A note from Sham, the founder

We're live! Welcome to Sondr London.

Hi there.

I’m Shamim, but most people call me Sham or any number of variations on it. This is my face.


Thanks for reading my first ever blog post and welcome to Sondr London. I wanted to introduce myself and this adventure I’ve started with Sondr. What are we about, why am I here, what am I doing? A recurring set of questions I’ve asked myself in my mid to late 20s.

By day she crunches numbers, by night she...crunches more numbers to be honest, just ones to do with jewellery.

An accountant and a budding designer? Doesn’t feel right to say it. I’ve never gone through any sort of design school so there’s a huge sense of imposter syndrome. All I have to say is that I’ve always felt very 50/50 in my interests and personality. I’m an extroverted introvert. I enjoyed maths but also craved creativity. I’m laid back but also like to be organised and plan. Personality tests hate me. I'm all over the place.

It’s a difficult constant inner battle that’s for sure.

I need to feel stimulated across the board. My day job wasn’t quite filling the creativity quota, so off I went to Hatton Garden and began to create pieces after work.

Having a wonder, ponder and finding sonder

Sonder is a Scandi word meaning that everyone has their own story to tell.


Let me take a step back. I love travelling.

I waved goodbye to my tearful mother and my angry dad on my first ever solo trip to Thailand when I was 21. Angry because he forbid me (haha, as if that was ever going to work).

I never looked back.

Ao Thong Nai Pan Beach

Ao Thong Nai Pan beach

I was nervous until I got to my first ever hostel and met someone from Stratford. Travelled all that way to meet someone who lived 10 mins from me(!) We straight away wandered off down the road to eat some of the best and cheapest food I’ve ever had. The tastes, the unfamiliarity, the chaos. It was all so unknown, I was off.

On that trip I met these two incredible German girls who were so witty I was so enthralled by their confidence and sharp humour. I also met these three amazingly upbeat, positive, fun Aussie girls and the loveliest girl Nicola, who actually was the first person that ever got their hands on a Sondr London piece! My social circle had very similar types of people and I just LOVED getting out of it and hearing what others did for a living, for fun, what made them excited, sad, what got them out of bed in the morning, why were they travelling. People had such different stories, points of views, interesting things to say and frankly, I was hooked.

Full Moon Crew

On our way to the Full Moon party.

I don’t mind being by myself, I love spending time on my own and travelling on my own, you talk to more people than you do when you’re with friends.

I’ve carried that love on all my travels.

I wanted to create jewellery that was inspired by some of the things I’ve experienced, felt or wanted to celebrate. With that, I want to incorporate being able to tell the stories of the people that might have inspired me or are embodying the meaning of the jewellery.

I then came across the word Sonder and as you can now probably tell. It was perfect. Everyone has a story to tell and I want to celebrate that.

You could probably say that my jewellery is me immortalising the memories I’ve made, experiences I’ve had and the ideas I want to celebrate.

Thanks for reading my first ever blog post. There's so much I want to do with Sondr and I can't wait to share it with you all.



A few more pictures from the solo trip that started it all



Feeding frenzy

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