My Story
Sarah Carroll Kelly - Founder
“From the moment I first discovered a lock of Grey hair, I knew it was now or never. That was when Shock of Grey happened.”
Sarah Carroll Kelly is the founder and designer of Shock of Grey, an award-winning sustainable statement jewellery brand known for its playful, bright, vibrant, and meticulously crafted pieces. Launched during the COVID-19 lockdown after major life changes, Sarah transitioned from a full-time creative job to focus entirely on jewellery-making.
Her designs are stocked in over 50 stores across Ireland, the UK, USA, Germany, and Canada, including the Museum of Contemporary Art in New York and IMMA in Dublin. She joined Enterprise Ireland’s High Potential Start-Up Unit in 2023 after securing investment.
With a background in Fine Art Sculpture and Digital Design, she creates miniature wearable artworks inspired by her late father, a conservationist and carpenter, and her architect brother. Sustainability is central to her practice: each piece is handmade in Dublin 8 using FSC-certified wood, low-emissions paint, and 100% recycled packaging.
Sarah has taken part in London and Dublin Fashion Week, and Create at Brown Thomas (2023 & 2024) and Shoppe Objet in New York. She’s received widespread media attention and speaks regularly at industry events. Her accolades include the 2024 IDI Design Award for Best Fashion Jewellery and the International Buyers Choice Award at Showcase 2024.
In addition to designing two collections annually and custom pieces for drag, stage, and cultural events, she is expanding into accessories, homewares, and eco-material collaborations. She’s a co-founder of Dublin Independent Fashion Week and leads workshops and sustainability-focused initiatives.
She lives in Dublin 8, down the road from the Guinness Factory, with her husband, 2 sons and 2 cats, not necessarily in that order.
