SHEL crafts fearless fine jewelry for the wild—luxury talismans for those bold enough to rise, embrace change, and celebrate the beauty of becoming.

Founded by designer Shelly Duke, born in the year of the Fire Snake, the brand embodies the idea that every sunrise offers a chance to grow, transform, and evolve into something greater. Like the serpent that sheds its skin or the sun that returns after it sets, life is a cycle of rising, falling, and rising again. This belief lies at the heart of every SHEL design—jewelry as a symbol of renewal, resilience, and enlightenment.

Grounded in a decade of luxury interior design and a formal degree from Texas Tech University, Shelly brings a deep appreciation for soulful stories, color, and nature into her work. Her designs channel the raw beauty of the natural world and the sacred traditions of adornment across cultures, resulting in pieces that radiate immense energy and reflect deeply personal journeys.

Shelly feels fortunate to often welcome clients privately to her Encinitas studio, where the intimate setting fosters trust, connection, and collaboration. Each bespoke piece becomes not only a reflection of the client’s individuality, but also a manifestation of SHEL’s ethos—fearless fine jewelry that honors transformation, spirit, and connection to the wild beauty of life.