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2021 All Wrapped Up


And that’s a wrap!


2022 might be just around the corner, but we’re here still processing 2020. So far, the ‘roaring twenties’ have meant another loop on the corona-coaster and if anybody’s listening? We’re ready to get off now. Ok, so it’s been a year of ups and downs, but there have been some moments of real positivity, excitement and inspiration—with lots of laughs along the way.



2021 in numbers…


You loved treating yourself and others this year, with 52% of orders being gifts

Hot off the press! We printed 74,000 copies of the Daisy Times

Our Daisy chain continues to grow, we made 55,000 new friends this year and we’ve loved having you along for the ride

You guessed it, Gold still wears the crown (but only just) with 56% of you choosing gold pieces whilst 44% went for silver

You were head over hoops for an ear stack this year, with Earrings being your most-loved style

And our best-selling piece of the year goes to… Estée Lalonde Octagonal Huggie Hoops 18Ct Gold Plate 


But at Daisy, we’re about more than just stats. We’re about the people we meet, the milestones we achieve, and the lives we touch. We kicked off the new year with several new team members and a renovation of Ruth’s home office in collaboration with Lick. Our Elevate Your Everyday 5-day challenge, in partnership with Smartworks, helped provide women with career coaching and a selection of interview clothing to help secure their dream job. Whilst our ‘Next Best Thing’ gifting bundles allowed you lovely people to show a special person just how much they mean to you—amid a national lockdown.


From spring through to summer, things were beginning to look (and open) up. We launched our fun-loving Daisy Bloom collection, inspired by the free spirit of 1969’s ‘Summer of Love’ as well as some gorgeous new pieces to our VITA collection (we’re checking you out Bum Pendant). And as if that weren’t enough, we started our Do It In Daisy series, where we sat down with female leaders in their fields, from KIP Hideaways to KITRI, and Yolke to find out the Daisy pieces they live in.



Autumn saw us cleaning up our act and the planet’s oceans thanks to our partnership with 4ocean. For every order you purchase, no matter its value, we are committed to removing the equivalent of 10 plastic bottles from our planet’s oceans. In the run-up to the madness of Black Friday we somehow found time to shoot our full-sparkle Palms campaign as well as getting Together again on the streets of London for our fourth collection shoot with Estée Lalonde. All in time for Christmas! But the icing on the cake had to be our in-person event with Ruth and Estée in Soho’s Glow Bar when we got to meet 60+ of you beautiful people in person—after a break of over two years!


And there you have it: a year in Daisy! We’re exhausted just reading all that, but we had such a blast along the way. We hope to see you next year for more gorgeous collections, exciting collaborations, meet-ups, and, most importantly, more laughter along the way. Until then, enjoy the holiday season, and we'll see you in '22!


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