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This is Primrose

This is Primrose
We are a small, Amsterdam based jewellery atelier. Selma Geluk founded Primrose from a deep passion for beauty and jewellery. She believes that you should do everything you do with love. That is why you will notice the personal touches not just in the jewellery you buy, also in the packaging and chatting with us on Instagram or email.

Selma has an obsessive eye for detail that she uses to handpick every single part and piece. These parts are the raw beginnings of what eventually will evolve into the radiant pieces you see online. To ensure the quality of the plating they are manually plated by a small Amsterdam based goldsmith that has close to 200 years of experience in working with precious metals. We cherish the relationship with them and all the things we have already learned from them about fashioning strong, durable and yet elegant jewellery.

Then the fabulous girls of Primrose take all these different bits and pieces to design, shape and create our individual masterpieces of gorgeousness that you see in front of you when you scroll through the website. 

When you buy our jewellery, the same amount of care and attention goes into making your order complete. The earrings are handpicked for you and where needed customised to finish. Your personal jewellery box is also made with a great deal of attention. Designed just for you and your pieces to make your first meeting with your new jewellery the most jaw dropping experience of amazement as possible. We finish your box with a personal handwritten note from us, to you, wishing you and your new beauties a long and happy life together.

Cool things to know, and click on for more information:
  • Did you know we have a 365 Day Guarantee that melts any worries away? Read more
  • We give part of our profits to women freedom charities worldwide? Read more
  • Primrose is run 100% by women (if you don't count Selma's boyfriend helping out). Read more
  • Every piece you received took 32 individual steps to create
  • After you buy there is a 19% chance of you ordering again within 60 days

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