Smeidi was founded by Heidi Martin in 2011 in a converted cowshed in Essex. In the 6 years since, the brand has grown to represent elegance with a purpose, style over fashion and investment pieces for the modern woman. As it was the first of the three Heidi & Co. brands, Smeidi features collections that are of personal significance to its founder, including our Phoenix collection, representing growth and renewal.

Smeidi | Heidi & Co. | 3 Labels 1 Mission

Expanding into select retailers worldwide, Smeidi is a wholly British brand with international reach. We continue to grow in the luxury, fine and designer jewellery market, and are excited to share our journey with you. Get involved and shop the Smeidi collections here.

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