I've always loved experimenting with jewellery, whether trying on combinations at home or picking up colourful pieces from market stalls on holiday. Getting dressed was never just about what looked good. It was about how it made me feel.
As I've grown older, I've realised confidence starts with the smallest things. Something a little bolder, a little brighter, a little more you, can change your whole mood. When it came to starting Lucky Fish, I spent years holding myself back, worried about what people might think. Eventually I remembered why I wanted to create it: to encourage people to express themselves without fear. Luck isn't luck. It's a decision, and sometimes it starts with believing in yourself first.
That's what I hope Lucky Fish becomes for you. A reminder to wear what you love and never play it safe. Whether you're abroad or on a grey Tuesday back home, I hope it gives you the confidence to express yourself unapologetically. The luck you've been waiting for starts with the decision to be yourself.
Zoe x
We make jewellery for the girls who were told less is more, and never quite believed it.
Every piece is inspired by colour, travel and the small symbols we carry through life. Nothing is designed to match. Everything is designed to be layered, stacked, and worn without asking permission.
London has a habit of walking head-down, colours muted, saving the boldness for somewhere else. We think that's backwards: a grey Tuesday is exactly when colour matters most, not despite the rain but because of it. Lucky Fish is a London brand built on one belief — that everyone deserves the confidence to wear what they want, when they want, wherever they are.
This is jewellery as permission: to be more, to feel lucky, to take up a little more space on holiday or a grey Tuesday.