25 Feb 2026
A George Street jewellers which bravely opened between two of the pandemic’s lockdowns has closed its doors.
Alison Lloyd set up Amalily in 2020 after eight years trading at St Albans Charter Market, but now she has decided to take her business purely online.
She said: “When the renewal of the lease came up at my boutique I found myself at a crossroads, in business and in life. So much has changed since I opened the shop five years ago. I’ve recently married and I’m stepping into a new season where building a family and creating a life with my hsuband in Redbourn sits alongside my passion for Amalily.
“With that has come a desire for a business that allows flexibility, creativity and presence. I didn’t start Amalily to become a shop manager – I started it to share my love of jewellery, to create and to build something beautiful that could grow with me as life evolves. By moving fully online, I can pour all of my energy into exactly hat and continue to grow Amalily in a way that feels aligned and intentional.
“I must say though, it hasn’t been an easy decision. In fact, one of the hardest of my life. it’s one I turned over in my head hundreds of times.
“I have put everything into this shop. The time, investment and intense focus, endless late nights, countless weekends. The challenge of opening it during the pandemic, nurturing it… it truly was my baby.
“Now as life has evolved, my business must evolve alongside it and I’m excited to be stepping into my online shop full time and I’m super excited for this next chapter.”
