CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
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
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
MajorsFeb 20, 2026
Jewelers Vigilance Committee Names Julie Yoakum Board ChairJVC also announced the election of five new board members.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
