Designed in Antwerp, made for stacking, mixing and turning even the simplest outfit into something more.
There are two kinds of jewellery.
The pieces you carefully put back in their box after dinner.
And the pieces that somehow become part of you.
The little hoop you forget you're wearing. The ring that suddenly looks strange when it's not on your hand. The ear cuff you added once and never really took off again.
Billion Avenue belongs to the second category.
The Antwerp jewellery brand has become one of those names we keep coming back to at BIGGLES because it understands something very well: beautiful jewellery shouldn't need a special occasion.
It should work at 9 AM with a white T-shirt just as well as it does at midnight with a dress.
“The best jewellery doesn't wait for an occasion. It becomes part of your everyday uniform.”
IT STARTED IN ANTWERP
Billion Avenue was founded in 2020 by Julie Deaulmerie and John Noseda with the idea of making jewellery that sits somewhere between traditional fine jewellery and fast-fashion accessories.
Pieces that have that polished, expensive-looking finish, but that you can actually incorporate into your everyday wardrobe.
The collections are designed in Antwerp, a city with a long relationship with fashion, jewellery and diamonds. And you can see that influence in the aesthetic.
Clean but never boring.
Playful without becoming overly trendy.
And perhaps most importantly: designed to be combined rather than worn perfectly on its own.
Because with Billion Avenue, one is good.
Three might be better.
SO, WHAT ARE YOU ACTUALLY WEARING?
This is where Billion Avenue gets interesting.
The brand's gold-toned jewellery is finished with 14K gold plating, with selected designs featuring a substantial 2-micron layer of 14K gold over palladium. Silver-toned styles use rhodium plating, while many pieces have hypoallergenic brass at their core.
And those stones that catch the light?
The sparkling Diamond styles use carefully selected AAA zirconia rather than mined diamonds, giving them that bright fine-jewellery appearance at a much more accessible price point.
So no, we're not talking about solid 14-karat gold or natural diamonds.
We're talking about jewellery designed to create that luxurious look in a different way.
And that distinction matters.
“Luxury isn't always about what something costs. Sometimes it's about how something makes the entire outfit feel.”
THE ART OF THE EAR STACK
Remember when earrings came in matching pairs?
Neither do we.
One of the things we love most about Billion Avenue is how easily the pieces can be mixed.
A tiny sparkling stud next to a chunky hoop. An ear cuff higher up the ear. Gold beside silver. Something delicate next to something deliberately oversized.
The goal isn't symmetry.
It's personality.
And you don't need five piercings to create the effect either. Ear cuffs make it possible to build that layered look without committing to another piercing.
It's almost like styling clothes, just on a much smaller scale.
Different proportions. Different textures. A little contrast.
GOLD AND SILVER? YES.
There was another fashion rule we were apparently supposed to follow.
Choose gold or silver.
Thankfully, that one has disappeared too.
Mixing metals can actually make jewellery feel less formal and far more personal. A silver watch with gold hoops. A rhodium-plated ring next to something gold plated. Different finishes stacked together.
Instead of looking as though you bought everything as one matching set, it looks collected.
And that's usually much more interesting.
“The best jewellery collection should look collected, not coordinated.”
THE WHITE T-SHIRT TEST
We have a little rule for accessories.
If something can make a white T-shirt and denim look better, it's probably worth having.
Billion Avenue passes.
Take the simplest outfit in your wardrobe: great jeans, white tee, oversized blazer. Add hoops, rings and an ear cuff and suddenly the outfit feels finished.
Nothing dramatic happened.
You didn't change your clothes.
But somehow the whole thing looks more intentional.
That's the power of jewellery.
It occupies almost no space in your wardrobe while having a surprisingly large effect on everything inside it.
PLEASE DON'T SAVE IT FOR BEST
This is probably the most important part.
Wear it.
Don't wait for dinner. Don't wait for a wedding. Don't wait until the rest of your outfit feels special enough.
Put the earrings on with your knit.
Stack the rings when you're wearing denim.
Add the statement hoop to your work outfit.
Because the idea of everyday luxury only really works when the luxury becomes everyday.
That's what makes Billion Avenue such a natural fit at BIGGLES.
We spend a lot of time talking about building a wardrobe around pieces you'll actually use. The perfect trouser. The great blazer. Denim you'll wear three times a week.
Jewellery should work exactly the same way.
SMALL PIECES. BIG DIFFERENCE.
Maybe that's ultimately why we love jewellery so much.
You don't need an entirely new wardrobe to change the way you're dressing.
Sometimes all it takes is something very small.
A hoop.
A ring.
A little sparkle.
Or that one ear cuff you bought thinking you'd wear occasionally and somehow haven't taken off since.
“Sometimes the smallest thing you're wearing does the most work.”
