behind the brand

Our Story

“Beautiful jewellery design feeds our soul, uplifts our spirits and whispers to us that anything is possible. It is a potent antidote to the ordinary.”

- Jo Tory, Creative Director and Founder

Self-expression by design


Since 1986, NAJO’s harmonious jewellery designs have empowered individuals to express themselves creatively and beautifully while staying true to their personalities. Fusing unconventionality with a timeless appeal, our sophisticated and bold jewellery design aesthetic is unique. 

Our NAJO story is your story. Because the way you interpret our pieces and ascribe meaning to them inspires us to imbue every design with beauty and soul. We’re passionate about enabling you to wear our pieces with joy and tell your story without words. 

Our founder and creative director


Born in Australia, Jo Tory is proud to be one of the country’s pioneering female founders. She has been our Creative Director since NAJO’s formation, steering the company to be one of Australia’s most successful fine jewellery brands today. Jo also sits on the Jewellers Association of Australia’s Board of Directors, where she actively promotes the highest standards and ethics within the Australian jewellery industry.



Jo grew up with a love of contemporary sterling silver jewellery in a household where her silversmith mother designed and crafted her own pieces. The inspiration for the NAJO brand came from Jo’s travels to Mexico in the 1980s, where she experienced the extraordinary craftsmanship of the silversmiths and their divine jewellery pieces that told stories of Mexico’s rich mosaic of life, culture, arts, fashion and history. 

“I decided to stay in Mexico for a while as I discovered a flourishing silver jewellery industry in one of the towns nearby. Everything was skilfully handmade and hand-polished, using high-quality silver from local mines. I started collaborating with the workshops, creating solid, well-crafted silver designs with clean, contemporary lines and oxidised patterning and trims, and the NAJO brand was born. These workshops remain an integral part of our NAJO family, and their skills have been handed down to the next generation. I’m proud to be as much a part of their success stories as they are a part of ours.”

“I envision jewellery as a primal desire for human expression. It communicates who you are and has transformational powers. Everyone has their own story to tell, and the way you interpret our unique Australian jewellery inspires us.”

Jo Tory, Creative Director and Founder

Jewellery design that honours Earth’s gifts


Over the years, the NAJO brand has become synonymous with beautiful design and impeccable craftsmanship that magnifies the inherent beauty of our sterling silver, gold, and striking gemstone pieces. Our fine jewellery designs pay homage to the high-quality, ethically sourced precious metals and gemstones we use, gifted to us by nature.

Creating harmony between jewellery and nature


NAJO’s enduring aesthetic is forever defined by Mother Nature’s artistry. We’ve long admired her ephemeral beauty in the world around us. Perfectly imperfect pebbles, ethereal dewdrops, cascading water – our pure design ethos balances elegance and beauty with timelessness. The sense of proportion of our designs, the clean, uncluttered lines, and the harmony in how the elements play out speak to those who wish to express understated sophistication and style.

Impeccable craftsmanship that endures


Jewellery with beauty and soul is only possible thanks to the remarkable talent of some of the world’s best silversmiths, jewellers, and stone cutters. Over the years, we’ve built enduring relationships with these artisans who are as passionate as we are about slow jewellery and consistently upholding NAJO’s unique aesthetic. 



NAJO’s studio is based in Redfern, an inner-city Sydney suburb brimming with creativity, cafes and cultural heritage. Our close-knit team is primarily female, and many of us have worked together for decades.

All of us are travellers and explorers with a passion for design, an eye for beauty, and a love of slow jewellery that endures. Our diverse expertise crosses industries and continents, enabling us to bring unique perspectives to the creative table. We absolutely love what we do and why we do it: to create jewellery with beauty and soul that empowers women to express themselves creatively and beautifully while staying true to their personalities.