Today, Nudie Chapter 2 officially begins.
After months of designing, sampling, tweaking and keeping rather a lot of new jewellery under wraps, Forme and Juicy are finally available to pre-order.
Although, technically, some of you have already beaten us to it.
We opened pre-orders early to our Your Nudie loyalty club over the weekend, while the new collections made their first appearances in the wild at Edenbridge & Oxted and Chatsworth Country Fair.
Which meant I got the slightly terrifying privilege of watching people see Chapter 2 for the first time, in real life, while standing approximately three feet away from them.
Thankfully, nobody recoiled.
Quite the opposite.
After spending so long looking at these pieces through samples, spreadsheets, photoshoots and approximately 700 tabs on my laptop, seeing people pick them up, try them on and start choosing favourites has made the whole thing feel very real.
So, What Is Chapter 2?
When Nudie launched in June 2025, Maiden introduced what we wanted this brand to be: jewellery designed with skin in mind, made to feel as good as it looks.
Chapter 2 doesn't move away from that. It gets to have a little more fun with it.
Forme explores shape, movement and sculptural design. It's a different side of Nudie, but still made to be worn rather than merely admired.
And then there's Juicy.
Colourful, playful and designed to give the jewellery you already own a bit of a personality transplant.
They're different collections, but together they feel like the next step for Nudie. A bigger jewellery box without losing sight of why we started filling it in the first place.
From My Laptop to Your Jewellery Box
There's a strange point in developing a collection where it stops belonging entirely to you.
For months, I've known every decision behind these pieces. Every tiny detail I've stared at for far longer than any reasonable person should.
Now I get to find out what you think.
Which pieces will become the favourites? Which ones will I completely underestimate? Which combinations will you come up with that I'd never considered?
The first pre-orders are already in, and after this weekend, I'm more excited than ever to see where Chapter 2 goes.
Forme and Juicy are now available to pre-order, with 10% off as a thank you for getting in early.
Coming this autumn.
Love Sophie x
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