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Our Mission

Bringing antique pieces into the 21st century

We believe in slow fashion that makes a statement every day whilst also being better for the planet. Where some jewellery is made to live on you, antiques can truly live with you; made from solid gold and silver, they’ll surpass seasonal trends and last forever! 

A Message from Our Founder: Isobel Procter

I’m keen to disrupt the current interpretation of ‘antiques’ because, given the chance, I really believe they can answer some of the most timely needs of both the people and the planet. My Mother, an antique’s dealer herself, instilled a great appreciation for unique pieces in me from a very young age. But there was always something about the industry that felt a bit inaccessible, often associated with dusty old shops or elitist auction houses.

“I’m determined to give antiques a ‘face lift’ for the modern consumer, and I hope PI is just the beginning!”

Isobel Talks To British Vogue's Kerry Mcdermott

“My mission is to make vintage jewellery more accessible,” says Isobel, who grew up in Yorkshire visiting “random, quirky shops” with her antique dealer mother. “I think people are now much more used to buying vintage clothes, and even furniture. But when it comes to antiques people are still mostly in the dark. They don’t know where to look for them, and often places... can feel quite intimidating – it’s all a bit overwhelming.”

A stint living in Paris – where she found herself struggling to indulge the passion for collecting she inherited from her mother – is what inspired Procter to start her business. “I didn’t know where to look anymore,” she says. “I didn’t have my mum’s places to go, and I didn’t really trust auction sites. And there wasn’t a cool, easy-to-use website.”

Back in the UK and working as a PA, Procter’s parents encouraged her to put her idea in motion. “They were really behind me,” she says. “They said, if you want to do it, do it one hundred per cent. That was on a weekend, and I quit my job on Wednesday.” PI London launched in November 2019, and one year later Beyoncé was wearing Isobel’s pieces on her December 2020 British Vogue cover – “I don’t think it gets much better than that!”.

Values & Sustainability

When buying jewellery, you'd be forgiven for not considering where it came from or what effect its production had on the planet. Often this information isn't readily shared - so the question is never asked.

Sustainability has been “super important” to Procter from the beginning. “I was really lucky in that I launched as the movement was growing and people were becoming much more conscious – the most sustainable way to shop is to buy pre-owned. There are so many amazing pieces already out there in the world. The fact that I can buy these forgotten pieces and give them a new home… it’s really special.”

Encouraging you to make better purchasing decisions

We want people to start asking this question and be encouraged to make better purchasing decisions.

Antique and vintage jewellery is the best solution to being more eco-friendly as sustainable jewellery is all about extending the life of existing pieces. 

Behind Our Pieces

The Secret Life of Antiques

We’re fuelled by the unique beauty behind jewellery that’s had a life. From elaborate watch fobs keeping the men of the 1900s ticking, to mourning jewellery promising to keep the memory of loved ones alive; our pieces all have a story to tell.

Standing the test of time

Our antique pieces, which were made by a skilled craftsman hundreds of years ago, have already been mined, manufactured and distributed - almost certainly in a much more responsible way than today.

Not only does mass produced jewellery have a huge negative impact on our planet, it also doesn’t last. Our carefully selected pieces have already proven they can last the test of time and are therefore likely to last for many for many years (even centuries) to come.

Our Forever Guarantee

We are proud to offer an unconditional lifetime guarantee on all of our pieces. In the unlikely event that your item of jewellery needs to be repaired, we are here for you. Our 'forever guarantee' means if you need one of your pieces repairing, we offer this service free of charge, no matter how long it has been in your possession or within your family.

When we say 'we hope your PI London piece will bring you a lifetime of happiness' we really mean it. We want our pieces to be passed down for generations to come and enjoyed 'forever'.

Help & Advice

If you have any questions or need some advice please feel free to get in touch.