Some businesses don’t always start with a business plan. Sometimes, they start with something much more personal.

Olivia Jenkins had lost her mum, someone who, among many things, loved jewellery. She went searching for a piece that could honour that memory and found both jewellery and a gap in the market.

Alongside Jack Zambakides, her partner in life and now co-founder in business, she built a brand to fill it.

D.Louise was built to last both in product and purpose. From its earliest days, Olivia and Jack approached things differently. They focused on what they did know: their customer, their product, and the values they refused to compromise on.

Now, they’re joining Chelsea Pinches-Burrowes, brand expert and managing director of WCS Agency, on stage at Ideas Fest 2025 to unpack what it really means to build something that matters.

Neither Olivia nor Jack came from a traditional start-up background. And that’s what makes D.Louise’s story so compelling. They didn’t follow a rulebook. They built from gut feeling, learned fast, and stayed relentlessly close to their customer. Their decisions weren’t always ‘by the book,’ but they were backed by their lived experience. From the emotional clarity that shaped the brand’s origin, to the instinct that guided their first launches, every step reflected their authentic journey.

Now one of the fastest-growing jewellery brands in the UK, with thousands of 5-star reviews and a community of fiercely loyal customers, D.Louise stands as a testament to how insight, courage, and commitment can create impact beyond conventional business frameworks.

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