"For affordable classics, London’s Serge DeNimes is many a GQ editor’s go-to"
GQ
About Us
Serge DeNimes is a design-led brand, providing premium but affordable jewelry. Every piece is made from 925 Sterling Silver, designed in London and hallmarked at the Goldsmiths' Assay Office*.
2011
Serge DeNimes began in the Summer of 2011, with a collection of t-shirts featuring photographs by Lena Proudlock, taken at the Rio Festival in 1978.
2015
We started creating jewelry in 2015, with a small selection of just 6 designs, including the best-selling Padlock Necklace & Cross Earrings, handmade in the Jewelry Quarter in Birmingham. However, the brand was still heavily focused on apparel design, including this special edition Wolf Bomber Jacket.
2016
In 2016 apparel was the forefront of our identity, with the extremely popular script design selling out nationwide. We produced 2 collections in 2016, S/S & A/W, with the AW16 collection being our biggest yet in a range of high-quality fabrics and Autumnal colors.
2017
2017 saw the launch of a slightly bigger jewelry collection, which was well received, so we began to phase out clothing to focus on becoming a premium men's jewelry brand. Our last clothing collection in 2017 was created by reworking deadstock, before the inevitable transition into a worldwide jewelry brand. Some of the best-selling jewelry styles still online today were launched in 2017, such as the Silver Dove Ring, Silver Cross Necklace, and Silver Compass Ring.
2018
In 2018 we launched the Explorer, Religious & Sterling Collections, exhibiting a range of jewelry styles in Gold & Silver, experimenting with multiple stones and chain styles. The Skeleton Hands Ring which is still available online was originally launched as part of the Sterling Collection in October 2018.
2019
Our first fully theme-led collection was launched in October 2019, the Zodiac Collection. The styles consisted of heavy chains and statement crystals featuring recognizable icons from the Zodiac calendar. Also launched this year were the iconic Notorious & Icon Collections, which included customer favorites like the Vitruvian Ring & Snake Ring.
2021
Spring 2021 was highlighted by the opening of our first jewelry pop up shop in Soho, London. This year we launched the Eternal & Beyond Collections for our main seasons, as well as a Limited Edition Anniversary Collection to celebrate our 10th Birthday. We also launched our first international pop up shop in New York.
2022
In 2022 we launched 3 main collections; Candy, Jubilee & Tudor, as well as 2 limited edition ranges, Summertide & Eclipse. The Jubilee Collection celebrated Queen Elizabeth II's 75th Platinum Jubilee and was commemorated with a limited edition hallmark.
2023
Perhaps our busiest year, with 5 main collections, 3 limited edition collections & a collaborative collection, there is more to come in 2023.
The Products
All of our products are designed in London and made from 925 Sterling Silver. Before they can be sold they are sent to the Goldsmiths' Assay Office to be tested and hallmarked.
While we predominantly focus on men's jewelry, our rings are available in 6 sizes and resizable, so that they can be worn by all genders, for any style. The same goes for our range of necklaces & bracelets, almost every chain has an adjuster so they can be worn at different lengths to suit your size preference.
The Community
Part of the Serge DeNimes roots is creating a lifestyle. We strive to build an artistic community through our Serge Meets series, which gives us the opportunity to meet an array of talent and gives them a platform to spread their message & share their talent. From ballet dancers to musicians, influencers to skateboarders, if you've got a talent, you could feature in the Serge Meets series.
We love to grow our community and give back to the inspiring people that have helped us become what we are today.
The Materials
All of our products are made from 925 Sterling Silver. We use 14KT Gold Plating on our necklaces, bracelets & earrings, while our rings are plated in 24KT Gold that is colored to 14KT shade to match the other items. Across our collections we use a wide range of natural and synthetic crystals and gemstones. To ensure that our pearl products are vegan friendly, we use shell pearls as opposed to freshwater. Shell pearls are created by grinding shells into a pearlescent powder and then reforming them into spheres using resin - we've found that this is the most ethical way of creating pearl products. Every jewelry piece is delivered in a 100% plastic-free, recyclable pouch which can be reused to store jewelry in.
We have reduced plastic packaging where possible, whilst still protecting the fragile pieces inside. Most pieces are wrapped in tissue paper for extra protection however earrings arrive in plastic bags so that they can be sealed for hygiene reasons. Our mailing bags & boxes have been custom made for our product and are completely plastic-free & recyclable at home.
The Design
All of our designs are masterminded by our in-house design team. The process begins with moodboarding potential theme ideas, followed by in-depth research and museum visits. Museums and galleries are a crucial part of our design process as they provide accurate information and allow us to create completely unique pieces.
The research is then interpreted into 50+ pieces per collection which are then cut down to around 30 pieces for the final collection. We release 4 main collections per year in correlation with the fashion calendar, as well as limited edition collaborations or special ranges.
