Alison Lloyd is the founder of British boutique jewellery business AmaLily. Set up in 2012 in St Albans, she offers an eclectic mix of earrings, necklaces, rings, and bracelets that are exquisitely crafted and exceptionally well-priced.

Alison has been a regular face on our Wednesday and Saturday Charter Markets and enjoys being part of such a vibrant community.

“St Albans is a wonderful place to trade and the market is legendary! It has been the perfect platform to launch and grow my business. I love nothing more than engaging with customers and drawing inspiration for future designs and ideas.”

What inspired you to set up AmaLily?

Having trained as a contemporary dancer, I naturally moved towards something creative. I had always loved jewellery and studied Business at college, so when a friend introduced me to some designers – I saw potential and decided to give it a go!

AmaLily is an unusual name. Tell us more!

The name AmaLily was chosen to reflect the diversity of our designs. ‘Ama’ draws inspiration from Amazonian women and is reflected in our chunkier pieces, whilst ‘Lily’ represents the more delicate and finer designs.

What inspires your designs?

For me, good design is about simplicity. I love how a piece of jewellery – from the simplest of necklaces – can completely transform an outfit and boost your confidence and mood. Our eclectic mix hits the spot for all genres from hipsters to those with a more classical taste and style.

What can people expect to pay?

We pride ourselves on our affordability, with some of our customers calling us the Harrods of the Market place! Prices are reflective of materials and designs and range from £10 up to £100 for our Sterling Silver pieces

What are your bestsellers?

Most of our pieces have their own moments of popularity but last week the Atelier and Guincho necklaces were in the spotlight. Customers are liking their simplicity and they can be worn with so many looks, whilst the chunky chain necklaces are really popular with the younger crowd. People also really love the pieces that mix up metals, our leather chunky pieces which have magnetic fastenings – making them so much easier to wear.

Where can people find out more about you?

Come and see us every Wednesday and Saturday on the market- we are usually outside Crepe Affaire. Or hop online to www.amalily.com to view and shop our full collection. Follow us on social media too! We are @AmalilyJewellery on Instagram and AmaLily on Facebook.

And finally, why should people come and see you?

Because we have something for everyone! Whether you want a small piece of jewellery to make yourself feel good, or you need a present for someone…regardless of age, style or taste, we have something unusual that will hit the spot (and won’t hurt your bank balance!) Plus, we offer Gift Vouchers too

These are exciting times for AmaLily. Stay tuned to see what we do next!