As Edinburgh boutique ætla celebrates its fourth anniversary, its founder says she is thankful for her success thus far and will continue to focus on Scottish jewelers while adding features to intrigue clients, such as a jeweler residency program.
Fine jewelry consultant Keira Wraae-Stewart opened ætla in 2020 with the intention of championing Scottish jewelry craftsmanship, she says. The store, located in the Stockbridge neighborhood, has showcased some of Scotland’s most celebrated designers, such as Grainne Morton, Ellis Mhairi Cameron, and Alison Macleod.
Heading into the new year, Wraae-Stewart plans to expand ætla’s partnerships with innovative creators, including collaborations on handmade, ethically sourced jewelry. She says she wants to keep the party going for years to come.
“We are incredibly proud of how far ætla has come in just four years. Our success is a testament to the dedication of local artisans and our commitment to offering clients something truly unique and meaningful,” Wraae-Stewart says.
While opening a brick-and-mortar store during a global pandemic was a risk, ætla was able to stand out through its mission of valuing quality, authenticity, and personal expression, Wraae-Stewart says.
Those values are central to the ætla residency, which debuts this month with Susannah King and Sarah Straussberg. Resident jewelers—who may be emerging or well-known designers—will have their work featured by aetla in-store and online. The goal is to offer a different lineup of designers every quarter, giving clients new jewelry and brands to explore, Wraae-Stewart says.
For her ætla residency, King—a fourth-generation goldsmith based in London—is creating an exclusive collection, using responsibly sourced materials and meticulous attention to detail.
“More and more, customers are prioritizing sustainability and authenticity in their buying decisions. They want to know the stories behind the pieces and are on the lookout for unique items that truly reflect their individuality and values,” says Wraae-Stewart. “It’s been wonderful to see this growing appreciation for handmade and ethically sourced jewelry.”
During this holiday season, Wraae-Stewart maintains her commitment to quiet luxury, avoiding social media trends like maximalist jewelry or “messy girl.”
“Simplicity can make a powerful statement, and our collections reflect that vibe with timeless and sophisticated pieces,” she says. “While some folks might lean toward maximalism, we’re really focusing on the beauty of understated designs that let individuality shine through.”
Looking ahead to 2025, she thinks retailers will need to offer greater transparency to clients, who want jewelry to say something about them to purchase it.
“I believe that the demand for personalized experiences and bespoke services will rise as people want to feel a deeper connection to the jewelry they choose. It’s all about finding pieces that resonate with them on a personal level,” Wraae-Stewart says.
For the ætla customer, the vintage and antique jewelry that the store offers might fit that bill, she says. “These pieces carry a sense of history and uniqueness that modern designs often just don’t have. Each item tells its own story, adding layers of meaning that really resonate with customers.
“Plus, vintage jewelry is a great choice for those who care about sustainability. Buying these pieces is a way to recycle and honor the amazing craftsmanship of the past,” says Wraae-Stewart. “Many shoppers appreciate the artistry and detail that go into older designs, making them feel truly special and one of a kind.”
Top: Keira Wraae-Stewart is celebrating her Edinburgh store ætla’s fourth anniversary. (Photos courtesy of ætla)
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