Cunningfolk creates talismanic jewellery informed by historical folk magic, material belief, and the enduring idea of adornment as a catalyst for change.

Founded by Lucinda Beeman — a former magazine editor, practicing hearth witch, and lifelong student of gemmology and folk magic — Cunningfolk sits at the intersection of beauty, history, and intention.

Born and raised in the United States, Lucinda moved to the UK for university, where she became deeply enchanted by the density of history, folklore, and lived tradition woven into the landscape. That enchantment became a practice.

Her time as Editor-in-Chief of Craft Gin Club, the UK’s largest gin subscription service, sparked a fascination with botanicals and ritualised craft — an interest that soon deepened into the serious study of traditional English plant magic and practical folk traditions. She has been a practicing hearth witch for more than half a decade.

Alongside this, Lucinda’s enduring love of jewellery and gemstones led her to graduate from the Gemmological Society of Great Britain (Gem-A), one of the most rigorous and respected gemmology programmes in the world.

Cunningfolk is the meeting point of these twin disciplines. Each piece is designed as a modern talisman — a considered object made from meaningful materials, intended to accompany its wearer through moments of growth, change, and becoming. Beauty, here, is not passive: it is active, intentional, and alive.