Brands of Tomorrow is Walpole's business mentoring programme for emerging luxury brands. Over the course of a year, we take up to 12 carefully selected, early-stage brands through a twelve-month programme of workshops and professional mentoring that will help develop their business skills and set them on a path to growth. Discover all of our Brands of Tomorrow 2025 here
Walpole: What is your career background – and how did that lead to launching your company?
Matthew J Jones: I started out in the watch world, working closely with clients – many of them Premier League and international footballers – helping them to source the timepieces they were after. That gave me a front row seat to the growing intersection between luxury and sport. Through this, I noticed that there was a real gap in the market, particularly when it came to men’s fine jewellery. Outside of watches, there were very few creative or elevated options for male clients, especially those in the football world. It was either a watch or nothing.
That’s what sparked the idea behind MJ Jones. I wanted to create a brand that felt disruptive – something that challenged the norms of traditional fine jewellery, but still held onto the luxury, precision, and artistry that defines it. For me, it was about innovation, personalisation, and building pieces that really reflect the individuality and achievements of our clients.
Tell us about your company…
Made in the heart of London, our mission at MJ Jones is to create extraordinary jewellery that tells your story. Each collection is fully customisable, designed to reflect individuality and celebrate life’s special moments. Our commitment to excellence and visionary approach is at the core of every piece, blending cutting-edge technology with bold designs. We are proud to serve a diverse community, including world-renowned sports stars, celebrities, and individuals who seek to express their identity and commemorate success with timeless, personal designs. We don’t just craft jewellery, we create symbols of enduring legacy.
Why was launching this company important to you?
I launched MJ Jones because I saw a genuine gap to create something new in the world of men’s fine jewellery. It felt important to build a brand that could bring creativity, emotion, and identity into an often-overlooked category. I wanted to give clients, especially men, the same depth of personal connection to jewellery that’s traditionally been available in other areas of luxury. For me, it’s about more than just a product, it’s about meaning, legacy, and self-expression. Launching MJ Jones was my way of reshaping the narrative around what fine jewellery could be and who it’s for.
How does your company represent the future of British luxury?
We represent the future of British luxury by pushing boundaries creatively, culturally, and technically. MJ Jones blends traditional craftsmanship with innovation, bringing fresh energy to a space that’s often defined by heritage alone. Our focus on customisation, technology, and storytelling is designed for a new generation of luxury clients who want more than just a beautiful object, they want something meaningful, personal, and built to last. At the same time, we remain proudly rooted in London, with our headquarters situated by the iconic Tower Bridge, contributing to the city’s ongoing reputation as a hub for bold, forward-thinking design.
What’s an important value for you that you’ve ensured is part of your business?
Resilience is the most important value that we embody at MJ Jones; it’s at the forefront of everything we do. Anything is possible you’re resilient. We believe resilience is the proactive mindset that shapes enduring legacies in the relentless pursuit of success.
Tell us about an obstacle you’ve experienced in establishing your business, and how you overcame it?
One of the biggest challenges was navigating the early stages of the brand without a traditional retail presence or large-scale marketing budget. We were building a new category with a very specific audience in mind, which meant we had to be strategic and patient. The way we overcame that was by focusing heavily on the product and our relationships. We prioritised quality, design, and service, and let the pieces and our clients do the talking. That built trust and word-of-mouth in a niche-but-influential network, which became the foundation for everything that followed.
What is your ultimate goal for your business? What’s the dream?
The dream is to scale MJ Jones into a globally recognised luxury brand. We want to see our fine jewellery in flagship stores around the world with a strong retail presence that reflects the quality and creativity of what we do. Beyond that, it’s about building something that transcends jewellery. We want MJ Jones to be known not just as a fine jewellery house, but as a true luxury lifestyle brand – one that celebrates the intersection of craftsmanship, sport, and culture. I want it to be a brand that pays homage to excellence and individuality, while continuing to innovate and push boundaries in the luxury space.
What’s a key piece of advice you’d share with another entrepreneur that you’ve learned or been given on your journey?
Stay focused on your vision, even when the path isn’t clear. It’s easy to get distracted by comparison, especially in the luxury space where there’s so much legacy and expectation. It’s important to always be authentic and stay true to yourself and your values. That mindset helped me stay resilient through the setbacks, trust the process, and keep the brand aligned with what it’s truly about.
Learn more about MJ Jones at mjjones.com
