In the traditional jewelry world, the “big reveal” is often about a price tag that feels as heavy as the stone itself. But for Justin and Louis, the Toronto-based couple behind the independent jewelry brand El&Elle, luxury isn’t about an astronomical markup—it’s about intention, edge, and the freedom to wear 14 carats with a T-shirt and jeans.
Since its founding, El&Elle has established itself as a LatinX and LGBTQIA2+ led pioneer in the moissanite revolution, challenging the archaic norms of an industry that often feels more discouraging than exciting. This month, the brand marks a defining moment with the launch of the Time Moissanite Bangle, a sculptural statement piece that officially debuts on March 15, 2026.
A Sculptural Shift: The Time Moissanite Bangle
The inspiration for the new bangle came from a simple observation of modern behavior: we no longer look at our wrists to tell the time. In a world of ubiquitous screens, the wrist has transitioned from a place of functional necessity to a prime location for personal expression.
The Time Moissanite Bangle embraces this cultural shift. It isn’t a watch; it is a piece of art that captures the visual weight and balance of a classic wrist icon without the need to measure minutes. Crafted on a sleek 6mm band, the piece features a show-stopping 8CTW elongated cushion center moissanite, framed by over 150 hand-set 1mm round stones.
“One of the biggest advantages of working with moissanite is that we’re able to lead with design, not with the cost of carat weight,” the founders explain. “In traditional jewelry, the price of a large center stone can quickly dictate the entire design process, which naturally limits a piece. For us, that pressure disappears”.
Disrupting the “Markup Culture”
The journey toward building El&Elle began with a frustrating “aha” moment during an engagement ring search. Justin and Louis found themselves navigating confusing materials and opaque pricing that felt fundamentally outdated. They decided they could do it better.
To keep luxury attainable, El&Elle bypassed the permanent costs of brick-and-mortar retail and targeted what they call the “markup culture” of legacy brands.
“To be frank, the real disruption wasn’t the supply chain, it was the markup culture,” say the founders. “What opened our eyes is that inflated pricing in jewelry isn’t always driven by production costs, but by branding and legacy retail models. We didn’t need to disrupt how jewelry is made, we chose to disrupt how it’s priced”.
By operating primarily on a made-to-order basis, the brand also tackles the environmental failure of overproduction. Each piece is created specifically for the client, reducing waste at the source and ensuring that high-quality materials—like 14k gold and vermeil—stay focused on longevity rather than fast-fashion trend cycles.
The “Choice, Not a Compromise” Philosophy
For many consumers, the brilliance of moissanite is still a discovery. Harder and more brilliant than most gemstones, lab-grown moissanite offers a significantly lower environmental and energy-intensive footprint compared to traditional extraction.
Through transparent education—often via real-time TikTok Lives—the founders are stripping away the misinformation surrounding the stone.
“Our mission is simple: to make moissanite a choice, not a compromise,” the founders state. “When people understand the material, they realize they’re not sacrificing longevity or beauty, they’re simply choosing a different path to it”.
Building a Modern Heirloom
Despite experiencing over 600 per cent growth in the last year, El&Elle remains deeply involved in every step of the process to maintain its boutique feel. For those starting their own fine jewelry journey, the founders recommend three foundational pieces: a moissanite tennis bracelet, a matching necklace, and a pair of classic stud earrings.
“We aim to create jewelry that feels heirloom-worthy while still being wearable every day,” they say. “For us, a timeless piece is one that can be worn daily and transition effortlessly”.
With the launch of the Time Moissanite Bangle, El&Elle continues to prove that luxury doesn’t have to be dictated by outdated assumptions. It is about creating pieces that reflect how we actually live, celebrate, and wear our stories today. —Noa Nichol
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