Sarah Jane Adams

Dubbed an Instagram 'It Girl' by the Daily Telegraph at 60 years old, dressed in a medley of Vintage dresses, Antique and traditional Indian textiles, Adidas Originals and baseball hats, Sarah Jane Adams defies the perception of age.

Sarah’s rise to Instagram stardom @saramaijewels has won her 185k followers.

She has worked with a variety of brands on campaigns including H&M’s Christmas campaign for 2018, and has featured in publications such as the Huffington Post, the Daily Mail, Advanced Style’s book ‘Older and Wiser’, Buzzfeed, Man Repeller, and many more.

Sarah’s appeal is more than her clothing. Her feisty attitude, unerring principles and celebration of all her signs of ageing; from stretch-marked stomach to wrinkled knees, is like nectar to the swathes of followers hungry for a fresh approach to fashion, lifestyle and identity.

She is the product of a life well lived, her career starting 'on the road' as a lighting technician for bands in the mid 70’s, she switched direction to pursue a lifelong passion uncovering antique jewellery pieces from around the world to sell on her Portobello Road market stall, expanding to become a global wholesale supplier and designer of antique and bespoke jewellery.

Bestowing upon her twin daughters a sense of standing up for what you believe in while embracing your own whirlwind adventure of life, she garners a punk attitude that resonates today in the redefining of age. Sarah has become an unlikely model and style icon, brand ambassador and torchbearer, lighting the way for young and old to be expressed and defy convention.