Pupup Permanent Jewellery

The brand was founded and is creatively led by Italian designer Giorgia Trebbi, whose background in metal design and craftsmanship brings a modern yet timeless touch to every collection.
PUPUP has built a name for creating high-quality, handcrafted jewellery designed to last. Every piece blends thoughtful design, contemporary style and accessible luxury, from everyday wearables to our signature permanent jewellery experience, which has taken the UK by storm.
PUPUP’s story began back in 2015, when they first registered their trademark and set up a little stall in the lively markets of Portobello Road. Those early days were full of passion, long hours, and a lot of hard work, but they also gave them something priceless: a direct connection with their customers. Every smile, every conversation, every returning face helped shape who they are today.
After years of dedication, determination, and overcoming more obstacles than they can count, they reached a milestone they had dreamed of since the beginning: in 2023, they opened their very first shop at 281 Portobello Road. Having a permanent home in the place where it all started felt like coming full circle, and it marked a new chapter for the growing brand.
PUPUP’s services include:
• Permanent Jewellery, where customers choose a chain in sterling silver, 14k gold-filled, rose gold-filled, or solid gold (9ct or 18ct), which is then safely welded on to create a bracelet, anklet, ring, necklace, hand chain, or even a permanent earring.
• Handmade Jewellery – unique rings, earrings, necklaces and bracelets crafted in silver, gold-filled or solid gold, with the option to include gemstones.
• Fashion and Body Jewellery – from hypoallergenic, tarnish-free chains to stylish piercings and statement pieces designed for self-expression.