2025 feels like a turning point!
We started 25UPONFIVE as a small jewellery brand in 2023, driven by a desire to explore something different within an industry shaped by long-standing traditions. From the beginning, we knew we wanted to work from a foundation of traditional craftsmanship, while pushing it somewhere new; towards more modern, expressive jewellery.
That idea was always there, even if the shape of the brand wasn’t fully formed yet. What we had was curiosity, a respect for the craft, and a willingness to learn by doing.
Finding our footing
At the start, the goal was simple: put a few pieces out into the world and see how they were received. We took the photos ourselves, shot our own videos, asked friends to step in front of the camera, and figured things out as we went.
We were grateful for the early support; from those who bought from us, shared feedback, and encouraged us along the way. There was energy and momentum, but the long-term vision was still taking shape. Looking back, that phase was essential in helping us learn, step back, and understand everything that goes into building a meaningful brand.
Stepping back to move forward
At the start of 2025, we took a step back and asked ourselves some important questions. Why did we start this? What do we want 25UPONFIVE to stand for? And what kind of brand do we want to grow into?
During that time, it was our community that quietly kept us going. Customers reached out with kind messages and thoughtful feedback, often sharing how the pieces felt to wear and live with. That reassurance mattered more than we realised at the time.
After a six-month break, we returned in July 2025 with a clearer sense of direction and a renewed commitment to do things properly.
STARBOUND and finding our voice
The STARBOUND COLLECTION became a defining moment for us.
It wasn’t just another drop, it was our very first full campaign, and the first time we approached a collection with intention across design, craftsmanship, and storytelling. We took time developing the pieces, refining details with our craftsmen, and making sure each design felt considered and wearable.
The NOVA STAR and STARGIRL icons quickly became recognisable, and for the first time, the brand felt visually cohesive.
This was also the first time we collaborated with a wider creative team to bring our ideas together. Through open conversations and shared direction, we were able to translate our vision into something more complete. We also worked with new faces who brought their own sense of style and energy, helping shape how the jewellery was seen. That experience showed us what’s possible when creative alignment comes first.
Custom orders and confidence
Around the same time, we began receiving more custom orders. Being trusted to create something personal for someone else is never something we take lightly.
Every custom order came with conversations, questions, and small decisions that pushed us to think more carefully about design, proportion, and meaning. They challenged us creatively, and often led us into directions we might not have explored otherwise. Working this closely also deepened our understanding of how people connect with jewellery; not just visually, but emotionally.
More than anything, these projects gave us confidence. They reassured us that what we were building resonated beyond our own perspective, and that people trusted us to help bring something meaningful to life.
That meant a lot.
Meeting you in person
Our first pop-up was another milestone.
Preparing for it wasn’t easy. There were long days and last-minute adjustments, but after months of planning and crafting new pieces, meeting people face to face at the Christmas Market made it all feel real.
Seeing how people connected with the jewellery and hearing their thoughts in person reminded us why physical spaces still matter.
Looking back, looking ahead
In just six months, a lot changed; not in scale, but in clarity.
We found our footing, built meaningful collaborations, explored new creative directions, and connected more deeply with the people who support us. 2025 didn’t feel like a restart; it felt like a real beginning.
We’re still learning, still refining, and still building carefully; but with a clearer sense of direction than ever before. Everything we’ve learned over the past months now feeds into what comes next, and that feels genuinely exciting. We’re looking ahead with intention, curiosity, and a lot of care for what we’re building.