The Interview: Liberty's Ruby Beales on curating one of London's most magical jewellery departments

The jewellery hall at Liberty is a must-visit, particularly in the lead-up to Christmas. Arguably this is the one department in the landmark London store where the personality of the retailer, and its discerning and creative consumer, is most evident.

It is currently home to almost 60 jewellery brands, spanning the fashion, demi-fine and fine jewellery categories with prices ranging from around £150 for a piece of fashion jewellery to £15,000 for a one-off fine creation. Every item in the department, whatever its price, has been selected to embody the Liberty point of view, which centres on craftsmanship and creativity.

In charge of curating the department is jewellery buying manager, the aptly named, Ruby Beales, who talks to us about her career background, her approach to buying and what it is that excites the exacting Liberty customer.

Please tell us about your entry into fashion and where did the passion for jewellery begin?

My career began at Burberry, where I coordinated press samples for fashion shoots – an amazing introduction to the industry and a real education in brand storytelling. From there, I joined Net-a-Porter in the PR team, but quickly realised I wanted to be closer to the product and the creative process itself. I applied for an entry-level role in the jewellery buying team, and that was the real turning point. Jewellery combined everything I loved about fashion – craftsmanship, creativity and emotion – but with a sense of permanence and artistry that felt truly special. Since then, I’ve been inspired every day by the makers and designers I work with – they’re the reason Liberty’s jewellery world is so unique.

What was it that drew you to Liberty in 2019?

Liberty has always represented individuality and discovery – two things that completely align with how I think about jewellery. I was drawn to its heritage of craftsmanship and creativity, and the idea of working within a business that truly champions independent voices. When I joined in 2019, there was a real opportunity to build something distinctive – a jewellery destination that celebrates both artistry and emotion.

What did the department look like when you arrived and what was the vision you had for it?

When I joined, jewellery was already loved by Liberty customers, but it had the potential to become a true destination. My vision was to create a space that felt both curated and characterful – where every brand had a story and where customers could discover something they wouldn’t find anywhere else. We focused on exclusivity, craftsmanship, and individuality – qualities that now define the Liberty jewellery experience.

Tell us about the Liberty customer. What makes them unique and what are they looking for with jewellery?

The Liberty customer is incredibly discerning and creative. They care deeply about craft and provenance – they want to know who made their jewellery and why. They’re not following trends; they’re collecting pieces that reflect their personality and values. They love alternative stones, unusual settings, and designs that feel meaningful and distinctive. Above all, they value pieces that last – jewellery that becomes part of their personal story.

Where do you look for inspiration when it comes to the edit you offer?

I take inspiration from everywhere – from our archives and Liberty’s incredible history of design, to art, architecture, and vintage markets. But I’m also constantly inspired by our designers themselves. Many of them are artists first and jewellers second, and seeing how they interpret materials and form keeps the edit fresh and exciting.

What makes a brand right for Liberty and your customer?

We look for brands that are doing something original – whether through technique, design, or storytelling. A Liberty brand doesn’t follow; it leads. We also look for a real point of view on craft. Our designers have an emotional connection to what they make, and that comes through in every detail.

How many brands are in the department now and what is the range of price points you offer?

We currently house 57 brands in the jewellery hall, spanning fine, demi-fine, and fashion jewellery. Our price points can start from around £150 for demi-fine pieces to well over £15,000 for one-of-a-kind fine designs. The range allows us to cater to both collectors and first-time buyers - but what unites it all is craftsmanship and character.

When curating the space, do you collaborate with the fashion and accessories teams, or is it fairly autonomous?

It’s a very collaborative process. Jewellery sits naturally alongside fashion and accessories, so we’re always in conversation with those teams – particularly around storytelling, materials, and colour. That said, jewellery has its own rhythm and customer mindset, so the curation remains quite independent to ensure it always feels true to the Liberty point of view. Where we collaborate the most is across the categories that fall within the Liberty brand as we often reference the same prints or use the same starting point from the archive to build a new range around.

Do you have customers who come specifically for jewellery, or are they shopping elsewhere in the store as well?

Both, absolutely. We have customers who come to Liberty purely for jewellery – whether it’s for an engagement ring, a milestone piece, or a designer they can’t find elsewhere. But jewellery also plays a key role in the wider store journey. It’s often the moment that transforms a visit into something special – the final piece that completes a story.

What have been your favourite finds of recent years?

There have been so many. There have been so many. Seb Brown and Grainne Morton were the first new brands I introduced when I joined Liberty - and were instant hits. They are bestselling brands still, nearly 7 years on. More recently, I’ve loved discovering emerging designers like Hargreaves of Stockholm who handcrafted fine jewellery pieces with an ethereal and fairytale-like magic to them. On the fashion end of the scale we have just launched NYC based brand Julietta, who has a bolder approach to design with a vintage inspired edge.

How often are you introducing new brands to the space and how do you work with the brands to make the Liberty edit special?

We tend to introduce a handful of new brands each season - but we do it thoughtfully. Every brand is a long-term partnership, and we often work together on Liberty exclusives or bespoke pieces that bring their story to life through our lens. It’s that collaborative energy that makes the edit feel so unique – every brand has a reason to be here.

Christmas is coming! Have you created an advent calendar for 2025?

Yes - the Liberty Jewellery Advent Calendar is back for 2025. It’s become one of our most sought-after pieces and always sells out quickly. This year’s design celebrates the theme of The Making of Christmas and features a mix of Liberty favourites and new discoveries – it’s a true collector’s piece that embodies the joy of gifting and discovery.

Liberty celebrated its 150th birthday this year, how did the jewellery department mark that?

It’s been such a special year. We marked the anniversary with a series of limited-edition pieces from some of our most beloved designers – including Suzanne Kalan, Solange Azagury-Partridge, Cece Jewellery and Ellis Mhairi Cameron. We also created a curated showcase of Liberty archive-inspired jewellery, celebrating our heritage of artistry and design. It felt like the perfect way to honour our history while looking forward to the next chapter.