Meet the Artist
I'm Madiha Zaidi, founder and designer of Invoke London.
Discovering dichroic glass changed everything. I soon invested in my own tools and began creating jewellery for myself, experimenting with colour, texture and light. Every piece felt like wearable art—beautifully unique and made to be treasured. Compliments soon became commissions, and commissions became Invoke London.
Founded in London in 2023, Invoke London has grown from a personal passion into an independent jewellery brand. Since launching, I've completed a ten-month artist residency at Orleans House Gallery in London, and my work is now stocked by galleries, art centres and independent retailers.
Now based in Norway, I'm excited to begin the next chapter of Invoke London while continuing to celebrate the brand's London roots.
Before founding Invoke London, I spent more than a decade leading IT projects at John Lewis, one of the UK's most respected retailers, before becoming a business tutor at Richmond Business School in London. Those experiences continue to shape the way I design today, combining creativity with thoughtful design, precision and attention to detail.
My hope is that each piece of Invoke London jewellery becomes something you'll treasure for years to come.
My Philosophy
The name "Invoke" reflects my desire to create jewellery that awakens emotion, nurtures self-love and empowers the wearer. Founded in London, where the brand began, and now handcrafted in Norway, Invoke London combines British design heritage with Scandinavian inspiration and craftsmanship.
I believe in the power of colour, emotion and slow, intentional craftsmanship. Every handcrafted piece celebrates individuality, capturing and reflecting the light in its own unique way.
Invoke London is more than a jewellery brand—it's a celebration of art, colour and connection, created to bring beauty and joy to everyday life.
Art You Wear. Energy You Feel. Light You Share.
Materials
I work primarily with dichroic glass—a luminous material originally developed for advanced optical and aerospace applications, including NASA visor technology.
Experimentation lies at the heart of my creative process. By varying the type, thickness, size and arrangement of layered glass before kiln-fusing, I create one-of-a-kind designs with remarkable depth, dimension and luminosity. As they catch the light, each piece reveals its own unique character, with subtle shifts in colour and beautiful optical effects.
Each piece is finished with premium Italian 925 sterling silver—hypoallergenic, high quality and designed to last.
The Power of Colour
Working with vibrant glass has always been more than a creative process for me. I discovered early on how colour can lift a mood, shift an atmosphere and bring a little more joy into everyday life.
As a carer, that felt particularly meaningful—a way to bring moments of light, balance and beauty into the everyday. That idea now lives in every piece I make.
Colour lies at the heart of my work. Inspired by nature, light and emotion, I choose each palette intuitively—from calming blues and uplifting greens to rich, confident reds.
I want my jewellery to do more than look beautiful. I want the colours to evoke something—to bring joy, inspire confidence and create a personal connection with the person wearing them.
Even the heart-shaped bails are intentional, symbolising self-love, inner strength and the beauty of embracing who you are.
Sustainability Matters
Sustainability is an important part of how I create. I repurpose off-cuts of dichroic glass, transforming them into beautiful wearable art, while sourcing materials from B Corp-certified suppliers who share my commitment to responsible and ethical practices.
From the glass I choose to the way each piece is packaged, every decision is made thoughtfully, with care for both people and the planet.