MEET THE ARTIST
I'm Madiha Zaidi, founder of Invoke London.
A three-month carers’ glass course unexpectedly set my life on a new path. While the class followed a set syllabus, my curiosity pushed me to experiment beyond the basics—and that’s when I discovered dichroic glass, a colour-shifting, light-filled material originally developed for NASA. I was mesmerised. Melting and layering those iridescent fragments became my therapy, filling me with excitement, joy and renewed purpose.
I bought my own tools and started crafting jewellery for myself. Each piece felt like a one-of-a-kind treasure—something truly precious to wear. Compliments quickly turned into requests, and those requests into orders, giving rise to Invoke London’s handmade dichroic-glass jewellery.
Since our launch in November 2023, I’ve completed a ten-month artist residency at Orleans House Gallery, and my work is now stocked in art centres, galleries and independent shops.
Before founding Invoke London, I led IT projects at John Lewis and taught business at Richmond Business School — experiences that now shape my creative journey by blending structure with artistic freedom.
WHAT I STAND FOR
The name “Invoke” embodies my aim to craft jewellery that awakens feeling, nurtures self-love, and, in turn, empowers the wearer. London grounds the brand in the vibrant city where each piece is thoughtfully handcrafted.
With dichroic glass’s NASA roots and my lifelong love of space and science, it felt natural to launch collections with cosmic-inspired names.
I believe in the power of colour, emotion, and slow, intentional craftsmanship. Each piece tells a story, lifts the spirit, and honours individuality.
Invoke London isn’t just a brand — it’s a community built on connection, creativity, and joy.
MATERIALS
I work with dichroic glass—originally engineered for NASA visors to scatter intense sunlight and protect astronauts’ eyes. In a high-vacuum chamber, clear glass receives dozens of whisper-thin metallic-oxide layers that bend light, making the surface reflect one colour while transmitting another.
I hand-cut shimmering dichroic glass, layering patterns and colours before kiln-fusing them into one-of-a-kind designs. Each piece is finished with Italian 925 sterling silver — hypoallergenic, high-quality, and made to shine. The result? Jewellery that’s luminous, expressive, and deeply personal.
THE HEALING POWER OF COLOUR
Working with vibrant glass has always been more than a creative process — for me, it’s a form of colour therapy. I discovered early on that colour has the power to lift not only your own mood, but also the energy of those around you.
As a carer, that felt like an important discovery — a way to bring light, balance, and joy into everyday moments. That secret lives in every piece I make: a quiet gift of colour, calm, and resilience for those who receive it.
That’s why colour lies at the heart of everything I create. I choose palettes intuitively, often guided by nature, light, and emotion. Each hue holds its own energy:
Blue brings calm and clarity. Red sparks courage and warmth. Green supports healing and renewal.
Through colour, I create jewellery that not only looks beautiful but helps you feel grounded, joyful, and more connected to your true self. Each piece is a gentle reminder that transformation is always possible — and that light is always within reach.
Even the heart-shaped bails are chosen with care, offering a quiet symbol of self-love, inner strength, and the beauty of embracing who you are.
SUSTAINABILITY MATTERS
Sustainability is at the heart of what I do. I repurpose off-cuts of dichroic glass, transforming them into beautiful wearable art. My materials are sourced from B Corp-certified suppliers who share my values of responsibility and ethics.
Your jewellery is thoughtfully packaged using eco-conscious materials — all biodegradable, recyclable, and made from recycled sources — to minimise waste and honour the planet.