About Alula Collections
You’re bold. Stylish. A little untamed. You’ve always had a wild spark inside, but somewhere along the way, life got busy, expectations piled up and your edgy glow started to dim We see you - and we know you’re ready to rediscover YOU.
That’s EXACTLY why Alula exists.
We were born from a love of the ocean and a desire to empower women, generation after generation. Alula Collections was created to help you embrace your unique self and shine through the noise of work, family, commitments - whether you’re owning your power in your corporate meeting or gliding through M&S on the weekly shop.
We don’t follow trends or blend in, our collections are unique and stay relevant - year after year - because they’re true to YOU. We are here to celebrate you and your unique vibe with bold, timeless designs that are anything but ordinary.
Every Alula piece is crafted to remind you of your wild side - that carefree, adventurous part of you that’s dreaming of the ocean and always ready to make waves. We’re about confidence. We’re about empowerment. We’re about wearing pieces that feel like armour, helping you take on the world with your fearless and radiant energy.
When you wear Alula, you don’t just put on a piece of jewellery to look put together - you step into your boldest self
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
