Astella Jewellery Eyes £2m Sales as Founder Targets Manchester
24 Aug 2026
UK- based, ethical jewellery brand Astella is approaching £2 million in annual sales, as 28-year-old founder Sunny Pal prepares to take the business beyond its Birmingham roots with the opening of a new Manchester store.
Astella is now generating around £160,000 a month, putting the business on course to break the £1.9 million annual sales mark.
What began with a focus on engagement rings has grown into a broader jewellery brand, with Astella now selling rings, earrings, necklaces, bracelets and bespoke pieces through its bricks-and-mortar stores and online to customers across the UK and internationally. The range includes collections designed for both men and women, alongside pieces tailored to individual styles and occasions
Pal, who founded Astella aged just 22, has grown the company from a small Jewellery Quarter start-up into a multi-location, million-pound jewellery business. It now operates from two Birmingham locations, including its flagship at 35 Frederick Street, the former Barclays Bank building, into which Pal invested a six-figure sum during its transformation. Manchester will become Astella’s third location and first outside Birmingham, as Pal looks to build a nationally recognised British luxury jewellery brand.
Astella was founded on Pal’s belief that an engagement ring should feel achievable for everyone and that a piece of jewellery marking one of the biggest moments in someone’s life should feel personal to their story. That philosophy has since expanded across the wider Astella range, with the brand offering jewellery designed for engagements and weddings alongside pieces intended for everyday wear, gifting and significant milestones.
Pal says,
“I didn’t just want to build another jewellery shop, I wanted to build a British luxury and ethical jewellery brand that was accessible to everyone, where bespoke was possible without the price of luxury feeling unreachable.”
A second-generation jeweller, Pal studied Jewellery and Luxury Goods Management at Birmingham City University, where he was President of the university’s Jewellery Society, before completing his Diamond Diploma/DGA qualification and gaining experience at Tiffany & Co at Selfridges.
Astella combines the craftsmanship and heritage of Birmingham’s historic Jewellery Quarter with a modern luxury retail experience. Personalisation is central to the business, with engagement, wedding and bespoke jewellery making up a significant part of sales, alongside a wider collection of rings, earrings, necklaces, bracelets and other fine jewellery.
The brand works across natural and laboratory-grown diamonds, gemstones and precious metals, with transparency and education also central to its approach. Pal understands the importance and significance of buying a piece of jewellery and says the aim is to ensure customers can make a considered choice about what they are buying, rather than feeling pressured into a decision. Astella is developing its own design identity, with Greek mythology, symbolism and storytelling running through selected collections and designs. Founder, Sunny, is personally involved in developing and designing some of the brand’s signature pieces, including its Greek mythology-inspired collections.
Astella is also building its international and celebrity profile, with its jewellery worn by high-profile figures including Rebel Wilson and Christina Milian, as well as global influencers. Its growing presence in the entertainment industry has included sponsorship and showcasing at the 2025 Cannes Film Festival, with Pal describing seeing his own brand on an international stage as a major achievement.
The luxury jeweller has also built an increasingly high-profile presence through work with major entertainment and celebrity events, including Black Sabbath’s final show and a Sharon Osbourne fundraiser. With further opportunities in the pipeline, including collaborations with Hollywood film productions, Pal is continuing to build Astella’s profile among high-profile names and audiences, both in the UK and internationally.
Pal says,
“I’m really proud to take Astella to such a significant milestone, but for me, it’s about building a sustainable and recognisable brand with strong core values. We’re projecting to more than double our turnover by 2027, and our ambition is to build Astella into a globally recognised British luxury jewellery brand.”
“At 28, I feel like we’re still incredibly early in the story,” he says. “The last five years have been about proving the concept and building the foundations. The next five are about seeing how far we can take it.”
With Manchester marking its first move outside Birmingham, Pal sees the new store as the beginning of Astella’s next phase of expansion, with plans to enter the US and UAE markets. Longer term, ambitions include a Beverly Hills store, alongside partnerships with like-minded brands and opportunities to be part of leading international fashion weeks.
View Astella Jewellery
Source: Astella Jewellery