Behind the Brand: NAJO

August 9, 2016
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For some people travel is a means of escaping (and then promptly returning to) ‘real life’. For others, travel becomes ‘real life’. And there’s no better example than NAJO founder, Jo Tory, whose journey into the world of jewellery design began with a backpacking trip through Mexico three decades ago.

There, she was struck by Mexico’s energetic and vibrant way of life, particularly the way it was presented in the intricate work of the local silversmiths. So with an irrevocable connection to Mexico’s rich culture and her natural entrepreneurial spirit to guide her, Jo allowed her initial dreams of the NAJO brand to blossom into the sterling success it is today. (Not before a brief stint peddling jewellery on the streets of Rome though!)

“Great design feeds our soul, uplifts our spirits and whispers to us that anything is possible. It is a potent antidote to the ordinary.” – Jo Tory


Home to some of the finest silver reserves in the world, Mexico’s jewellery is as much a medium for story-telling as it is a stunning way to accessorise. It reflects the nation’s history, culture and captivating way of life – and it’s from this that NAJO’s quest to inspire individuality and self-expression is drawn. Unlike more expensive metals, silver gives the design team ample room for experimentation. Coupled with frequent inspiration trips to Asia, Africa and of course, Central America where it all began, there’s a clear ‘outside the box’ mentality imbued in every collection.

We asked the NAJO team for a quick guide to shopping (and more importantly, wearing!) their eclectic pieces, many of which you’ll find on Brands Exclusive this week!


Ring it On

Sterling silver rings come in all shapes and sizes, from fashion-forward to classic and traditional. Make a bold statement by choosing one adorned with turquoise, black onyx or moonstone.

Wristy Business

The more the merrier when it comes to bracelets, bangles and cuffs. Create an arm party with a cluster of glimmering ball bracelets and cuffs stacked on your wrist with your favourite watch.


Mix Your Metals

Don’t be afraid to mix metals! Choose modern two-tone designs finished in yellow or rose gold plate so you can easily mix and match with your existing jewellery collections.

Easy Update

Necklaces are very effective at elevating an outfit. Choose long, sculptural silver chains for an elegant look, collars and chokers for something a little edgier, or embrace eclecticism with keepsake charms inspired by ancient amulets.


Shop NAJO on Brands Exclusive NowSale ends in 6 days.

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