About Alula Collections
You’ve always had a wild spark, but life got loud.
Somewhere between the routines, the roles, and the responsibilities, that untamed part of you got quieter. Not gone. Just waiting.
Alula exists to help you find your way back to her.
Born on the coast of Devon, Alula creates bold, statement jewellery that feels like a return to self. From our solid 925 sterling silver classics to our iconic Boujee Beads, each piece is designed to reconnect you to the woman you are beneath the noise.
We don’t follow trends. We craft jewellery that feels like you. The confident, creative, daring version that’s been there all along, whether you’re showing up for a boardroom, a beach day, or the weekly Tesco run.
Our pieces are made to last and made to mean something.
Worn daily, stacked boldly, and always crafted with intention using quality materials, natural stones, and a deep respect for the ocean that inspires us.
Because this brand isn’t just about looking put together. It’s about wearing who you are; fully, boldly, and unapologetically. Jewellery that feels like a memory, a moment, a message: you’re still in there.
Alula is your comeback. Your holiday you get to wear every day. Your quiet roar beneath it all.
And we’re just getting started.
Meet The Founder
Hi, I’m Ellea, the founder of Alula Collections
I started Alula back in 2019, driven purely by my entrepreneurial spirit and a big dream. It all began in Salcombe, where I spent my summers selling handmade necklaces on the beach. I didn’t have a grand business plan back then, just a love for beautiful, meaningful jewellery and a spark to create an empire.
Fast forward six years, and here we are. It’s been a journey of passion, resilience, and a whole lot of learning. Through it all, my mission has stayed the same: to build a brand that creates jewellery designed to make you feel confident, empowered, and unapologetically yourself.
For me, jewellery has always been more than just an accessory. It’s a feeling. I honestly don’t feel like myself when I’m not wearing my rings - they’re my little sources of power, and they remind me of who I am and what I’ve built. That’s exactly what I want Alula to be for you too: pieces you wear every day that make you feel bold, beautiful, and totally you.
Thank you for being here and being part of this story. I can’t wait to see where we go next.
Big Love,
Ellea xox
