The brand was born in 2012 when Lisa Sadoughi launched her eponymous jewellery collection. She studied at Central Saint Martins and since then Sadoughi has designed for brands including Banana Republic, Anthropologie and Neiman Marcus. In 2006 was was appointed to design J.Crews jewellery division, she thrived in this position over five years and created iconic pieces such as the bubble necklace and pearl hammock necklace. Lele has also held the position of Jewellery director at Tory Burch. 

Her namesakes brand is now in its 7^th year and is stocked globally in key stores such as Saks, Harrods, Selfridges and Lane Crawford.