My brides wanted something fashion-forward, reflecting their personal style. So I started creating pieces for their hair trials, and each time I made something bespoke, they bought it. That’s when I realised this could be something bigger.
The rebrand is quite a big step. How did this transformation shape the soul of your label?
The rebrand permitted us to be bolder. I was tired of being put into a category—you’re either bridal or fashion. We were always in the middle, breaking those boundaries. Moving beyond categories allowed us to create a new niche, about transformation, confidence, and sparkle—pieces that are versatile and wearable beyond a wedding day.Jewellery shouldn’t gather dust; it should hold meaning and memories, and be worn again and again.
When women wear your pieces, what do you want them to feel?
So, I really want them to. I would love women to start thinking about what our jewellery, especially, is when you put it on, it's like golden armour. You stand there, you think about how you want to show up for the day, but then you choose your accessories and you put them on and you get that quiet. It unlocks that quiet power, that sort of magnetism that you getfrom looking amazing, that comes from in here. So whether it's a headband or fabulous pair of earrings, I just want you to put on our pieces and go, "Okay, I'm ready." Like for them to give you that confidence to step into whatever you need to do. Own your moment, walk into the room and just look and feel amazing. So for us, it really is about empowerment. It's about choosing accessories that elevate your outfit and your day. Because feeling amazing comes from here, from the whole of you, not just how you look. There should be a confidence boost when you put on our pieces.
The title of your latest collection, No Grit, No Pearl, carries such depth. What story are you telling through it?
It’s a reminder that beauty comes from resilience. Women go through difficult, transformative periods, and there’s beauty in strength, in not giving up. This collection celebrates that strength—pearls as symbols of what’s achieved through grit. It’s personal for me, too, reflecting the hardships I’ve overcome and the strength I discovered.
Which piece from this collection is closest to you and why?
The Yes You Can Diamond Ring. It was my debut ring design and our first time using lab-created diamonds. It feels like a hug when you wear it—chunky, intentional, engraved with “Yes, you can.” When I struggle with confidence, that ring gives me strength.
Why did you decide to use lab-created diamonds?
Sustainability and ethics. Natural diamonds didn’t feel aligned anymore. Lab-created stones are ethical, sustainable, and more accessible, while still beautiful. For me, it was about embracing new technology and offering modern, responsible luxury.
Do you have a favourite material or stone to work with?
Pearls—always. They’re timeless, romantic, but now done in bold, modern ways. I also love rainbow moonstone—its iridescence is magical and healing. We’re even bringing chocolate moonstone for Christmas, which is gorgeous.
Where do you find inspiration for your designs?
Everywhere. I love observing how women style themselves, from layering jewellery to lipstick choices. Old Hollywood, vintage fashion books, travel, textures—like tiles, ropes, or the ridges of a shell. I take small details and build mood boards that translate into unique, richly textured designs.
If you could advise a woman on building her jewellery wardrobe, what would you say?
Start with what makes you feel most like yourself—or the self you want to become for a special occasion. Choose pieces that excite you, not just the safe ones. Build around staples like hoops, but add bold statement pieces that can elevate even a simple outfit. Experiment, mix metals, play with textures, and create a capsule collection where pieces complement each other.
Looking back, what moment most changed you as a designer?
Recently, when I turned 40. I stopped fitting into categories—bridal, fashion, or societal boxes. I began designing for myself, dressing for joy. It freed me as a designer and reignited my love for the brand. That’s why the rebrand happened—an evolution, not just a change.
Looking ahead, what can we expect from you?
Party season brings bold sparkles—architectural florals, chokers, crowns, statement earrings. But always as a capsule, versatile for big events or everyday wear. In January, a romantic collection launches, inspired by Edwardian keepsakes—modern heirlooms engraved with love notes. Emotional, timeless pieces.
