in2 Lifestyle: Three Jewellery labels – one chic and unique mission


“OUR designs but influenced by everyday life and what I see,” says Heidi Martin whose Heidi & Co. jewellery brands Smeidi, Libby May and Evy B. are a favourite wardrobe staple of many women.

Smeidi is a stunning collection of luxury designer jewellery with striking pieces such as the Honeycomb Domed Ring.

Handmade to order in Hatton Garden, this luxurious sterling silver ring is available in silver, yellow gold plate, rose gold plate, and black ruthenium plate.

Libby May boasts sterling silver, rose gold and yellow pieces. The Spirit Star collection the perfect example – simple, understated but pretty and delicate.
While Evy B is a bolder range of luxury costume jewellery that can be customised and made individual to you.

The chic and unique collections of earrings, necklaces, bracelets and rings are intricately made in sterling silver, hand beaded, plated with precious metals or delicate in some other way. Every piece has a contemporary but timeless style.

Heidi who grew up and still lives in Chelmsford has been beading for a few years. “Before Heidi & Co. I ran a marketing & business consultancy and went into a family business. I used to bead when I was younger and got to a point in 2011 when two big life events, my divorce and my brother being diagnosed with Leukaemia made me start up again. It made me switch off and help me cope with everything,” she explains. Due to the popularity of her beaded necklaces, bracelets and rings, Smeidi was born with carefully curated designs.
Interestingly her grandfather was an Essex-based jeweller and watchmaker who worked for WG Webber in Chelmsford and Witham.

“I was always conscious of what he did. I have memories going into the shop. He sadly died a couple of years ago aged 95, I still use his tools,”

Now Heidi loves nothing better than designing her own take on jewellery, accessories and fashion across all three of the Heidi & Co labels creating individual pieces to treasure.

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