Emma Lindsay of York gains pop-up shop at John Lewis store

Now, just six months later, the pair have secured a coveted pop-up shop at John Lewis store in Newcastle.

Emma Lindsay, who lives in York, co-founded NinetyOne Jewellery with her mum Karen Jones after deciding to leave behind her corporate career in marketing and sustainability consulting to build a business – and life, on their own terms.

The mother-and-daughter duo officially launched NinetyOne Jewellery online in November 2025, handmaking jewellery in small batches from mum’s Stokesley studio.

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Now, the pair have been selected from hundreds of applicants to host a week-long pop-up at John Lewis in Newcastle, with support from Harrogate based business Pop-up Indie, who support small brands to break into large retailers.

Mum and daughter Karen Jones and Emma Lindsay outside John Lewis in Newcastle (Image: Pic supplied)

Before launching the business, Emma started her career at Nestlé in York, then moving to London, San Francisco and Edinburgh for different roles before returning to York, commuting between York and London while working with major global brands in marketing and sustainability consultancy roles.

Emma tired of the constant travelling and corporate life and wanted something more creative, flexible and meaningful, recalling how she made jewelery with her mum whilst growing up.

Mum and daughter Karen John and Emma Lindsay are in business together (Image: Pic supplied)

“It’s been amazing that the business is something my mum and I could do together.”

Karen, who recently stepped back from a career in nursing aged 60, said starting the business together felt like “coming full circle”.

A piece of the jewelry (Image: Pic supplied)

She said: “I’ve always loved making jewellery, but I never imagined this little idea at our kitchen table would lead to John Lewis. It’s been amazing to build something together at this stage in our lives.”

Emma credits York’s independent business community with helping NinetyOne Jewellery grow quickly in its early stages.

Some of the pieces made (Image: Pic supplied)

Emma is a member at Patch, the coworking and creative workspace in York, and the pair both use Patch as a base for building the brand (as well as being the spot for their first professional product and model photoshoot for the brand!).

She has also received support from both the York & North Yorkshire Growth Hub, the locally based Enterprise Cube team and, more recently, the NatWest Accelerator programme in York.

Emma said: “The support network in York has genuinely been incredible.”

“Places like Patch make it feel possible to start something new because you’re surrounded by other people building businesses too. The Growth Hub and NatWest Accelerator have also given us support, confidence and connections at a really important stage.”

NinetyOne Jewellery creates small-batch, handmade and personalisable jewellery designed around wearable seasonal colour palettes and timeless styling.

Emma added: “We’re aimed towards shoppers who are more intentional about what they buy.

“Through setting up this business we’ve identified a real appetite for small businesses and products that feel high quality and personal rather than mass-produced.

Mum Karen Jones and daughter Emma Lindsay (Image: pic supplied)

“We knew to compete in the jewellery space we needed to already meet a high bar.

“We create hand-finished, understated, everyday jewellery and offer complete personalisation of colour and engraving, as well as a stylish selection of 4 new colours every season, but we think what really sets us aside from others is our brand.

“We want people who wear our jewellery to really ‘feel’ our story and feel inspired themselves about creating life on their own terms”

NinetyOne Jewellery will be at John Lewis Newcastle during June 1-7.

For more information visit www.ninetyonejewellery.co.uk or follow @ninetyonejewellery on Instagram.