Our Story

The Rolling Stones Brown Sugar was on the airwaves, Love Story was on our cinema screens, and Noel Boyd was on a 5 week boat crossing from Melbourne Australia to the UK. Here he would set up shop on London’s legendary Portobello Road, selling imported Mexican jewellery to loved-up hippies and inadvertently sowing the seeds of a brand that would eventually define the lives of both Noel and his family.

Daisy was born out of a love for the beautiful and the exotic, out of a passion for travel and far-flung shores and out of a taste for adventure. When Noel’s son James took the helm of our company in 2009 he brought with him a strong background in trend-driven sales and adeep-rooted love of Eastern philosophy. It was James’ beliefs in these philosophies that were to pave the way for Daisy’s global success story – the now iconic Chakra Bracelet.

The Chakra Bracelet - James’ chic interpretation of the Buddhist symbols that so inspired him on his quest for wellbeing – has become a modern classic, beloved of celebrities and fashion editors alike. We have now developed an entire Chakra range, exploring both the form and the function of the Chakra, and creating a line that is as beautiful as it is inspiring.

We continue the theme of deeper meanings with our covetable new range, Good Karma – a collectible and multilayered collection focusing on our deepest desires and aspirations. Both Good Karma and our super-luxe new Friendship collection highlight Daisy’s signature use of Japanese cord and precious metals, first explored with the Chakra.

Daisy’s phenomenal success story over the last 3 years has led to us working with some of the UK’s most diverse and celebrated stockists. Our global distribution now spans 12 countries and includes independent jewellers, fashion boutiques, department stores, yoga & health spas and luxury hotel chains.

Daisy’s story comes up to date with the opening of our brand new showroom in the heart of London’s Notting Hill. Affording both clients and press a deeper and more insightful understanding of our brand, the showroom offers you a peek inside what we have built over the last 40 years – the World of Daisy.