Because there’s no place quite like the Great British high street – from its niche independents, to seasonal Pop-Ups and those expansive yet elegant department stores – Because Magazine is on a mission to champion the bricks-and-mortar of London in all its glory. Each week, we’ll beeline to the rails of our favourite retailers to scope out the must-have pieces and in-store exclusives that are more than worth making an effort for. This week, we're at North London jewellers, tomfoolery.

If exhausted by the hubbub of Central London, you may find yourself seeking solace in the tranquil streets of North London. If so, wander on over to Muswell Hill jewellery boutique Tomfoolery is anticipating your perusal of their carefully-curated jewels from around the globe. 

A family business at heart, the founders Nicki and Peter Kay have let daughter Laura take the reins to expand the gallery (she's introduced bridal line Muse and everyday line Métier), as well as an online shop. But don’t let the boutique’s 'blank canvas' aesthetic fool you; the gallery houses charming, unique items, tentatively teetering between playful and understated, considered yet eclectic.

It’s London’s hidden gem in the jewellery world. And if nothing takes your fancy (which we sincerely doubt), the boutique offers a bespoke jewellery experience for the true perfectionists out there. Intrigued to discover more, we took to the shop to discover Laura's top picks.

Item: X-Large Cube Shield with Diamonds in 18ct Yellow Gold Art Ring.

What... A Tomfoolery 'Art Ring'.

Because… "This ring is part of our ART RING showcase at Tomfoolery which is a celebration of bold design, craftsmanship and diversity in jewellery. It’s an exhibition of statement but wearable miniature collectible artworks which takes place in the gallery. This is a shield ring from the collection from our much-loved designer Jo Hayes Ward, it has a beautiful organic deco inspired jagged rectangle texture. Set within some of the rectangular panels are tiny white baguette cut diamonds which give the ring a beautiful sparkling shimmer when held in the light. This would make an amazing alternative engagement ring or cocktail ring for those looking for something different. We’re so excited to see ART RING return to the gallery on Thursday 7th November this year".

Products include: Skinny Point Huggie, Single Hoop, Add-on Chain Plaque, Interchangeable Plaques.

What... Métier by Tomfoolery Ear Story.

Because... "This is an ear story from our demi-fine brand Métier by Tomfoolery which is all about affordable, delicate, 9ct gold jewellery designed to be self-styled and interchangeable for every day. We spend so much of our time styling our clothes, I think there is room for styling our ears too. This is a really fun and striking example of how you could shop a look with us at Métier by Tomfoolery, our plaques are designed to fit all our hoops, they can also be attached to our chains, necklaces, bracelets. We love to wear ours layered up with other plaques such as the new snake safari plaque in turquoise and our add-on chain plaque. The Yellow Gold Skinny Point Huggie is a luxe new addition and completes this ear story."

Items include: 18ct Yellow Gold Royal Blue Sapphire Ring and 18ct Yellow Gold Royal Blue Mixed Cut Untreated Sapphires Band.

What... A Muse Stack by Tomfoolery.

Because... "I’ve seen a huge demand for alternative bridal so I introduced Muse by Tomfoolery to our offering a few years ago. It's an 18ct collection and is supported by an annual wedding showcase and wedding atelier in the gallery. And although many of the rings from Muse make stunning engagement rings and wedding bands, they’re not exclusive to brides… they are really wearable, classic yet contemporary, and look great stacked. This combination includes a band made from solid 18 carat yellow gold with a matte finish, set with mixed cut sapphires, as well as a ring set with a stunning central oval blue sapphire, with mixed cut sapphires in a halo set around the central stone."

Support bricks-and-mortar: visit Tomfoolery boutique at 109 Fortis Green Rd, Muswell Hill, or shop online via 

Also on Because Magazine:

+ Our last #StoreStories had us dreaming of denim with our visit to Levi's atelier.

+ Support ethical, empowering handbag brand DeMellier, another acclaimed #BrandToBelieveIn.

+ It may be your last chance to don our favourite swimming cozzies this summer.