Our Story
Soni means jeweller. It's our surname, and it's the family trade.
Our grandfather had a jewellery shop in Abu Dhabi, and we grew up in it. As kids we sorted stones and learned to tell good workmanship from bad. The trade goes back in our family further than any of us can trace.
During lockdown we started experimenting with creative projects, and we realised we wanted to follow a creative path. We kept coming back to the same thought: how good would it be to have one place that brought artists together, and where people could come to learn and make something of their own?
We opened Ellora in Wimbledon in July 2026 to be that place. We wanted a shop that doesn't feel intimidating, where you can take your time and the pieces have room around them.
It's also somewhere you can tell us your story, and we'll make something that's uniquely yours.
Everything we sell comes down to a few things we care about: well-made jewellery, responsibly sourced materials, and pieces you'll actually wear.
Come and have a look at 152 Arthur Road, or browse online.