Ex-Gymshark chief Hewitt joins, invests in affordable jewellery brand D.Louise

Rapidly-growing UK-based jewellery brand D.Louise has secured new financing while appointing a new director. And Steve Hewitt, the former CEO and Executive Chair of sportswear retailer Gymshark, is responsible for both.

Hewitt is joining the fledgling business as its Investment Director. Although the size of his investment has not been divulged, the funding will be used to build on a “tremendously successful two years since inception [and] an impressive annual growth rate exceeding 100% in the coming year, giving the [business] the foundation to take the brand global”.

D.Louise founder Olivia Jenkins and the team began working with Hewitt through his advisory business Whanau in February. Although she said the brand “wasn’t seeking investment, however when Steve approached them about working together on a long term-basis, they felt his experience and expertise would be invaluable to scaling the business.”  

The jeweller now plans to use the investment to further accelerate its expansion efforts, “growing awareness by partnering with key ambassadors and hosting offline activations such as pop-ups and events”. Currently, its biggest markets are the UK and the US with 95% of sales originating from the two regions.

Jenkins added: “We aspire to not only dominate but also redefine the market, and Steve’s extensive experience, particularly his contributions to the direct-to-consumer giant, Gymshark, will prove invaluable on our journey.”

Hewitt said: “These days businesses with genuine, credible and compelling origin stories are a rare gem. Olivia Jenkins and the D.Louise team have built the brand around purpose and inspiring a community which is incredible to see and something very special. The Whanau team and I are incredibly excited to be part of their future journey  and cannot wait to join them as we grow the brand internationally.”