Serge DeNimes is a British men’s silver jewellery brand founded in June 2011 by Oliver Proudlock — a London-based designer, entrepreneur, and television personality best known from the reality series Made in Chelsea. The brand began as a seasonal apparel label: the first collection was a series of T-shirts in Pima cotton featuring photographs taken by Proudlock’s mother, Lena Proudlock, at the Rio Carnival in 1978. From 2015, Serge DeNimes began producing sterling silver jewellery alongside its clothing. By 2017, Proudlock had phased out clothing entirely and committed the brand to becoming a world-class men’s jewellery label — one of the few dedicated to sterling silver at accessible but genuinely quality price points.
Key Facts
- Founded: June 2011 (apparel); jewellery from 2015; clothing phased out 2017
- Founder: Oliver Proudlock (London; known from Made in Chelsea)
- Headquarters: London, UK (designed in London; hallmarked at Goldsmiths’ Assay Office and Sheffield Assay Office)
- Material: 925 Sterling Silver
- Industry: Men’s Jewellery, Accessories
History
Proudlock launched Serge DeNimes as a creative outlet and platform for emerging talent. The first collection of T-shirts sold out and encouraged him to continue. Between 2011 and 2017, the brand ran seasonal apparel collections in jersey and denim alongside a growing jewellery offer, before Proudlock decided to fully commit to jewellery in 2017 — recognising the gap in the market for high-quality, fashion-forward men’s sterling silver. The brand opened its first physical jewellery pop-up in Soho, London, in spring 2021, and followed with an international pop-up in New York the same year. The first Rio Carnival T-shirts remain a founding reference for the brand, with Proudlock describing his mother’s photographs as a constant creative starting point.
Products
Serge DeNimes produces rings (including the best-selling Padlock Ring, Silver Dove Ring, Silver Cross Necklace, Skeleton Hands Ring, and Compass Ring), necklaces, earrings, and bracelets — all in 925 sterling silver with gold plating options on some pieces. The brand releases three to four themed collections per year (past themes include Zodiac, Explorer, Religious, Candy, Tudor, and Jubilee), alongside limited editions. Products are available at Liberty London, Stuarts London, and the brand’s own online store.
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