About Us

Known as London’s hidden gem. We are a playful yet understated contemporary designer boutique which boasts an unparalleled offering of carefully selected and curated jewels by designers from all around the globe. The boutique is a space for creating memories through thoughtful and inspired purchases that should be worn every day and promise to outlive a lifetime.

Our trick is passion for exhibiting a considered yet eclectic range in contemporary, traditional, fine and bespoke jewellery. The boutique is also proud to offer a truly personalized service fortified by over two decades’ worth of experience. Both the online shop and gallery, nestled in London’s prestigious Muswell Hill, we aim to capture the essence of craftsmanship and sense of exploration in today’s artisans and makers. The gallery is a true jewellery haven; a welcoming, bright and spacious space which provides a blank canvas for both designers and design-lovers to come together in homage to the artisanal output of some of the world’s most creative talents.

Quietly acclaimed, they have long been the first-stop boutique for alternative engagement rings and bespoke gifts with customers travelling the world to shop our unique offering and discuss highly personal requirements with the brands specialists. The boutique is proud to showcase a vast range of designers and price points to cater for small gift purchases up to bespoke, one-of-a-kind investments.

Tomfoolery plays a role as both collaborator and patron to home grown British talent including some of the most established of makers from ArtemerRuth Tomlinson to WWAKE, and Alexis Bittar. The in-house team quest the globe seasonally, travelling to Paris, Munich and New York in order to bring their discerning customers the most voguish of international creative trends.

An established family business, Tomfoolery was conceived in 1994 by husband and wife duo Nicki & Peter Kay. In 2013 their daughter Laura (pictured above) grew up working in the boutique during her holidays and weekends, capitalised on her experience working at fashion giant Hermes and within the world of photography, and assumed the helm. Laura’s progressive aspirations combined with her creative flair for fashion retail catalysed a new era for the brand, and she was quick to introduce the online shop and refresh the Tomfoolery scope for each designer to work competitively both online and within the gallery. After observing a demand for alternative bridal she introduced Muse by Tomfoolery which is an 18ct collection and is supported by an annual wedding showcase and wedding atelier in the gallery.  In 2015 Laura then launched Métier by Tomfoolery which was the birth of demi-fine; affordable, delicate, 9ct gold jewellery designed to be self-styled and interchangeable for every day.

Laura says: “My aim at Tomfoolery is to introduce our customers to new designers, new possibilities and in turn educate them on new ways of experiencing jewellery. Jewellery that should be experienced every day and for every occasion. I want to help customers build their jewellery kit and our offering matches that, from your classic go-to cocktail ring, your everyday gold, the big and bold, stacking rings, single earrings, brooches, cuffs… the lists are endless!”

Tomfoolery will be celebrating 30 years in the industry this year 2024.