What happens to the jewellery that is still wearable but forgotten, gathering dust in drawers around the world? For 11:Eleven Jewels, the answer is simple: give it a second life.
Written by Precella Ishac
Founded by Evie Smith in Bath, United Kingdom, 11:Eleven Jewels is an online-based jewellery boutique blending modern design with vintage allure. From necklaces to bracelets, the brand carefully and consciously curates pieces that are both new and used, driven by a vision to become fully sustainable and preloved in the future. 
11:Eleven Jewels Preloved Collection, Image By Evie Smith
“I was inspired to launch a pre-loved collection as I believe there are too many products in the world already, and we need to reuse and recycle. In the future, I plan to make my entire company preloved and vintage,” Smith says.
According to an article by Raparot, the vintage and estate category of jewellery is emerging as a bright spot, and experts predict the category will experience significant growth in the coming years.
“In 2023, market research company Kentley Insights pegged estate and antique jewellery retail sales at $4.4 billion worldwide and will propel to $5.23 billion by 2031,” the article says.
For 11:Eleven Jewels, whose business model is to “Look Good. Do Good,” it highlights the increase in small businesses built on environmental and ethical principles, with their aim to “reduce waste and keep one-of-a-kind treasures in circulation, good for the planet and a stylish step away from fast fashion,” as claimed by their website.
Unlike fast fashion brands, who instill notions of “quantity over quality,” as stated by an article by The Larsen Diary, Ethical Jewellery Trends.
“Cheap jewellery rose to popularity with fast fashion, an accessible and affordable way for consumers to obtain on-trend pieces. However, most metal and plastic pieces end up in landfill after only a few wears and can take up to 500 years to biodegrade, releasing toxins that are absorbed in the air, soil, and water,” it says.
As fast fashion continues to fuel waste, brands like 11:Eleven Jewels are proving that jewellery can be both stylish and responsible.
“I believe that just launching a pre-loved collection in itself prompts customers to think about their consumption and how shopping second hand can be cheaper and more sustainable in the long run,” Smith says.
As 11:Eleven Jewels shows, sustainability and style can shine together. Through slow fashion, building a wardrobe filled with preloved jewellery that’s not just worn once but treasured forever.
Start your journey of secondhand jewellery shopping at: 11elevenjewels.com