Celebrity-loved en route jewelry, whose designs have been worn by Bella Hadid, Camila Cabello, and Lola Tung, recently made its Los Angeles pop-up debut on Abbot Kinney Boulevard in Venice, giving shoppers a rare opportunity to experience the predominantly online brand’s beautiful jewelry in person. The event also offered an exclusive first look at its latest SUB ROSA collection, a striking combination of sculptural roses, thorns, crosses, and dramatic metalwork that brings a darker, more daring attitude to romantic jewelry.
And the jewelry itself is absolutely beautiful. The pieces have gorgeous finishes, intricate detailing, and a substantial, well-crafted appearance that makes them look far more expensive than they are. From delicate, feminine designs to bold statement pieces, en route delivers the kind of sophistication and attention to detail typically associated with much higher-priced jewelry. It’s the sort of collection that makes choosing just one piece rather difficult.
Beautiful Jewelry With a Distinctive Personality
Founded in New York in 2017, en route has built its identity around the idea that jewelry should be an extension of personal style rather than simply another accessory.
The collections reflect an interesting mix of romantic nostalgia, contemporary fashion, artistic influences, and unexpected design elements. Delicate florals, colorful stones, vintage-inspired details, and beautifully textured metals coexist with sculptural shapes and more unconventional pieces.
There’s an almost atelier-inspired quality to many of the designs, with an emphasis on proportions, finishes, and details that make each piece visually interesting.
What makes the collections particularly appealing is their versatility. A delicate necklace can add elegance to a simple blouse, while a dramatic pendant can transform an understated outfit. Several bracelets worn together create an entirely different look, and mixing gold and silver tones adds another dimension to personal styling.
The brand offers rings, bracelets, necklaces, earrings, and body jewelry, making it easy to experiment with different combinations rather than committing to one particular aesthetic.
Where Craftsmanship Meets Creativity
One of en route’s more interesting qualities is its approach to jewelry design. The company describes its creative philosophy through concepts such as aesthetic engineering and material alchemy, emphasizing how different materials, textures, and finishes can transform the character of a piece.
That philosophy is evident in the contrast between polished and textured metals, the use of natural stones, and the combination of delicate details with bolder sculptural forms.
The company also places considerable importance on craftsmanship. Its gold and silver-toned designs feature 18k gold or rhodium plating, depending on the finish, and the jewelry undergoes quality checks and wear testing before reaching customers.
The result is jewelry that has a refined, substantial appearance without the intimidating prices often associated with designer accessories.
Romantic, Playful, and a Little Rebellious
There’s something refreshing about a jewelry brand that doesn’t insist on defining women by one particular style.
En route’s creative identity embraces different moods and expressions of femininity, from soft and romantic to bold, playful, and provocative.
The brand’s website describes jewelry as something that should be felt as much as seen, emphasizing the emotional connection between a woman and the accessories she chooses.
That philosophy translates into collections that encourage experimentation. Some pieces are subtle enough for everyday wear, while others are designed to become the focal point of an outfit.
The SUB ROSA collection is an especially good example of the brand’s willingness to challenge conventional jewelry aesthetics. Its dramatic interpretation of familiar romantic symbols creates a look that’s feminine without being overly delicate, with just enough attitude to make the pieces stand out.
A Creative Community Beyond Fashion
En route also draws inspiration from the broader creative world, including art, music, street culture, and emerging fashion movements.
Rather than limiting its identity to seasonal trends, the brand works with artists, designers, and other creative voices who bring different perspectives to its collections.
This connection to contemporary culture helps explain the variety of its designs and their appeal to women who enjoy expressing individuality through fashion.
The brand’s celebrity following has also contributed to its visibility, with its jewelry appearing on personalities known for their distinctive personal style.
What’s Next for en route Jewelry?
With its tenth anniversary approaching in 2027, en route is entering an interesting new chapter.
Its recent Venice pop-up demonstrated the appeal of bringing its online collections into a physical setting, where shoppers could appreciate the jewelry’s textures, finishes, and craftsmanship firsthand.
The company has expressed interest in creating more opportunities for customers to experience its designs in person, alongside future collections that continue to explore more sculptural and unconventional aesthetics.
For anyone who appreciates beautiful jewelry with personality, en route offers an impressive combination of distinctive design, quality craftsmanship, and accessible elegance.
L.A.’s The Place spoke with en route jewelry about the inspiration behind its collections, its approach to craftsmanship, the influence of celebrity style, and what the brand has planned for the future.
Exclusive Q&A with en route Jewelry
L.A.’s The Place: How did en route jewelry begin, and what inspired the founders to create a brand that combines unconventional design with accessible pricing?
en route: en route jewelry started in New York in 2017 with a simple conviction: jewelry is ultimately about expression, and price shouldn’t be the barrier that limits it. We’ve always been design-led, with original designs, and we keep our pricing accessible so more people can express themselves in their own way. Next year, we celebrate our 10th anniversary.
LATP: Your website describes jewelry as a companion on a journey of self-discovery. How does that philosophy influence the pieces you create, and what do you hope women feel when wearing them?
en route: We see jewelry as a deeply personal symbol. A piece can mark a chapter, a mood or an experience, and choosing what to wear each day completes not only your outfit but the version of yourself you want to show. A lot of accessible premium jewelry sticks to commuter-friendly basics. Ours is designed with more personality, so there’s a piece for whichever side of yourself you feel like showing right now. If you’re discovering your more feminine side, you might reach for something girly like our Ivy Floral Bracelet or the Waterdrop & Whimsical Romance Stone Necklace Set. If you want to show the world a more indie side, our Petra Multi-Stone Drop Necklace or Athena Bracelet have a harder, amulet-like feel. Many of our designs also layer and mix, so each person builds her own styling language over time. If you have personality, we hope you’ll find yourself in en route. What we hope she feels when she puts a piece on is simple: “I’m ready. This is me.”
LATP: en route jewelry embraces romantic nostalgia, playful expression, and sensuality. Where do you find inspiration for these different aesthetics, and how do you bring them together in a collection?
en route: We watch what people are wearing, listening to and looking at, and we follow what’s shifting in music, art, the internet and street culture. Those signals feed the design, but they’re never the answer on their own. Our team filters them through our own forms, textures, proportions and details. Romance comes from nostalgia, the feeling of forgotten dreams and love letters never sent. Playfulness is teasing, bold and a little provocative, and it shows up in details that surprise. Sensuality is about touch, because each piece is made to be felt, not just seen. A collection comes together when all three live in the same piece.
LATP: Your craftsmanship philosophy includes something you call “material alchemy.” Can you explain how you experiment with textures, finishes, and materials to create jewelry that feels distinctive?
en route: Material alchemy is how we turn a material into a feeling. Design always comes first: we decide what a piece should feel like, then ask which material, texture and finish can get it there. A molten, uneven surface feels raw and a little rebellious. A brushed finish feels soft and quiet. A heavy, sculpted form feels protective. Natural stones are one of our favorite elements to work with. No two stones are exactly alike: the bands in a tiger’s eye or the warm glow of a carnelian shift from one piece to the next, so the piece you wear is truly your own. We love that a little bit of nature makes it personal. We also like to mix: warm gold against cool silver, polished edges against textured ones, a delicate motif on a bold shape. That contrast is often what makes a piece feel distinctive rather than basic, and it lets everyday jewelry carry a real statement without compromising on quality. Our new Sub Rosa collection shows it best: classic roses and crosses rebuilt as heavier, sharper, sculpted metal, and even a lighter case carved into a pendant, turning an everyday object into something personal.
LATP: Affordable jewelry can sometimes come at the expense of quality. What materials and production techniques do you use, and how do you balance durability, craftsmanship, and price?
en route: For us, quality matters as much as the design, and so does the experience our customers have with every piece. Our goal is to make good design accessible without compromising what the design is meant to deliver. Most pieces spend 6 to 12 months in development, from sketch to sample to production, so even our weekly drops reflect months of work. Behind the accessible price, there’s a lot of handwork: along our production line, skilled hands assemble, set stones, add texture, polish and string beads, and each piece goes through multiple rounds of quality checks before it ships. Gold and silver tones are finished with 18k gold and rhodium plating, and samples go through wear and plating tests before a design is approved. A product only goes to market once it delivers the quality we want, and every piece is backed by a 100-day warranty.
LATP: en route jewelry has attracted attention from celebrities including Bella Hadid, Lola Tung, and Mika Abdalla. How did those connections develop, and what impact has celebrity visibility had on the brand?
en route: Our celebrity moments come from organic discovery, stylist pulls and PR gifting, not paid endorsements. We’re proud that artists, musicians and cultural tastemakers pick our original designs on their own. They’re strong self-expressers who help shape culture, so when a piece enters their world and takes on their own expression, that creative resonance means the most to us. It has also introduced en route jewelry to new audiences who discover the brand through the way these women style it.
LATP: Jewelry trends seem to move faster than ever, from Y2K nostalgia and layered necklaces to bold statement pieces and mixed metals. Which trends are you seeing gain momentum, and which do you believe have staying power?
en route: We pay attention to trends, but we don’t design for them. What we’re feeling right now is a pull toward pieces with more attitude: a darker, sharper kind of romance, like the one in our new Sub Rosa collection, where sculpted roses meet thorns and crosses. What we believe has staying power is jewelry as self-expression. Layering and mixing will always last because they’re personal: everyone builds her own combination, and no two look the same. To us, being fashion-forward means staying connected to culture as it happens while keeping your own point of view, not copying the moment as fast as possible.
LATP: Your collections encourage individuality rather than following one particular fashion aesthetic. How do you approach designing for women with such different personalities, lifestyles, and tastes?
en route: We don’t design for a type of woman. We design for moods, because the same woman can be soft on Monday and sharp on Friday. So each collection moves across a range, from delicate pieces you’ll wear every day to bolder ones for when you want to be seen, and many designs come in both gold and silver tones so they fit the way you already dress. Then we watch closely how our community actually wears them. The same Sub Rosa bangle shows up with a slip dress, a hoodie and a vintage blazer, and that tells us more than any trend report. A lot of our next ideas start there.
LATP: en route jewelry emphasizes supporting emerging artists, designers, and creative voices. Can you share an example of a collaboration that brought an unexpected perspective to your jewelry?
en route: Supporting the next generation of creatives is part of who we are. We work with rising artists, designers and cultural thinkers across disciplines, because a new perspective often pushes our design somewhere we wouldn’t have gone alone. Our creator community is a good example of this: they’re early discoverers who spot new designs and cultural signals before most, and they often show us new ways to wear and read our pieces.
LATP: Looking ahead, what can we expect from en route jewelry in terms of upcoming collections, creative collaborations, and the future direction of the brand?
en route: Next year marks our 10th anniversary, and we want to celebrate it with the community that got us here. We’re not ready to reveal specifics yet, but the direction is clear. Design will keep leading everything we do. We want to push our creativity further, with new collections that carry the spirit of Sub Rosa: more sculptural, more surprising, more attitude. Just as important is how it feels to be part of en route, from the moment you discover a piece to the day you’re still wearing it years later. That means quality you can trust, an experience that feels personal, and more ways to meet us in real life.
Our first LA pop-up on Abbot Kinney this fall showed us how much it means to see people try pieces on and hear what they love, and we want to create more of those moments. Whatever comes next, it should feel unmistakably en route, and leave room for each woman to make it her own.
Explore the collections at en route jewelry.
