New Liverpool Jewellery Brand, Luna Nova, Launches: Meet The Founder

Luna Nova Jewellery was born from a moment of reinvention — a powerful turning point where founder Claire Davies chose to stop doubting herself and step boldly into a new chapter. Rooted in the idea of “New Moon, New Beginnings,” the brand blends meaning, quality, and confidence in every piece. In this interview, she shares the personal journey, challenges, and vision that shaped Luna Nova into the empowering brand it is today.

Luna Nova means “New Moon, New Beginnings.” What inspired this name, and how does it reflect your personal journey?

Luna Nova is incredibly personal to me. Turning 40 was a wake-up call — I’d spent so much of my life doubting myself, juggling a full-time job, being a single mum, and just keeping everything afloat. And then one day I thought: if not now, when?

“New Moon, New Beginnings” captures exactly where I was. Luna Nova isn’t just a brand name — it’s a reminder that you can start again, step into your power, and reinvent yourself at any stage in life. That energy is what I want every piece to carry.

As a single mum and founder, what have been the biggest challenges — and triumphs — in building Luna Nova?

The challenge is balancing everything — my full-time job, motherhood, and building Luna Nova from scratch. It’s exhausting, but I wouldn’t trade it for the world. I’ve always worked hard, and this is the first time I’m truly investing in a dream for myself.

The triumphs are the moments when someone tells me a piece made them feel confident or protected, or when I see my daughters proud of what I’m building. That connection is priceless. Every time I design or select a piece, I feel like I’m creating something meaningful — something that matters.

And this isn’t a flash-in-the-pan project. Luna Nova is for the long haul. We’re not chasing fast fashion or fleeting trends. Our goal is to build a sustainable, trusted brand with exceptional customer service — a brand my daughters will be proud to take over one day.

You’ve spoken about stepping into your power. How did that journey lead to creating Luna Nova?

For a long time, I didn’t follow my own advice — my first tattoo says “love yourself,” but I hadn’t fully lived that message. At 40, I decided to change that. I couldn’t keep telling people to be confident if I wasn’t living it myself.

Luna Nova became the physical expression of that journey. Our collections are about self-love, protection, and guidance — but the message is simple: everything you need is already inside you. The jewellery is just a reminder of that. I want it to speak to everyone, women and men alike, who wants to step into confidence while wearing something meaningful and beautiful.

Jewellery has always been a form of self-expression for you. How do you translate that into the pieces you design?

Jewellery has always been about identity for me. Growing up, my mum had this huge mirrored jewellery box, and I loved watching how a necklace or earrings could instantly transform her — it was like magic. Jewellery isn’t decoration, it’s empowerment.

When I select pieces for Luna Nova, it’s never about trends. It’s about meaning, quality, and feeling. We’ve spent time learning the best metals and plating to use, and we have a strict checklist for every item. If the materials or ethos don’t meet our standards, we won’t stock it — even if it would sell. Honest and simple.

Some pieces are perfect for everyday wear, while others are personalised with charms that do the talking. And we’re moving toward something I’ve dreamed of for years: moonstone and gold vermeil. That’s my goal, and I won’t stop until we get there. Perfection isn’t the goal — growth is.

What makes a Luna Nova piece “bold, timeless, and on point”? Do you design with a feeling in mind rather than a particular type of wearer?

Absolutely — it’s all about feeling. Bold isn’t about size, it’s about energy. Timeless isn’t about trends, it’s about pieces that speak for themselves. On point is that effortless finishing touch that makes you feel confident without even thinking.

We design for everyone — women, men, anyone who wants jewellery that’s meaningful, stylish, and empowering. If it doesn’t give that instant “yes” feeling, it doesn’t make it to the collection.

⁠How do you hope your jewellery makes people feel when they wear it?

I want people to feel empowered and connected — like they’re stepping into their best self. I want them to feel confidence, protection, and a quiet sense of self-love.

Whether it’s a personalised charm for daily wear or a statement piece from our upcoming moonstone and gold vermeil collection, Luna Nova is about celebrating what’s already within you. That’s the heart of the brand: the jewellery doesn’t create the confidence — it just reminds you it’s already there. And because we’re in this for the long haul, we’re building a brand that will be trusted, meaningful, and sustainable for years to come.

Explore Luna Nova’s range via lunanovajewellery.com.