Step into the chic universe of Mademoiselle Jules, the Montreal-based jewelry brand redefining timeless sophistication. Known for its delicate yet striking designs, Mademoiselle Jules blends contemporary artistry with an enduring elegance that’s perfect for every occasion. We sat down with founder Julie Etienne to uncover the inspiration behind her creations, her design process, and her tips for selecting a perfect piece from her stunning collection. —Noa Nichol
What inspired you to start Mademoiselle Jules, and how does your Montreal upbringing influence the brand’s aesthetic and values?
Mademoiselle Jules was born from my love of creativity and self-expression through fashion. Growing up in Montreal, a city with a vibrant mix of cultures, arts, and styles, I learned that fashion isn’t about following trends—it’s about celebrating individuality. That’s the heart of Mademoiselle Jules: creating jewelry that empowers people to express their personal style with confidence.
Montreal’s unique blend of European elegance and modern energy has been a huge influence on the brand’s aesthetic and values. The city’s mix of old-world charm and contemporary spirit inspires me to design timeless yet versatile pieces that feel both classic and modern. I wanted to craft jewelry that tells a story—pieces that are sentimental, symbolic, and meaningful, while also adaptable for every mood and occasion.
Every piece is a reflection of my journey and my passion for creating jewelry that becomes part of someone’s story. Through Mademoiselle Jules, I hope to celebrate individuality and help people express their unique style, just as Montreal has always inspired me to do.
Your designs are known for their timeless elegance. How do you strike a balance between creating trendy pieces and those that remain classic for years to come?
For me, it’s all about versatility. I create jewelry that’s both timeless and modern, pieces that are meant to be worn for years, not just a season. Our designs are interchangeable—you can mix, match, and adapt them to fit any occasion, mood, or personal style. It’s important that our jewelry feels fresh and contemporary, but also has that classic, enduring quality that makes it easy to wear for years. The balance is in the details—making sure each piece can stay relevant and stylish, no matter what’s in vogue at the moment.
Can you tell us about the process behind designing and crafting your jewelry? Do you have a favorite piece or collection that holds special meaning for you?
The design process at Mademoiselle Jules is deeply personal and always begins with a story. Each piece starts as an idea, inspired by moments in my life, the inspiration of my travels, the beauty of nature, or timeless fashion elements. I sketch designs with a focus on how they’ll feel when worn, their versatility, and how they can reflect individuality. Every detail is carefully thought through to ensure the jewelry is as functional as it is beautiful, designed to adapt to different styles and occasions.
One piece that holds a special place in my heart is our Half & Half long necklace. This design features two distinct textures, which gives it an edgy, modern feel—almost like wearing two necklaces in one. It’s perfect for layering, adding depth and impact to any look. Plus, it’s incredibly versatile: you can add all sorts of charms to customize it for any occasion or mood. It was one of our fastest-selling pieces when we launched, and I’m thrilled to share that we’ll be restocking it soon!
Sustainability and ethical production are increasingly important in fashion. How does Mademoiselle Jules approach these aspects in its operations?
Our interchangeable designs are a key element. A single piece can be styled in multiple ways, whether it’s a necklace, pair of earrings, or bracelet. By adding or swapping charms or other components, our customers can create fresh looks without needing to buy an entirely new piece for every occasion. This allows our customers to invest in jewelry that works hard for them.
Additionally, we have our multi-use pouches. These pouches are not just for safekeeping jewelry but can be used in a variety of ways—whether for storing makeup, small tech accessories, or even coins. We want our customers to feel like they’re making a responsible choice that goes beyond just their jewelry purchase.
By offering pieces that are versatile, customizable, and designed for multi-use in mind, we hope to provide our customers with both quality and sustainability in every piece.
What role does storytelling play in your brand? How do you hope customers feel when they wear a piece from Mademoiselle Jules?
Storytelling is everything to me. Every piece of jewelry has a story, and I want our customers to feel like they’re a part of that. When they wear Mademoiselle Jules, I want them to feel empowered, creative, and unique. Our pieces are designed to celebrate individuality and make people feel confident in their own skin. Jewelry is more than just an accessory—it’s a way to express who you are and how you feel. I hope that when someone wears Mademoiselle Jules, they feel like they’re telling their own personal story, whether it’s bold, playful, or sophisticated.
As a female entrepreneur, what challenges have you faced building your brand in the competitive jewelry market, and how have you overcome them?
Building Mademoiselle Jules in the competitive jewelry market has been both rewarding and challenging. As a female entrepreneur and mom of three, one of my biggest hurdles has been balancing multiple roles while managing a small team. The fast-paced, highly saturated industry requires constant innovation while staying true to my brand’s identity and values.
Overseeing and managing different aspects of the business has often meant wearing many hats. The holiday season, for example, is particularly demanding with shoots, events, and fulfilling customer expectations all happening at once.
To overcome these challenges, I’ve focused on building strong relationships—with suppliers, clients, and collaborators—and staying connected to my audience. Listening to feedback has helped me create pieces that truly resonate. Prioritization, efficient systems, and the support of my team, family, and mentors have been essential in navigating this journey.
Ultimately, I see challenges as opportunities for growth. Authenticity, attention to detail, and passion for the craft have been key in carving out a space for Mademoiselle Jules and refining my vision for the brand.
Looking ahead, what’s next for Mademoiselle Jules? Can we expect any exciting collaborations or new collections in the near future?
Looking ahead, I’m so excited about what’s to come for Mademoiselle Jules! First up, we’re gearing up for our Valentine’s Day campaign. We’ll be launching a collection that celebrates love, connection, and timeless elegance—it’s the perfect gift or treat for yourself. After that, we’re thrilled about our Lunar New Year celebration, where we’ll introduce special edition pieces inspired by the themes of new beginnings, prosperity, and joy.
We’re also celebrating a huge milestone—Mademoiselle Jules will be turning 3 years old on January 29th! I can’t believe how far we’ve come, and I’m so proud of what we’ve built. We’re looking forward to celebrating this special moment with our community.
We’re always exploring new collaborations and opportunities to grow, and I’m excited to continue this journey with all of you. Stay tuned—there’s a lot of exciting news coming soon!
Win! A $210 Lucky Red Necklace From Mademoiselle Jules!
One lucky Canadian winner will receive a $210 Lucky Red Necklace from Mademoiselle Jules! To enter, head over to Instagram, follow @mademoisellejules and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens January 9, 2024 and closes January 14, 2024. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.
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