December’s – ‘The Winter Escape Issue’ – Download Now
Djula is the brand redefining designs of traditional jewellery.
Alexandre Corrot, Founder & Creative Director of the brand, talks us through Djula’s 27-year history and the house’s recent expansion into the Middle East
What’s the story behind Djula?
A few decades ago, I was very interested in finding a way to highlight the beauty of the everyday woman through jewellery pieces. Ever since I was a child, diamonds were a key element in all the stories I used to read and hear. I became increasingly fascinated by them as they were always portrayed as a sign of beauty and told their own story. This is what inspired me to create and design jewellery, thus Djula was born. I also wanted to make sure I was doing it my own way, doing it differently by breaking the traditional boundaries of jewellery design to highlight the uniqueness of each woman.
You first launched the brand in 1994. How has the brand evolved over the last 27 years?
Since the launch of Djula, our brand mantra is to ensure we are mirroring today’s world when it comes to trends in jewellery. Years ago, it was more common to buy and wear jewellery for occasions and important moments. Today, jewellery is more visible in our daily life. It can be the starting point of an outfit or an expression of femininity and personality. You founded the brand in France.
What inspired you to expand Djula further afield?
Travelling the world and feeling the pulse of every city is super important for me. The starting point of every collection is a balance between observation and art. In fact, year after year, collection after collection, I like to make sure that Djula is always keeping up with the trends in the market, echoing pop culture and considering our clients’ tastes. Djula is a mirror of today’s world and the relationship that people have with jewellery. Art is also a key factor in the creative process as I am a very big fan of Art Nouveau. I enjoy spending a lot of time in galleries that are in Paris, New York or LA. This is where I feel the most inspired when it comes to creating. It is often my starting point when it comes to creating new collections, as each detail, colour and feel are a source of inspiration that I use to translate with diamonds and stones.
Why did you decide to expand to the Middle East?
When Djula first launched, I noticed customers who were from the Middle East visiting our Paris and Los Angeles boutiques. They were always interested in discovering the brand and learning about the new collections. Also, a few of the Djula launches were inspired by them. This showed me that the Middle East region is an important part of the brand’s success. Having the Djula pieces physically available in the region now has allowed the brand to be closer to our customers and reinforce the relationship.
How do you feel the jewellery space in this region differs from other parts of the world?
It is fast-moving, and I love it. There is a genuine interest and enthusiasm around jewellery. There is a thirst for unique creations, designs, and trends.
You recently opened your Dubai Mall store – the flagship Djula store in the Middle East. How long has this been in the works?
We are very proud to have opened our flagship store in Dubai Mall as it was very important for Djula to be here and to get closer to our customers. It has been quite a journey to establish the Dubai Mall boutique as it is a new store concept which encapsulates one of the most vital pillars of the brand; the Djula Atelier Piercing.
Where do you get your motivation from on a daily basis?
We started from the bottom and grew into a global brand – which is amazing. Seeing Djula worn by women all around the world, having celebrities and influential profiles enter Djula boutiques and collections selling out is more than motivating for me. The energy and drive that I have is inspired by our customers and my talented team.
What advice do you wish you had received at the beginning of your journey to success?
Believe in your dream, everything is possible when you follow your intuition.
What are your top three milestones from your career, so far?
1. The first time I saw my creations being worn on the red carpet; 2. The opening of the First Djula boutique in the US; 3. In 2020 when Djula joined the Chinese conglomerate Fosun. A strategic and important move that opened a new chapter for the brand.
What’s next for Djula?
We will never stop creating new collections and developing new projects such as the opening of a new flagship store in Paris with a strong concept, as well as opening more boutiques in the Middle East and Asia.
December’s – ‘The Winter Escape Issue’ – Download Now
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