Why Hailey Bieber's letter pendant created waves across the world

It was in 2023 that model and entrepreneur Hailey Bieber was seen wearing her initial necklace for the first time - and the world were obsessed. 

The necklace was quickly identified as a custom piece from American jeweller Alex Moss - based in New York and well known in the industry for crafting statement pieces for some of the most renowned, and fashion-forward celebrities in the world. Alex himself told PEOPLE that it was Hailey herself who had the idea for the bubble-like design - a B for Bieber, and Hailey's maiden name, Baldwin. 

The world has kept their obession with Hailey Bieber's jewellery collection as we have watched her become the queen of monogram jewellery. She has repeatedly been spotted wearing many different letter and word-pendants: her son’s name in diamonds, a ring spelling out the most important role of her life: MOM. She has also extended her collection of Alex Moss’  bubble letters with matching JBB and JB pendants - for her husband and son. 

Why were we so obsessed with Hailey's letter pendant? 

The fact that the necklace had the internet obsessed - practically exploding with interest - confirmed what we already know: while we look for clothes to express ourselves, follow trends or experiment, we want our jewellery to carry emotion.  When most people search for their forever-pieces we search for jewellery pieces to invest in and wear for rest of our lives, we look for pieces that remind us of the things that mean the most to us. 

The letter pendant has for hundreds of years  been a favourite piece for those who hope to add a personal touch to their jewellery rotation. 

English Queens and 00's pop stars 

Anne Boleyn, the second wife of Henry VIII of England, was famously depicted wearing a “B” around her neck, adorned with pearls - but it is worth noting that the portrait was not painted until roughly 100 years after her death in 1536, and there is no evidence that she actually ever wore a necklace of the sort. 

Today, initial and monogram jewellery is probably more associated with early 2000’s fashion and pop culture than English queens in the 16th century. Carrie Bradshaw’s most notorious piece of jewellery in Sex and The City was her Carrie-necklace, and the big popstars of the time - Britney Spears, Alicia Keys, Beyoncé - were all seen sporting diamond-encrusted variations of initial jewellery at the time. 

A piece you'll never regret 

Carrying an initial pendant representing someone or something that you love is a beautiful way of carrying them with you. Whether you prefer an eye-catching statement, like Hailey, or a more subtle version - it’s a piece you’ll never regret. 

Keep scrolling to see our favourite ones - or browse more here. 

Letter Pendant - Dulong Fine Jewellery 

The Letter Pendant from Dulong Fine Jewellery is one of the brand’s most notorious pieces - and one of the most beautiful. The Copenhagen-based brand makes it in several different versions - a smaller one and a larger one, in silver or 18K gold, with a diamond detail or without. 

Dulong Fine Jewelry was  founded by jeweller Marianne Dulong and stylist Anja Camilla Alajdi — two women who have spent more than two decades building a brand rooted in the conviction that nothing should ever be left half-done. Every piece is handcrafted by highly trained goldsmiths in the brand's Copenhagen atelier. Find it here.

Initial Gold Pendant - AKIND 

The initial pendant adorned with lab-grown diamonds, and is a statement piece that reminds us of the celebrity monogram jewellery of the early 2000’s. Available in 14k gold or whitegold. 

AKIND is a Stockholm-based fine jewellery brand founded in 2019 by Anna Wallander. All pieces are designed in Stockholm and handcrafted by skilled artisans across specialist workshops in Spain, Italy, Germany, and Thailand, AKIND creates timeless, minimal jewellery in 100% recycled gold and silver with exclusively lab-grown diamonds and gemstones.  View here.

The Becoming Eternity MAMA  Ring - Formés Fine Jewellery 

If you’re a fan of Hailey Bieber’s MUM ring, the Becoming collection by Formés is the way to go. The collection contains, aside from MAMA, rings spelling out DAD, MOM, GIRL or BOY -   in 18K gold or whitegold, plain or with an eternity band of lab-grown diamonds. 

Formés is an independent fine jewellery brand founded in 2020 by Viktorija Kančinian — a second-generation designer from a family that built one of Lithuania's largest jewellery manufacturing and design companies. Every piece is designed and created by Viktorija herself, handcrafted in a family workshop with 30 years of experience in high-end production.  View here.

Letter Pendant - Carré Fine Jewellery 

The Letter Pendent is a slightly more subtle initial piece,  in 10K gold with champagne coloured diamonds, this piece is a budget-friendly and elegant option - and a great gift for anyone! 

Carré Fine Jewellery was founded from a love of gemstones, and founder and designer Shiri still designs each piece herself. Since 1991, Shiri has worked with over 900 different types of gemstones - sourced from India, Sri Lanka, Brazil, Madagascar, Thailand, and across the African continent - and that extraordinary depth of gemstone knowledge sits at the heart of everything Carré makes.  See it here. 

My - Ro Copenhagen 

The My collection by Ro Copenhagen is another subtle, but impactful, piece. The collection includes pendants in 18K gold or whitegold, covered in diamonds or just a single, hidden one. 

Ro Copenhagen was founded in 2015 with a name that functions as a founding principle: Ro means calm in Danish: calm in the making, calm in the materials, calm in the finished piece. The brand is based in Denmark, where Helle works closely with skilled goldsmiths and carefully selected partners who share her values of responsibility, transparency, and respect for craft. View here.