There are some moments in building a brand that feel quite big, but also slightly surreal to write down.
Nudie Jewellery is now live on Debenhams.
Even typing that doesn’t quite feel real yet.
From the outside, getting onto a marketplace like Debenhams can look like a polished milestone. A neat announcement. A clear “we’ve made it” moment. The reality, at least for me, has been something very different.
It’s been learning how to use someone else’s very expensive studio camera without breaking it. It’s been hours of editing product photos (and wondering at several points whether I’d have any hair left by the end of it). It’s been spreadsheets, image links, formatting, rewriting descriptions, and realising that every small detail takes longer than you expect.
There isn’t really a “ta-da” moment. It’s more a series of small wins that eventually add up to something live.
And that’s where we are now.
The Nudie collection is on Debenhams. Not perfectly. Not completely finished. But live.
For a brand like Nudie, this step matters. It means being able to reach a wider audience, to sit alongside established names, and to quietly introduce something a little different — jewellery designed with skin in mind, created to feel as good as it looks.
But more than that, it feels like a marker of progress.
Not a finish line, just a step.
There’s still a lot to refine. Listings to improve. Imagery to keep evolving. And no doubt a few things that will need fixing along the way. But getting to this point felt worth pausing for, even briefly.
So this is that pause.
A small moment to say it’s live, to take a breath, and then to carry on.
Because if there’s one thing I’m learning, it’s that most of these milestones don’t arrive with a big reveal. They arrive quietly, somewhere between a spreadsheet and a late night, and you only really notice them once you stop for a second.
And then it’s on to the next.
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