Is It Time to Trade in Your Cursive Name Necklace for Bubble Initials?

Willow Donnaruma
Apr 27, 2024
3 min read

Ever since I was little, I noticed girls wearing these gold-plated necklaces with their names in cursive! I always thought this was super chic and luxury-looking. While browsing through Instagram, I discovered a small business that piqued my curiosity!

The brand is called House of EmJelly!

House of EmJelly is a business for IT girls, including hair accessories, jewelry boxes, gummy bear charms, chains, and the popular Bubble Letter Necklace.

The Bubble Letter Pendant is available in 18-carat gold Plated and 925 Sterling Silver Plated, both with Cubic Zirconia stones!

I am also OBSESSED with the Gummy Bear charm that comes in a variety of different colors like Flamingo, Ruby, Jett, Mocha, Guava, Ice Baby, and my two favorites, Gold and Silver! These charms look absolutely perfect paired with the chunky Bubble Letter!

What stuck out to me as a consumer and avid jewelry buyer, was the uniqueness and luxury feeling the products have. Nothing at House of EmJelly looks cheap and gimmicky which sometimes steers me away from certain businesses. The necklace paired with a gummy bear charm elevates the look in a brand new way!

The brand is owned by a wonderful businesswoman and her mother! I had the privilege of chatting with her and I asked her what made her want to start her business. She exclaimed, "My mum wanted to get involved with something different and it was something to do as a hobby that we could do together. I also have a degree in fashion design with textiles, so you could say I’ve always been a creative person. I’m also your typical girly girl who loves social media and is very much into trends. It came from me, an avid Instagram user who found a niche for people wanting things personalized,

as well as girly with a twist of luxury. Whenever a brand I like brings out something in a pink edition, I’m always drawn to it. I also love brands like Victoria’s Secret, a brand that’s affordable yet has marketed itself enough that their customer would like show to off the products they’ve bought from that brand. And with this, we have put our own twist on our brand. Luxury products for affordable prices that have a long shelf life. The brand name itself comes from one of the many nicknames my mum has had for me - she would call me Emjelly Custard. And over the years it’s stuck and has written my birthday and Christmas card to Emjelly and when thinking of a name, it really didn’t take long to think about it!"

I also asked her what her favorite thing about running a business to her would be. She told me , "My favourite thing about running the business is that It’s ours to do what we want. I can steer it in the direction I see it being interesting for our current and future customers. Don’t get me wrong, it takes up a lot of your time, and aiming to be consistent as well as persistent can be draining, as well as always trying to think of ideas that are creative, especially when social media is as big as it is with other gorgeous brands.

Nevertheless, getting that response from customers and followers from your work is honestly a gift in itself. The support I have around me too is always amazing, I can honestly say they all strive for me to do well with our little brand!"

I am absolutely in love with this brand and the clear dedication from the owner tells me this business will stand the test of time! With my birthday coming up, (May 7th) I will 100% be buying myself a gold bubble pendant necklace and the Mademoiselle Claw Clip as my own gift!

EmJelly x URBAN OUTFITTERS

House of Emjelly recently let their followers in on a big surprise! They have been invited to hold their own pop-up shop at Urban Outfitters Manchester! If you are in the Manchester area, certainly check it out on Saturday, May 18th, and Sunday, May 19th!

Where can you find House of EmJelly?

You can find House of EmJelly on Instagram, Facebook and TikTok!