Dainty, Real Gold Jewelry for Every Day: The Shine of Baby Gold
Origins and Founding
Baby Gold was founded in Los Angeles in 2018 by Helen Ashikian, who wanted to create fine jewelry that felt as wearable as a favorite white tee. Designed for daily stacking and personalization, the brand quickly gained a cult following for its 14k gold pieces that were delicate, customizable, and timeless.
Ownership and Leadership
Still independently owned and family-run, Baby Gold is led by Ashikian alongside her husband, Mike. Together, they oversee every step—from design to production—at their L.A. studio, with a commitment to quality materials and ethical sourcing.
Aesthetic and Design Language
Baby Gold’s aesthetic is dainty, timeless, and ultra-layerable. The brand focuses on 14k solid gold (never plated or vermeil) in clean, minimalist designs—initial pendants, curb chain necklaces, signet rings, and paperclip bracelets made to stack and live in. The look is casual-luxe: modern heirlooms designed to feel personal without being precious. Every piece is subtle enough to wear daily, yet stylish enough to feel considered.
Notable Pieces
- Tiny Letter Necklace – A bestselling initial necklace with a barely-there sparkle and a personal touch.
- Gold Herringbone Chain – Sleek and smooth, perfect for layering with other dainty styles.
- Nameplate Necklaces – Customizable with birthdates, names, or words in elegant script.
- 14k Signet Rings – Modernized takes on the classic heirloom piece, with initials or zodiac symbols.
- Stacking Hoop Sets – Thin, comfortable gold hoops in various sizes designed for second and third piercings.
Famous Fans
- Hailey Bieber
- Kourtney Kardashian
- Addison Rae
- Elsa Hosk
- Sofia Richie
The Future
Baby Gold continues to expand its personalized jewelry range with new fonts, icons, and layering pieces. With direct-to-consumer pricing, an eye for everyday luxury, and growing influence across social platforms, it’s poised to be a mainstay in the fine jewelry wardrobes of the next generation.
