How Parisienne Fine Jewellery House Djula Has Found A New Home In Dubai

by Harper's Bazaar Arabia October 16, 2021October 19, 2021

Founder and Artistic Director Alexandre Corrot shares with Bazaar his message to women everywhere; a love letter in the form of exquisitely crafted pieces

Women looking for fine jewellery that is also playful and free-spirited will find their happy place with the Parisian brand Djula. A house where each collection speaks to those who prefer to wear their diamonds daily, rather than keep them locked away for special occasions. Djula is for those women who see a solitary ring, bracelet, or necklace as a missed opportunity to create a bejeweled accessory event every day.

“My message to women is to be different, be elegant and fashionable at the same time. Put self-expression above all else,” said Alexandre Corrot, Djula’s founder and artistic director exclusively to Harper’s Bazaar Arabia. “I love that women come alone to the stores to buy my jewellery on their own. That they see my pieces like another accessory to be added to their wardrobe and that they love to wear multiple pieces at a time.”

Alexandre, who likes to use the Art Nouveau period as a starting point for his Djula pieces has played his own role in converting the jewellery sector into something more urban, especially with his provocative glam rock items and his coveted design techniques. His work challenges established brands, by offering fashion-forward, evergreen keepsakes for both mothers and daughters, and by making fine jewellery both aspirational and attainable.

(From top) Diamond Crossed X Fairytale Ring in gold, Dhs7,870; Diamond bow engagement Ring in gold, Dhs1,700; Magic Touch diamond moon chain Ring in gold, Dhs1,140; Semi paved diamond Barbelé Ring in gold, Dhs5,400; Graphique Diamond double V Ring in gold, Dhs11,610; Magic Touch diamond wings chain Ring in gold, Dhs2,040; Djula Bracelet, POA, all Djula Jewellery available at Damas, Top, stylist’s own

The perfect example of this is his new day-glow and diamonds Marbella collection that has pieces that start at Dhs1,055. The collection’s fluo enamel colorways contrast brightly against the shimmering stones and the combination conveys a sense of summertime fun and laid-back cool. And it says a lot about Alexandre and his creative spirit that the Marbella line was inspired by his childhood love of the colourful Slap Wrap bracelets that were all the rage when he was growing up.

Jewellery Djula — Diamond three sun Y shape Necklace in white gold, Dhs19,490; Diamond 3 Sun drop Earrings in gold, Dhs31,830; (right hand) Djula Bracelets, POA; Djula Rings, POA; (left hand) Djula Bracelets, POA, all Djula Jewellery available at Damas, Dress and Tights, stylist’s own. Boots, POA, Christian Louboutin

And finally, after years of enchanting the global A-list – from Jennifer Lopez and Katy Perry to Gwenyth Paltrow and Julia Roberts – Alexandre, who launched his Parisian house in 1994, is making a major move into the Middle East with his first stand-alone store in the Dubai Mall.

A decision he made because of the success of his jewellery in the region. “We have always had success with a Middle East clientele. Up until now, they have always flocked to Paris to find our fine jewellery,” Alexandre mused as he gave a tour of his new store.

The designer took particular pride in the private room at the back where clients will be able to sit in a retro-cool red leather and chrome metal dentist chair and get their piercings done. “Women who get piercings now aren’t just those with tattoos, it’s become very democratic. And it takes freedom to the next step. When you get a piercing the jewellery becomes even more part of you. It is more personal” he explained.

Djula Silver — Semi paved diamond Barbelé Ring in white gold, Dhs5,400; Djula Rings, POA; Djula Earrings, POA; Djula Necklaces, POA; Djula Bracelets, POA, all Djula Jewellery available at damasjewellery.com and in the new Djula boutique at The Dubai Mall. Bodysuit, POA, Attuale. Vintage Trousers, stylist’s own. Shoes, POA, Christian Louboutin

This new creative avenue for Alexandre is just one more way for Djula to become an integral part of the lives of those it adorns. And it is a perfect extension of the house’s commitment to empowering women to decide how they want to shine in the world.

For more information, damasjewellery.com

Photography By Adam Browning-hiill. Styling By Chantal Brocca

Model: Sanja Urosevic at Signature Element. Hair: Olive Jeanne at MMG. Make-Up: Kasia Domanska at MMG. Producer: Jesse Vora. Creative Producer: Kat Ismail. Photographer’s Assistant: Jaffar Shereey. DigiTech: Niko Ibayan

From Harper’s Bazaar Arabia’s October 2021 issue

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