Under the spotlight: Izzy Fellowes, founder & jewellery designer, Aluna Mae


I have a special lady in my Woo Hot Seat today, that is the glorious jewellery-maven, Izzy Fellowes of Aluna Mae.

Best known for being one of the most lust-after jewellery brands on ASOS marketplace, her purely magical Instagram feed, and my Coachella blog; when I met ‘STEVIE’ (my black suede bolo wrap necklace).

Fast becoming the love of my (jewellery) life, STEVIE has accompanied me on many outfits (and I’ve received all the compliments, lucky woo) and I will continue to rock it out this season. Chokers are here to stay for a good while yet.

On that magical note, I wanted to know more about the dazzling beauty behind the brand… Who is Izzy Fellowes? Here, she shares with me her top styling tips, the latest jewellery trends and her outstanding collection.

PLUS to celebrate all things Aluna Mae, she is offering 20% discount for all Sarah Woo readers! *Live the dream* – continue reading to discover more, feel inspired and update your jewellery box pronto 🙂


Discover my 12 top picks from the stunning Aluna Mae collection:


L-R faves: 1. STEVIE bolo wrap necklace (of course) // 2. LYRA choker // 3. ORLA earrings // 4. FREYA choker // 5. LOTTY ring // 6. ERIN ring // 7. MIA ring // 8. GRACIA bracelet // 9. AVA choker // 10. TAYLOR choker // 11. UTAH multiway bolo choker // 12. RAVEN choker //

All these pieces are super on-trend, amazingly reasonable, and the quality is on-point. I’ve worn my STEVIE necklace SO much and it’s still in gorgeous condition. I cannot wait to invest in more.

I also love to support independent businesses where I can. Every piece is designed, sourced and handmade (with love) in the UK, and each of them has their own unique name too. Izzy tells me that the inspiration behind the names come from lots of different things. Some are names of her friends, some reflect the places she’s been, and some are named after her loyal customers (I completely ♡ this!)

Anyway, without further ado, let me introduce you to…

The woman behind the brand:
Izzy Fellowes

izzy-fellowes-aluna-mae(Wearing the KIMMIE choker ⚡️💎✨)

Where the dream began
I studied fashion at the Arts University Bournemouth which is where I started making jewellery. I’ve always enjoyed being creative, but I didn’t enjoy pattern-cutting and making garments as much… I was lucky that my tutors were open to us going down our own path and that’s when I really found my niche. Aluna Mae came much later, when I found my unique style of work, after making numerous pieces.

About Aluna Mae
I have always loved jewellery. I find you can be experimental with it, much more than you can with clothes, and it adds personality to an outfit. I wanted to create a brand with a bohemian feel for free-spirited girls. My aim is to create wearable pieces that my customers can interchange with lots of different outfits.


My style
It changes depending on my mood so I guess its quite eclectic. Most days I tend to keep my outfit quite simple, maybe just jeans and a tee – with a piece of Aluna Mae jewellery, of course! 🙂

Where I shop
I’m an online shopping kind of girl! You can’t really go wrong with ASOS! 


Lust-after fashion designer
I love Balmain! The attention to detail and strong silhouettes makes the women that wear the pieces look so powerful! 


Style tip
If you feel the tiniest bit unsure/uncomfortable in an outfit don’t wear it!

Style crush
I’m loving Kourtney Kardashians style at the moment! She’s not afraid to experiment with lots of different styles and always looks effortlessly cool.

Best EVER all-time purchase
My pug, Bugsy! 🙂


I find my inspiration
Through travelling to different countries, looking at street trends, and I’m a bit obsessed with Pinterest


Key jewellery trends for AW16
Lots of chokers, layered chains and velvet!

My advice to aspiring jewellery designers would be 
Just begin, don’t be afraid to experiment with different styles and materials – I feel that’s the only way to find your unique style.

Connect with Aluna Mae ♡

ATTENTION Londoners! Look out for Aluna Mae at markets


Spotted: Loving life at Backyard marketBrick Lane

If you could choose any piece from the collection, what would it be? Well, get involved, as we’re being treated to an exclusive 20% discount for a limited-time only (expires 31/01/17 at 11.59pm GMT) – just punch in promo code ‘SARAHWOO’ at the checkout, and away you go…

Let me know if you make any special purchases!

Merry Christmas darlings 🙂

Thank you so much Aluna Mae for collaborating on this post; you’re a complete inspiration and dream come true!


Sarah Woo xx


  1. 14 December, 2016 / 10:54 am

    Eeeek thank you for collaborating with Aluna Mae to make this beaut blog post! 😀

  2. 14 December, 2016 / 7:10 pm

    Aww thank you for your amazing talent, and sharing it with us! …and for making us feel/look mighty beautiful with your gorgeous pieces too 🙂 xx

  3. 21 April, 2017 / 9:58 am

    Aww thanks so much Elizabeth! xx

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