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About Us

BY GIOIA was created in 2009 on the popular UK TV show ‘The X Factor’. GIOIA had created unique pieces of jewellery for the contestants to wear during live performances on the show. JLS loved the pieces so much they decided they wanted to launch a jewellery collection for all of their fans and so BY GIOIA was created.


We launched with a JLS collection exclusive to Argos in late 2009, with pieces ranging from bracelets, necklaces and dog tags. We also teamed up with Capital FM and launched the “Help a Capital Child” charity appeal by donating profits from the sale of the patriotic JLS “Union Jack Dog Tag”.

In early 2010 we launched The Saturdays jewellery collection. The pieces in this collection were designed by the girls and so were far more feminine and girly. Again this collection was sold in all Argos stores across the country and is very successful. The styles appealed to not only the bands fans but also to any girls who loved intricate charm bracelets and necklaces.

By mid 2010 we had secured a deal to launch the Justin Bieber jewellery collection. By far one of the biggest current artists in the world, his fans loved the pieces in the collection. We were shocked by the response and so regularly release brand new styles for his fans.

At the end of 2010 we had launched The Wanted jewellery collection. Again The Wanted fans loved the glitzy necklaces and charm bracelets with the band members names. Nathan Sykes and Tom Parker were both seen wearing items from the collection on the bands performance on the X Factor.

In May 2011 we launched the Lady Gaga official jewellery collection for her Born This Way album. The two necklaces feature a custom 'Gaga' logo designed by our head designer. Both necklaces come on extra long chains for a more dramatic effect!

In December 2011 we launched the McFly official jewellery collection featuring the band members signatures on guitar pick charm bracelets and necklaces. When the collection launched all of our servers crashed due to the volume of fans trying to buy the collection.

We launched the Take That official jewellery collection just after Robbie Williams rejoined the group for their new album and stadium tour. The collection received a great reception from both the new fans and the original fans!

In June 2012 we launched the One Direction official jewellery collection. The boys are easily the biggest band in the world and we will be releasing a third collection for 1D in Autumn 2014!

In November 2013 we launched the Jessie J official jewellery collection. We created one limited edition necklace (available in gold and silver) that features the classic Jessie J logo.

In Spring 2014 we launched the Kardashian Kollection official jewellery collection. If you don't know the sisters are made up of Kim Kardashian, Kourtney Kardashian and Khloe Kardashian. The 3 girls have often been seen wearing the items from their collection.

In Spring 2014 we launched the Union J official jewellery collection. Union J are another band to come from the X Factor, and we think their jewellery collection has the X Factor also.

In Autumn 2014 we launched the brand new Nicki Minaj official jewellery collection. Nicki Minaj is famed for her bold fashion choices so we created 3 gold pieces all featuring Nicki's logo using bright pink crystals and gold plating.

In November 2014 we launched the official jewellery collection by The Rolling Stones. The collection includes 5 original necklaces featuring the famous Rolling Stones 'Tongue' logo.

In December 2014 we launched our jewellery collection with the original 'essex boy' Joey Essex. Joey is often seen wearing the long heavyweight curb chain necklaces from his collection.

In Spring 2015 we launched the FROZEN official jewellery collection. Whether your child loves Queen Elsa, Princess Anna or Olaf the snowman you are sure to find the perfect gift for any Frozen fan right here.

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