CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
TrendsMar 09, 2020
Jewelry Brand to Know: NeverNoT
Bold cocktail jewels get the fine treatment in this whimsical, enamel-filled line.
NeverNoT is an exuberant new brand of fine jewelry redolent of bold, 1950s cocktail jewelry styles. Pictured is the “Chess” ring from the “Show n Tell” collection, crafted in 18-karat yellow gold with black and white enamel and blue topaz.
London—When three best friends get together to create a fine jewelry line, the result is a collection that embodies joie de vivre and has a sense of humor.
At least that’s the case for NeverNoT, the whimsical collection from Nina Dzhokhadze, Natia Chkhartishvili and Tamara Svanidze.
The friends, who all hail from Georgia in eastern Europe, connected as expats working in London in the fashion and jewelry industries, their skill sets ranging from styling to sales.
“Our shared culture taught us not to be afraid of expressing our emotions as well as to never not be passionately involved in everything we love.”
The friends launched NeverNoT—with each capital letter signifying a founder’s first name—in 2017, with Dzhokhadze managing sales and business development from London, while Chkhartishvili and Svanidze handle design and production in their native Georgia.
Out of the gate, the young brand has demonstrated a clear point of view. Their particular vein of luxury is a wholesome, Palm Springs drinks-by-the-pool variety, Retro-inspired and filled with exuberant color.
A signature style is an oversized cocktail ring shaped like an emerald-cut gemstone but crafted in 18-karat gold and turquoise, yellow, pink and black and white striped enamel.
Of the heart motif so prevalent in the fine jewelry market in the past year, NeverNoT crafts a particularly effective and original take: a bursting double outline that’s a wearable statement ring, available in gold or neon green or pink enamel, or a new curving pendant in similarly vivid shades.
Dzhokhadze said NeverNoT delivers “the traditional world of impeccable quality but in a super-fun and colorful way with a little twist.”
NeverNoT “Sip a Cocktail” 18-karat yellow gold, diamond and pink enamel earrings from “Show n Tell” collection
“Ready 2 Lead On” earrings in 18-karat yellow gold with green enamel from “Hide n Seek” collection
“Ready 2 Rise” ring from the “Grab n Go” collection in 18-karat yellow gold with black and green enamel, malachite and tourmaline
“Show n Tell” collection heart pendant in 18-karat yellow gold with yellow enamel and diamonds
“Ready 2 Burst” ring in 18-karat yellow gold with diamonds from the “Show n Tell” collection
“Show n Tell” pendant in 18-karat yellow gold with white diamonds and turquoise enamel. On the reverse it reads: Never Not Loved.
“Ready 2 Tease” ring from the “Hide n Seek” collection in 18-karat yellow gold with diamonds and enamel. The spinning ring shows a fig leaf on one side and the anatomy it’s covering on the other, a tongue-in-cheek nod to censorship and liberation, the brand said.
“Ready 2 Laugh” earrings from “Grab n Go” collection in 18-karat yellow gold with malachite, enamel and pink tourmalines
It’s jewelry for an “independent woman, confident in her actions and happy to buy for herself,” she said.
“We want to empower women to experiment with bright colors and fun pieces.”
In addition to fringe earrings and cocktail rings, NeverNoT’s most mature but no less amusing collection is its tongue-in-cheek nod to censorship—the fig leaf.
Called “Hide n Seek,” the collection highlights meticulously detailed enamel to illustrate the starring motif, down to the leaf’s miniscule veins.
And, because silliness reigns supreme at NeverNoT, stylish pendants and rings swivel to reveal the
anatomy the fig leaf is covering up.
While NeverNoT doesn’t take itself too seriously, Dzhokhadze and her co-founders do mean business.
Retailing on average between $2,500 and $4,000, they’re already stocked at retailers like FarFetch.com, Tsum in Russia, Madlords in France and Ylang23 in the United States.
They’ll likely pick up a few more accounts at the Couture jewelry trade show this year, where they will make their debut in the Design Atelier.
Dzhokhadze said, “We have witnessed our brand growing very organically from the start. [In the future] we see it growing even more, expanding globally and working with established partners internationally.”
More on Trends
The Latest
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
MajorsOct 10, 2025
Frederick Goldman Names New VP of SalesJewelry industry veteran Alisa Bunger has taken on the role.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.
Weekly QuizOct 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ FundraiserProceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West CoastMembers of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
