Women in Luxury: Matilde Mourinho, jewellery designer
The Portuguese-born, Chelsea-based founder on building an ethical jewellery business on her own terms
Starting a business with little experience during the middle of a pandemic is hardly a recipe for success – but largely, one suspects, due to grit and determination, Matilde Mourinho has made it work. Built around conscious luxury, championing lab-grown diamonds and recycled gold, Matilde Jewellery is now celebrating five years in business. Her advice? Just start.
Having grown up watching her father, world-renowned football manager José Mourinho, dominate the world of sport, passion and determination were instilled in her from a young age. But perhaps what has given her business the biggest headstart in a crowded market is its raison d’être: sustainable luxury.
More than a buzzword, Matilde Jewellery specialises in 100 per cent recycled metals, with every supplier holding recognised certifications, such as membership of the Responsible Jewellery Council or climate neutral status, before making it into the workshop. Unsurprisingly, this ethos has been a huge hit with not only loyal customers, but celebrities such as Raye, Amelia Windsor, Kate Hudson and Kylie Minogue.
Five Stones collection
With prices ranging from £105 to £4,000, and signature designs including gold huggies and diamond necklaces, Matilde’s niche is elevated everyday pieces that don’t impact the planet. To mark the brand’s fifth anniversary, Mourinho has just launched a limited-edition Five Stones collection – each stone representing a year of growth, resilience, and sustainability. Here, we sit down with the 29-year-old founder to discuss carving out a presence, trusting your vision and growing an independent business.
I wanted to be a marine biologist, but very quickly realised biology wasn’t exactly my forte. After that, I knew I wanted to do something creative, so I explored a few different paths. At one point I dreamed of being a photographer, and at another I really wanted to work for fashion magazines. Because of that, I ended up gaining a lot of experience across different areas of the creative industry, learning skills and building connections along the way. Looking back, all of those interests and detours helped shape my perspective and ultimately led me to where I am now – and they all played a part in the journey that led to Matilde Jewellery.
I wouldn’t say I had a super clear career path, but throughout my time working in the industry I was able to explore so many different sectors – from online retail to magazines, styling, events, and more. Each role taught me something new and gave me a broader understanding of how the industry works. Eventually, all of that experience inspired me to pursue my Master’s degree, and it was during that time that I started to dream up the concept for Matilde Jewellery and began laying the groundwork for what it would eventually become.
I didn’t have a specific jewellery background, so I had to learn a lot as I was doing it, since my background is more in creative direction and entrepreneurship. I also launched during Covid, which was a challenge, and made us find new ways to connect with our audience when the world was in such a weird state. All of it was learning lessons.
It really depends, and I love how every day is never the same. On the most average day, I start by waking up, making myself a coffee, and checking my emails or messages to see if anything urgent has come up. From there, I look over my schedule and, depending on what I have planned in terms of Zoom calls, deadlines, or in-person meetings, I’ll structure the rest of my day around those commitments. Most of the time I work from home, which gives me a lot of flexibility, but on days when I have a shoot or specific tasks that need to be done on site, I’ll be out and about. No matter what, I enjoy the variety and the fact that each day brings something a little different.
The best part is, without a doubt, the people I get to meet and work with. From other creatives in the industry to the customers I collaborate with on bespoke pieces, I’m constantly inspired by the passion and stories everyone brings to the table. Seeing someone connect with a piece we’ve created together is incredibly rewarding.
As for the challenges, I wouldn’t necessarily say there are ‘bad’ parts, but it can be a bit harder to fully disconnect from work because you feel so personally attached to it. However, that’s also part of the beauty of running your own business – the passion, the responsibility, and the sense of ownership all go hand in hand.
Winning Professional Jeweller’s Emerging Jewellery Brand of the Year in 2021. That moment really signified to me that Matilde Jewellery was worth building and continuing to grow, and it gave me a huge boost of confidence in the vision behind the brand.
Another career highlight would definitely be seeing Raye wear our pieces – I’m absolutely obsessed with her, so that was a real pinch-me moment and something I’ll always be proud of.
I think it’s always important to highlight independent makers in any industry, and being a part of that world doesn’t mean you can’t celebrate others within it. In fact, I think it’s essential. There’s so much talent out there, and when brands and creatives genuinely support each other, it creates space for innovation, collaboration, and community. Great things happen when we lift one another up, and the industry as a whole becomes stronger because of it.
Any setback is a lesson in some way or another. There are always going to be tough moments, and when you’re running your own business, you tend to feel those challenges even more deeply. Over time, it’s taught me to try to view setbacks in a less negative way and to use them as opportunities to learn or redirect. I think we’re so used to hearing the word “no” and immediately attaching disappointment to it, but I really do believe that things happen for a reason. Sometimes a no simply clears space for a yes somewhere else. I try to carry that mentality with me, and it’s helped me stay grounded and optimistic even during the more difficult periods.
Hard! I think it’s really difficult to do that when it’s your own business. I pour 100 per cent into everything I do, so even if I’m at home and I’ve just finished dinner, the moment I see an email come through my instinct is to respond right away. I know in my head that it can wait until tomorrow, but actually allowing myself to switch off is another story. Finding that balance is definitely something I’m still working on, and learning to set those boundaries is very much a work in progress!
Put on a cosy outfit and a face mask, put on a good movie or TV show, light a candle, and order the perfect Deliveroo depending on what I’m craving in the moment. For me, it’s all about creating a little atmosphere where I can completely switch off, relax, and enjoy some comfort food and downtime.
My mum. She’s the person I’m most inspired by in every way.
I think a good balance is kind but firm. For me, it’s really important that the environment feels comfortable and safe and even fun at work, so I try to carry that.
I think there’s been a shift towards more women taking up leadership roles and being recognised for their creativity and business sense, which is great to see. When I first started, a lot of the big names in luxury were still quite traditional in that sense, but now there’s a much wider range of voices and perspectives shaping the industry. It feels like people are finally starting to value talent, individuality, and authenticity rather than expecting everyone to fit into a certain mold. There’s still progress to be made, of course, but it’s exciting to watch the landscape evolve and to see more women confidently taking up space in these roles.
I’d love to see things continue in that direction, to the point where gender isn’t even a factor that needs to be discussed. The ideal scenario is that everyone, regardless of gender, has access to the same opportunities, recognition, and respect in their work. For me, it’s about creating environments that encourage creativity, collaboration, and flexibility, so that people can thrive and feel genuinely valued. If we can keep moving toward a more inclusive and supportive industry culture, I think the work we produce – and the people behind it – will only become stronger.
Definitely. I think people now put a lot more focus on balance and purpose rather than just climbing a ladder for the sake of it. There’s a much bigger appreciation for doing something meaningful and building something that feels personal, rather than simply following a traditional career path because it’s expected. It’s become more acceptable to explore different interests and to define success on your own terms. I think that’s a positive shift – it’s made people more open-minded about what success looks like and encouraged them to prioritise fulfilment as well as achievement.
I think sometimes it’s still about confidence and having your voice heard in certain spaces. There’s still progress to be made in making sure everyone feels equally supported and respected, but I do think things are moving in the right direction.
Don’t be afraid, and think less of what people think of you.
I would say: just start. That’s often the scariest part, and it never really feels like the ‘right’ time, so taking that first step is crucial. Of course, make sure you’ve done the research and groundwork to prepare yourself, but at some point, you must trust your vision and go for it. You’ll learn a lot along the way, and waiting for the perfect moment usually just holds you back. Just start and allow yourself to grow from there.
Visit matildejewellery.com
Read more: Molly Anderson, head of women’s tailoring at Richard Anderson