She is a fine-jewellery, solid-precious-metal lover and a believer in doing things beautifully and properly.

Serena's makes jewellery that will last and she believes this can only be achieved by using good quality, solid materials and excellent craftsmanship. ​

​Her journey in the jewellery world began after graduating from Exeter University in 2017 and embarking on the Graduate Gemologist course at the Gemological Institute of America (GIA) in London. She enjoyed studying Art History at Exeter but her heart always lay on a more design-driven and creative path. As a lover of nature from a young age, Serena had always been a magpie for high end jewellery set with precious stones. Each stone has its own history; where it was discovered, it's own chemical makeup. Being the romantic that Serena is, she is fascinated by the story behind every one and the mesmerising colours and beauty that their variations create. This, combined with her love of art and design, never fails to excite her. 

Having graduated from the GIA Serena began working for William Welstead, under whose guidance she gained invaluable experience and knowledge of diamonds and coloured stones, particularly unusual cuts, unheated and antique stones. It also solidified her passionate belief in using only high-quality, precious materials and the unrivalled value that it adds. 

​Serena Ansell Fine Jewellery, which launched in 2022, specialises in bespoke and commission based projects whilst also maintaining a core collection of ready-to-wear designs. Serena creates pieces that uphold traditional influences with a subtle contemporary edge whilst remaining wearable and timeless, and that can be loved and enjoyed for generations to come.

Tell us about your time at Downe House.

I had the best seven-year extended sleepover with friends for life. My memories are full of so much silliness. It was so special to be able to live with your friends day in and day out. I now crave having proper time with my best friends such as weekends away because we were so used to being around each other all the time and it’s so rare that we can have time together like that now. When you’re at school you don’t tend to appreciate how much fun you’re having and what an incredible time in your life it is.

Can you briefly describe your professional journey since leaving Downe House?

I went straight to Exeter Uni after Downe to do History of Art. During that time I was lucky enough to do work experience at Sotheby’s and Christie’s, but both times found myself yearning to be in the jewellery department rather than the Old Masters. I then studied at the GIA (Gemological Institute of America) in London to become a Graduate Gemologist before going into the jewellery industry as assistant to renowned jeweller William Welstead. I worked for William for four years, gaining lots of valuable experience, before starting my own jewellery brand in 2022.

Describe a typical day for you.

My day typically starts with waking up early to get myself as organised as possible with admin before the rest of the world wakes up and the market opens. I’ll then set off running around Hatton Garden and Mayfair between my workshops and the stone dealers that I work with, and various other parts of London to see clients. Still being a fairly new business, I do all of the running around myself, and I actually really love it – most people think that is the part a business owner would soonest want to give up – but I love being out and about so much with my work. I will then often spend the later part of the afternoon designing, speaking to clients about current projects, creating content for social media and email campaigns, or putting together inspiration for upcoming projects.

What are the most valuable skills for someone to be successful in your career field?

Perseverance. Don’t doubt yourself. Keep moving – if something isn’t working, change it or scrap it, even if you love it.

What has been the greatest accomplishment in your career?

Exhibiting my work at a night Art Exhibition in London. I was so nervous beforehand but after the first hour of chatting to people about my work I was in the swing of it and I loved it. I actually ended up feeling very self-indulgent talking about gemstones and my jewellery designs for four evenings straight! The next big thing will be the Spirit of Christmas Fair (30th October – 5th November at Kensington Olympia) which I am quite nervous for, again, because it will be quite a different, much bigger beast. I’m excited at the same time though and I’m sure I will end up loving it.

What have been some of the biggest challenges you have had to overcome in your career?

Dealing with finances. I have a creative brain, so all of the numbers stuff usually goes over my head, but running a business I have to do it. It still definitely doesn’t go smoothly all the time because I have a total addiction to designing and making new jewellery because I love it, but I can’t always afford to do it!

How do you maintain a healthy work/life balance and prioritise your wellbeing?

Seeing my friends is extremely important to me so I am usually socialising in the evenings and at the weekend, but I also find it really important to have quality down time with my boyfriend and my family. There needs to be a balance so that you don’t burn out. I am gradually learning not to put too many plans in small amounts of time. Routine is also key for me.

What career advice would you give to our girls who are thinking about pursuing a career in your chosen field?

Get good experience first, don’t rush into anything. You need to learn about every part of running a business before going out on your own. Don’t doubt yourself. Expect it to be hard work before you see any rewards.

Where would you like to see yourself in five years?

At the moment I work from and often meet clients at a members club, but I would love to have my own client space in London with an in-house workshop, so that everything can be made on site.

Finally, please indulge us with a random fact about yourself!

My Great, Great Grandfather was a fine jewellery designer and maker in the late 1800s & early 1900s, so jewellery is in my blood.

View Serena’s beautiful jewellery and read more about her business here:

Serena Ansell | Fine Jewellery, London