OUR FRIENDS | Coco Florence Jewellery
From a love for jewellery at an early age to sourcing the perfect unique engagement ring for herself, Jo took her passion for vintage and antique jewellery and created Coco Florence. An inspiring collection of pre-loved jewellery ready for a new life. Whether you are searching for an engagement ring, wedding band or just something extra special for your day to day, Jo’s collection of unique and well crafted pieces has something for everyone.
“Jewellery is my passion, and I feel very lucky to be able to share it with so many other people”
WHERE DID THE DREAM BEGIN FOR COCO FLORENCE? WHERE DID IT ALL START?
I always had a love for jewellery and from a very young age I would go through my mum's jewellery box looking at her treasures. When I was looking for my engagement ring I wanted something a little different and would search the internet in the hope of finding my dream ring. I came across an antique dealer in the US and we purchased a beautiful onyx and diamond ring from her, and I always had so many people comment on it and ask where I bought it from.
Many years later after my husband and I sold out of our previous business I decided to source a few rings and set up Coco Florence in the hope that there was a market for people who were looking for something a little different, and were prepared to buy a ring online as I wasn't wanting a retail store. I guess the rest is history as you would say. People do buy online, but I also offer private viewings. So my business has gradually grown from a "side hustle" to a full time job for me now.
YOU SPECIALISE IN VINTAGE AND ANTIQUE PIECES, TELL US MORE ABOUT THAT?
I love that just about every piece of antique jewellery is unique in a world where there is so much mass production. Customers always tell me they love seeing pieces that are different from what they can find in mainstream jewellery stores. The design and craftsmanship in antique jewellery is exceptional and on top of that, no new gemstones need to be mined in a time when we are a lot more conscious and invested in our planet and the environment. I like to think that each of my rings was originally given with love, and is continuing its journey through a new generation.
TELL US ABOUT ANY FUTURE GOALS FOR COCO FLORENCE
To be honest I'm quite happy with where the business is right now for my stage in life. I still have 3 kids at home! At this point I do pretty much everything myself but if the business grew anymore I would need to employ someone and I don't really want to go down that track at the moment. I love sourcing jewellery and keeping the styles in line with the Coco Florence aesthetic. My relationships with my customers is very important to me, so for now I will keep wearing all the hats and continue connecting people with beautiful antique and vintage pieces.
WHAT ARE SOME OF YOUR FAVOURITE STYLES OR PIECES YOU HAVE AT MOMENT?
I swing from loving something classic like a three stone diamond ring which has stood the test of time, to something a little more modern that I have made using repurposed stones. Like the Aisha which is a modern twist on an antique Toi et moi ring. I really struggle when someone asks me this because I honestly buy what I love so I guess that means the whole collection are on my favourites list.
