Not to heal me, or protect me, or vibrate at the right frequency. I never believed any of that, however much I wanted to.

Trust to be what it said it was. Made from the stones it claimed to use. Grounded in traditions that actually existed.

I couldn't find it. So I made it.

My name is Lucinda Beeman. I'm a graduate of Gem-A — the Gemmological Association of Great Britain, one of the most rigorous gemmology training programmes in the world. I know what stones are, how they form, how to grade them, and how to tell the difference between something genuine and something that isn't. Every stone in a Cunningfolk piece has been chosen by me, for reasons I can explain and stand behind.

I'm also a practicing student of traditional English folk magic and plant lore — not the modern wellness variety, but the older kind. The kind with real history behind it: hedgerow medicine, cunning craft, the material beliefs of ordinary people who understood that objects carry meaning because meaning is what humans give to things, and that gift is not trivial.

Before Cunningfolk, I spent years as Editor-in-Chief of Craft Gin Club, the UK's largest drinks subscription brand, where I developed a deep fascination with botanicals, ritual, and the way that making and tasting something carefully can become a form of serious attention. That attention never left me.

I was born in the United States and came to the UK for university — and never left. I couldn't stop being astonished by the density of history, folklore, and living tradition woven into this landscape. England, it turns out, has a folk magic tradition that is older, stranger, and more materially interesting than almost anywhere else. I've been studying it ever since.

Cunningfolk sits at the intersection of those two disciplines: rigorous gemmology and historically grounded folk practice. Every piece is designed as a modern talisman, made from honest materials, with real reasons behind every choice.

The stones are chosen for what they actually are: their mineral composition, their optical properties, how they form and have been used through history. The associations are drawn from documented folk and symbolic tradition, not invented meaning. The craftsmanship is intended to last.

This is not crystal healing. There are no claims here about vibration or energy or what a stone will do for you. Instead there’s this: the long human tradition of choosing objects with care, wearing them with intention, and letting them remind you what you're working towards.

The cunningfolk of history — healers, wise men and women, keepers of practical magic — understood that objects matter. That the things we choose to keep close to us shape how we move through the world. If you've always felt that jewellery should mean something — and been frustrated by what's available — you're in exactly the right place.

Cunningfolk is for people who are curious about the world and serious about the things they bring into it. Who want beauty with substance. Who are willing to be sceptical and still open to something real.

Even sceptics need something to believe in.

— Lucinda