North East Jewellery Brand Lands Major John Lewis Newcastle Pop-Up

A North East mother-daughter jewellery business is preparing for its biggest milestone yet after securing a sought-after retail pop-up inside Newcastle’s flagship John Lewis store at Eldon Square.

NinetyOne Jewellery, founded by Karen Jones and her daughter Emma Lindsay, has rapidly grown from a small Etsy shop into one of the region’s rising independent brands in less than a year. Now, the Stokesley-based company is preparing to showcase its handmade jewellery collections to thousands of shoppers in the heart of Newcastle city centre.

The retail residency, which will run during the first week of June, marks a major breakthrough for the family-run business and reflects the increasing demand for locally made, independent products on the British high street.

For Karen and Emma, the achievement represents far more than commercial success. It is the result of a bold leap into self-employment after both women decided to walk away from stable careers in pursuit of a completely different lifestyle.

Mother and daughter turned shared hobby into growing business.

The story behind NinetyOne Jewellery began around a kitchen table rather than in a corporate boardroom.

Karen Jones had spent years working in nursing, while Emma Lindsay built a career in sustainability and corporate business strategy. Despite their different professional backgrounds, both found themselves craving a change from the stress and pressure of modern working life.

Instead of continuing down career paths that no longer fulfilled them, the pair made the risky decision to leave their jobs and focus full-time on jewellery making, which had long been a shared creative passion.

The brand officially launched in December and was named NinetyOne because the combined ages of the founders totalled 91 at the time the business began.

What initially started as a small online venture quickly gathered momentum through Etsy sales and word-of-mouth support from local customers across the North East.

Their handcrafted jewellery designs soon caught the attention of independent retailers, leading to the company’s first physical stockist opportunity only weeks after launching.

That early success forced the duo to rapidly scale production, packaging and logistics to meet growing demand.

John Lewis Newcastle pop-up marks major milestone.

Securing a temporary retail space inside John Lewis Newcastle is widely seen as a major opportunity for independent brands looking to reach wider audiences.

Located inside Eldon Square, one of the busiest shopping destinations in the North East, the department store attracts thousands of visitors every week from across Newcastle, Durham, Sunderland, Northumberland and Teesside.

Competition for retail residencies is fierce, with many small businesses hoping to gain exposure through pop-up opportunities in high-profile stores.

Karen and Emma reportedly beat hundreds of applicants to secure their place inside the Newcastle department store, highlighting the strength of their brand identity and growing customer appeal.

The move also signals how established retailers are increasingly working with smaller independent companies to create more unique shopping experiences for customers.

Rather than relying entirely on mass-produced products, major retailers are now recognising the value of locally made goods and artisan-led businesses that offer authenticity and personal stories.

For NinetyOne Jewellery, the John Lewis pop-up will allow the company to introduce its collections to shoppers who may never have discovered the business online.

North East shoppers increasingly supporting local businesses.

The success of businesses like NinetyOne Jewellery reflects a wider shift in shopping habits across the UK.

Consumers are increasingly choosing to support independent retailers, particularly brands with strong local roots and sustainable values.

Shoppers are no longer only interested in products themselves. Many now want to understand the people behind the businesses they buy from and feel a stronger emotional connection to their purchases.

That trend has become especially noticeable across Newcastle and the wider North East, where artisan markets, local food producers and independent fashion brands have seen growing support in recent years.

Emma’s background in sustainability has also helped shape the company’s direction, with careful attention paid to packaging, sourcing and overall brand presentation.

Combined with Karen’s creative eye for jewellery design, the partnership has created a business model that blends craftsmanship with modern branding and digital marketing.

Preparing for the John Lewis residency has reportedly involved a significant amount of work behind the scenes, including increasing stock levels, refining displays and ensuring the business can cope with higher customer demand.

Independent retail continues to reshape Newcastle shopping scene.

The arrival of smaller independent brands inside major retail centres has become increasingly important for high streets attempting to adapt to changing consumer behaviour.

Retail experts have long warned that traditional shopping centres must evolve beyond standard chain-store experiences if they want to maintain strong footfall levels.

Pop-up spaces and artisan partnerships are now seen as one of the ways to attract shoppers looking for something different from online retail giants.

For Newcastle city centre, businesses like NinetyOne Jewellery bring fresh energy to established shopping destinations while helping local entrepreneurs gain valuable exposure.

The upcoming pop-up is also expected to provide a boost for the wider regional artisan economy by showing that small businesses from towns like Stokesley can successfully compete on larger commercial stages.

Karen and Emma’s rapid rise from online sellers to John Lewis partners has already inspired many aspiring entrepreneurs across the region.

Their journey demonstrates how independent businesses can grow quickly through strong branding, customer loyalty and a clear personal story.

Future looks bright for NinetyOne Jewellery.

As the June launch date approaches, anticipation is continuing to build around the mother-daughter brand’s Newcastle debut.

Thousands of shoppers are expected to visit Eldon Square during the residency, giving NinetyOne Jewellery its largest audience to date.

For Karen and Emma, the opportunity represents proof that taking a career risk can sometimes lead to life-changing opportunities.

From a small jewellery-making hobby to one of the most recognisable independent retail success stories currently emerging from the North East, the business has achieved remarkable growth in only six months.

Their story is likely to resonate with many people considering a major career change or hoping to turn creative passions into successful businesses.

Have you visited independent pop-ups at John Lewis Newcastle or supported local North East businesses recently? Share your thoughts and favourite artisan brands in the comments below.