Our Story

Ataro was founded in London in 2025 by Limma Ali.

Growing up in northern England, a third culture kid, Limma was inspired by her South Asian heritage, she started designing jewellery alongside her full time job as a designer in luxury fashion. Each piece takes inspiration from vintage items to create sustainable, beautifully unique pieces with a contemporary twist. 

What inspired the brands name?

In the heart of Bangladesh, language is more than words, it is identity, heritage, and the rhythm of resilience. From the Language Movement of 1952 to the vibrant celebration of Ekushey February, the Bangladeshi spirit has long been defined by the fight to protect and cherish its mother tongue. The brand name is a celebration of that langauge, the number 18 in Bengali is written as আঠারো (aṭāro), whilst the brand icon plays on the Bengali numeral for 18 is ১৮. We chose Ataro as a literal representation of our debut 18ct gold plated jewellery collection.

Design Philosophy

Every design is not just ornamentation, but a tribute to the voices that rose in unison, to the culture that continues to flourish, and to the enduring elegance of self expression and storytelling. We create each piece to be instantly recognised as an Ataro design. The jewellery is deeply rooted in our founders personal heritage and identity, which a blend of East and West.

Ataro's USP is elevated south asian inspired jewellery by Limma's Bangladeshi roots. Rich gold-plated, studded with gems and intricate motifs. Reminiscent of a family heirloom without the hefty investment.