**From Unfulfilling Office Job to Multi-Million-Pound Success: The Inspirational Rise of D. Louise**
A few years ago, Olivia Jenkins from Cardiff found herself stuck in an uninspiring routine – working a standard nine-to-five office job selling advertising space. Feeling unfulfilled and yearning for something meaningful, Olivia took an extraordinary leap of faith. Today, she stands at the helm of a thriving jewellery business, D. Louise, which last year achieved an impressive £10 million in turnover. The brand, now a notable name in British entrepreneurship, pays homage to Olivia’s late mother and is rapidly reshaping the affordable jewellery market.
Olivia’s entrepreneurial journey began not from an initial passion for business, but from a period of personal grief. While studying business management at Reading University—a choice she admits was mostly motivated by the fact her best friend was on the course—Olivia’s focus was never firmly academic. “I actually chose the course just because my best friend was on it,” she shared, reflecting on a time in her life when career ambition took a back seat to social pursuits.
Life, however, forced a change. After her mother Deborah’s death, Olivia found herself questioning her choices and purpose. Her then-boyfriend and now business partner, Jack Zambakides, observed her struggles and suggested she leave her job behind and strike out on her own. Jack, with his own track record selling clothes and accessories to celebrities and athletes, believed Olivia had untapped potential. “I handed in my notice the next day,” Olivia recounted, recalling the pivotal moment that would define her future.
Naming her business after her late mother, D. Louise became not just a company, but a living tribute. “It means I won’t let it fail,” Olivia explained. Memories of shopping for jewellery with her mother in Cardiff fuelled her determination to build something meaningful. Tragically, soon after starting her business, tragedy struck again when her brother Jack died by suicide. Olivia says her company became a way to channel her pain into purpose: “D. Louise has been that motivation… It’s more than just a company and more than just jewellery. It’s my light. It’s kept me going.”
Her partnership with Jack Zambakides, both personal and professional, has proven vital. Meeting at university during a night out, the pair describe themselves as opposites—“yin and yang”—with Jack’s keen business instincts complementing Olivia’s creative vision. “Liv is much more creative-minded than me,” Jack said, “and I know this would still be at level one if it wasn’t for Liv, because a business is extremely difficult without an amazing product.”
Choosing the jewellery sector was prompted by personal frustration with how traditional and even affordable pieces weren’t durable enough for everyday wear. Olivia set about sourcing a stainless steel material that offered the look and feel of high-end jewellery but at an accessible price point, suitable for wearing while showering, at the beach, or during exercise.
Jack, who grew up watching his grandfather run a traditional jeweller’s shop, noted the seismic shift in consumer habits. “Eighty percent of our customers are women buying for themselves – and generally they’re not waiting for special occasions. Part of that is because our prices aren’t as high.” This shift, accelerated by economic uncertainty and changing social attitudes, helped D. Louise carve out a strong niche in a competitive market.
Success, however, did not come overnight. The couple struggled in the business’s early days, facing constant financial pressures and resource limitations. Their watershed moment came with a remarkable Black Friday in 2022, which provided the capital they needed to scale. Industry expertise also arrived in the form of Steve Hewitt, former CEO of Gymshark, who not only provided invaluable advice but invested in the business, taking a ten percent stake.
Looking ahead, Olivia aspires to honour her mother’s memory further by opening the brand’s first high street store in Cardiff. Her journey, marked by loss and adversity, has been a lesson in resilience, resourcefulness, and the power of transforming pain into purpose. Olivia’s story stands as an inspiring example for others considering the leap into entrepreneurship – proof that out of the darkest moments, remarkable things can be built.