Founder Yvonne Asare works on growth from ASOS springboard


YAA YAA LONDON targets new wholesale stockists with its colourful gemstone range

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Founded in 2017 by former Legal PA and stylist Yvonne Asare, the jewellery brand has gone from strength-to-strength since its launch and is now stocked in some of this country’s best independent fashion boutiques and concept stores as well as online via ASOS Marketplace.

Yvonne is now ready to take the brand to the next level and is looking to partner with jewellery and fashion boutiques and concept stores in the UK and worldwide, that are seeking an innovative and colourful jewellery line to add to their range.

Commenting on her plans for the brand, Yvonne said:

“YAA YAA LONDON would be perfectly suited to any fashion-forward retailers, which are looking to add a splash of colour to their displays.

“Colour intensities of stones and shapes vary, making each item in the YAA YAA LONDON range truly unique.”

Born and raised in London, Yvonne’s family originate from Ghana, West Africa where people love to make colourful stylish clothes and jewellery with individual patterns and the YAA YAA LONDON range pays homage to this, fusing Yvonne’s passion for creativity and semi-precious gemstones.

The pieces are all designed by Yvonne and her team, and then crafted by artisans, finished in silver, yellow gold or rose gold.

The brand offers a full range of jewellery including outstanding earrings, necklaces, bracelets and cuffs, but arguably it is YAA YAA LONDON’s range of stunning unique cocktail and statement rings that really steal the show. What’s more, most rings are fully adjustable avoiding issues commonly associated with sizing rings, making it much easier for retailers to sell.

In addition to the YAA YAA LONDON mainline collection, Yvonne has also introduced YYL LUXE, taking all the elements synonymous with the brand and providing a range of jewellery for those customers wanting to purchase something that bit more special.

YYL LUXE maintains the focus on unique semi-precious gemstones but, this time, the pieces are set in gold vermeil, 22k rose gold and 925 sterling silver.

Both YAA YAA LONDON and YYL LUXE fall into the category of affordable luxury and boast extremely competitive price points for consumers and favourable mark-ups for retailers.

Retailers can order directly via YAA YAA LONDON or online via the brand’s wholesale ordering platform at 


Rebecca van Rooijen


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