Who we ARE
Lalune London is a female founded London-based jewellery brand where we firmly believe that jewellery is more than just an accessory; it is a powerful form of self-expression. We are committed to crafting affordable, tarnish-free, and waterproof jewellery that can be worn effortlessly, day after day, in any setting. Founded during the unprecedented 2020 Covid lockdown, Lalune began as a passion project. What started as a weekend market venture grew into a thriving brand with four retail locations in iconic London landmarks, including our flagship store in Borough Yards.
At Lalune London, we believe that every woman deserves to feel confident, empowered, and beautiful. We want to be a daily reminder that no dream is out of reach, no fear is too big to overcome, and being bold is not about being unafraid – it's about pursuing your dreams anyway. We want our customers to feel inspired, empowered, and confident, starting with how they accessorise their outfits. Through our jewellery offerings, we want them to be able to create beautiful and bold looks that reflect their individuality and motivate them to be the passionate go-getters they aspire to be.
Lalune London was founded during the 2020 COVID lockdown by Maham Kukda. Born in Karachi, Pakistan she has called London home for the last decade. Growing up, Maham always had a creative flair and had an offer to continue her passion at a renowned International art school. Despite this, societal pressures led her to pursue a ‘safer’ Engineering degree at Imperial College London instead and eventually she formed a career in robotics, putting the artistic spark to one side.
But the creative flair persisted, and in March 2020, Maham launched Cushion Talk, a homeware brand inspired by her family's background in interior design. Using leftover fabric from the family business, she crafted cushions by hand, transforming discarded materials into something beautiful. What started as a passion project quickly grew into a large online business, with repeat orders and bespoke projects taking over every corner of her tiny London flat.
Then in 2021, Maham had an idea to bring her vision and passion into jewellery. Having grown up in a conservative country, Maham always longed for the freedom of being able to express herself through her own style. This desire eventually led to the launch of Lalune London, a jewellery brand that focuses on empowering women to live boldly and create beautiful looks that reflect their individuality. Lalune London now encompasses both homeware and jewellery.
‘For me, Lalune London goes beyond being just a trendy brand. It is a platform and an extension of my voice to motivate, uplift, and celebrate women. As a woman and an entrepreneur, I know firsthand the challenges that women face in pursuing their dreams. That's why I am so passionate about encouraging women to challenge the status quo, express their unique identity, and live unapologetically.’ - Maham Kukda, CEO Lalune London
✔ Breaking Boundaries: We believe in breaking stereotypes and advocating for every woman to be free to express herself in her own unique way. From our bold designs to the community of like-minded women we are building, the message of "don't be afraid to challenge the status quo" is one that is woven throughout our brand.
✔ Celebrating Uniqueness: We believe that every woman is unique, and our differences should be celebrated, not divide us. Our jewellery is a representation and reminder that we were born to stand out, and we should give ourselves and others the freedom to express ourselves in our own special way.
✔ Building Community: Creating a safe and inviting online space for women who are craving community is one of our goals. Through authentic conversations, shared passions, and values, we work to foster a community of like-minded individuals who share our passion for self-expression and empowerment.
✔ Being Authentic: We define authenticity as being transparent, genuine, and pursuing real connections with people. As a brand that aspires to inspire, authenticity is a huge influencer in our creation process, whether it be in our products or communication with our audience. We're here to keep it real, raw, and honest in all aspects of our brand.
✔ Exploring Creativity: We believe in keeping things fresh, trendy, and exciting. We are not afraid to experiment, be adventurous, or try new things in order to offer our customers unique pieces that will stand out in the market. We also believe that creative thinking and a bold imagination are the starting points for challenging the status quo.
✔ Pursuing Passion: Our brand was born from our founder's bold decision to leave her career in the corporate world to pursue her passion, and it is the same message we want to share with other women who are caught between running after their dreams and staying in their comfort zone. Our passion is infused into every part of our brand, and it is what keeps us going every day. We are committed to inspiring and empowering women to pursue their passions, no matter how big or small.