WHY SHOULD BEAUTIFUL JEWELRY BE DIFFICULT TO WEAR EVERY DAY?

ADAH.CO started with a small, annoying problem. A necklace that turned dull after two weeks. Earrings that made my ears sore by lunchtime. A ring saved for good occasions that never really came.

It didn't add up. Jewelry is supposed to be the easy part of getting dressed — the thing you put on without thinking and take off without worrying. So we started looking for pieces that could actually live with us: through washing up, gym sessions, rain, swimming, ordinary Tuesdays.

What we found was mostly either expensive or disappointing. So we made our own instead. Stainless steel bases with 18k gold plating, nickel-free and finished to resist tarnishing and water. Designs kept simple enough to wear for years, with one small detail that stops them looking like everything else.

We also decided the prices had to stay honest. Not because the pieces are throwaway, but because we think you should be able to own three things you love instead of saving for one you're scared to wear.

That's the whole idea: jewelry you forget you're wearing, and remember you love.