OUR STORY
Notbranded was founded in 2018 by Monica as a small shop and has since grown into one of Europe’s leading jewelry brands. Today, we offer over 2,000 unique styles of trendy jewelry and accessories that reflect the spirit of modern fashion.
At Notbranded, we create jewelry that is affordable, trendy, and accessible to everyone.
We believe jewelry is for everyone – designed to suit every style, personality, and mood. Whether you love minimal or bold designs, each piece is made to enhance your look.
The art of layering is at the heart of our collection. Earrings, bracelets, and necklaces are thoughtfully designed to mix, match, and stack – giving space for playful self-expression. At Notbranded, jewelry is more than an accessory: it’s a way to feel confident, authentic, and unique.
Our mission is simple:
✨ To create a borderless jewelry brand where everyone can see themselves.
FROM PASSION TO RECOGNITION
In 2024, Notbranded’s passion and dedication were rewarded with multiple notable recognitions. That year, Notbranded won the Ecommerce50 Award for the fastest-growing e-commerce business in the Netherlands and was named a winner of the Crossborder Top 30 as the fastest-growing Dutch webstore across borders. Notbranded also achieved 2nd place at the 2024 Shopping Awards in the category Jewelers & Fashion Accessories.
In 2025, we continued this growth: Notbranded was runner-up at the Ecommerce50 Awards (#2) and achieved 5th place in the Crossborder Top 30, once again recognized as one of the fastest-growing Dutch e-commerce companies with an international focus.
WHERE IT ALL BEGAN
In January 2018, founder Monica embarked on an inspiring journey through Asia and decided upon her return to give her life a new direction. After years of working as a marketer for beautiful brands, she felt it was time to make her own dream come true.
She wanted to build a brand that not only offered trendy jewelry and accessories but also told a story.
What started as a small shop has since grown into a thriving online store driven by a passion for stylish, contemporary jewelry and accessories.
What have Monica and her team learned from this journey? When you do what you truly love, success naturally follows.
Coming Soon: Our First Store!
The word is out! In November, Notbranded will open its very first physical brand store in the heart of the Netherlands: Amsterdam. The perfect place to see, feel, and try on our jewelry in person. See you there? :)
You can find our first store at Heiligeweg 48 in the heart of Amsterdam.
''Notbranded creates timeless jewelry that is accessible, inspired by nature, and made for every style.''
Our Materials
At Notbranded, we believe that beauty begins with quality. That’s why all our jewelry is made from high-quality stainless steel – a durable, color-resistant, and waterproof material that stays beautiful and never tarnishes.
Alongside stainless steel, we also use natural materials such as dyed shell, natural stone, and freshwater pearls. These give each piece a unique and personal character – no two are exactly the same, and that’s what makes them so special.
Have a question about a specific piece?
Feel free to send us a message – we’d love to tell you more.