Born in Australia, Jo Tory founded NAJO while backpacking through Mexico, where she encountered silversmithing traditions that would shape the brand’s direction from the outset.

Since its inception, Jo has guided NAJO with clarity and purpose, building it into one of Australia’s most enduring fine jewellery houses.

Jo’s approach has always been considered rather than trend-led. From the beginning, her focus has been on integrity, quality, and thoughtful design - creating jewellery that feels relevant now and remains so over time.

Beyond NAJO, Jo has contributed significantly to the wider jewellery industry. As a former Board Director of the Jewellers Association of Australia, she has advocated for ethical practice, transparency, and the preservation of craftsmanship - values that continue to underpin the brand.

NAJO’s design direction is defined by Jo’s clear and consistent vision. Her aesthetic is restrained and purposeful, informed by the natural world and a belief in simplicity.

Clean lines, organic forms, and sculptural shapes are central to her work, resulting in jewellery that feels modern yet timeless. Every collection reflects this approach.

Jo prioritises balance and wearability over excess, creating pieces designed for everyday life - jewellery that integrates seamlessly into a wardrobe and is worn with ease, year after year.

Jo’s connection to silver began early.

She grew up in a creative household where her mother, a silversmith, worked with metal by hand. Exposure to this process - the tools, techniques, and discipline required - shaped Jo’s understanding of materials and craftsmanship from a young age.

Nearly forty years ago, this early influence evolved into a professional path. What began as an appreciation for silver developed into a commitment to design and collaboration, forming the foundations of NAJO.

The defining chapter of NAJO’s story began in the 1980s, during Jo’s travels through Mexico. In small silversmithing towns, she encountered artisans whose work reflected deep cultural knowledge and generations of skill.

Their hand-finished pieces stood apart for their quality and character. This experience reinforced Jo’s belief in the value of traditional craftsmanship and long-term partnerships with makers.

Today, nearly four decades on, those principles remain unchanged. NAJO continues to be shaped by considered design, trusted artisan relationships, and a respect for jewellery made with purpose. The result is a collection of pieces that are quietly distinctive and made to last.