Meet Kate Mercer
I never planned to start a jewelry brand.
For years, I searched for pieces that actually felt like me. Not the delicate gold chains everyone seemed to wear. Not the mass-produced skulls from fast fashion brands. Something in between — dark, sculptural, refined. Jewelry that felt like it had a past.
I never found it.
Every time I came close, something was wrong. Too cheap to last. Too expensive to justify. Too safe to mean anything.
So one evening I sat down and started sketching. Not with any plan. Just drawing the pieces I wished existed.
That became Ashveil.
Why Ashveil Exists
Ashveil takes its name from the veil of ash — what remains after something burns. What survives.
I started Ashveil in 2021 with one belief: that women who live in the dark deserve jewelry built to last.
Every piece is designed to be:
- Bold — made to be worn, not stored
- Intentional — every form, every stone, every edge has a reason
- Lasting — sterling silver that ages with you
- Yours — because you were never meant to blend in
Ashveil is for women who wear jewelry like armor. Who find beauty where others don't look.
Kate Mercer
WHY WE'RE CLOSING
I never thought I'd be writing this.
Ashveil is closing down.
Building this brand was the hardest and most meaningful thing I've ever done. But the reality of running an independent jewelry brand in 2021 caught up with me. Rising production costs. A market flooded with copies. Ad costs that made it impossible to reach the women this brand was built for.
I held on longer than I should have.
But I refuse to cut corners. I refuse to compromise on the quality and craft that Ashveil was built on. And I refuse to pretend everything is fine when it isn't.
So I'm choosing to close — on my own terms, with my head held high.
All jewelry from £19 — 80% below what these pieces are worth. When the stock runs out, I'm turning off the lights for good.
Kate Mercer