As the founder of joubijoux, Elise Bitar brings a fresh perspective to luxury jewelry by merging her passion for art and creativity with over 14 years of experience in the luxury watch and jewelry industry. In this exclusive interview with The Luxe Scoop, Elise shares the story behind her brand, the inspiration for its debut collection, and her vision for creating playful yet elegant pieces that resonate with modern women.
The Luxe Scoop: What inspired you to create joubijoux, and how does the brand reflect your personal vision for luxury jewelry?
Elise Bitar: With 14 years of experience in the luxury world of watches and jewelry, coupled with a lifelong passion for art and creativity, I have developed a profound love for unique design and craftsmanship. This blend of experience and creative fervor inspired me to embark on my own journey, creating something uniquely personal that reflects my vision. Bringing my ideas to life, watching each piece come alive with its own story, and sharing that journey with others truly motivates me in my career.
My personal journey deeply influences the brand identity of joubijoux. From a young age, I’ve had a profound love for art and colors, which has been a cornerstone in shaping the aesthetic and vibrancy of our jewelry designs. My dynamic and active lifestyle reflects in the playful and unique elements of each piece, ensuring they stand out and speak to those who shy away from the mundane. Being someone who thrives on change and innovation, I’ve embedded the essence of thinking outside the box into joubijoux. This approach not only drives the creative direction of our collections but also ensures that each piece carries a touch of unexpectedness and excitement. Our brand is for those who, like me, seek to make everyday life a bit more colorful and less predictable. We strive to craft pieces that are not just jewelry but expressions of creativity and personal style that resonate with the dynamic and artistic spirits of our customers.
The Luxe Scoop: joubijoux’s debut collection, Kaleido, is inspired by kaleidoscope patterns. Can you share the story behind this inspiration and how it shaped the collection?
Elise Bitar: The Kaleido collection is inspired by the enchanting visual spectacle of the kaleidoscope, known for its dynamic interplay of colors and shapes. Drawing from the Greek words kalos, meaning beautiful, and eidos, meaning form or type, the collection embodies these qualities in every aspect. It features a vibrant array of colorful threads intertwined with various shapes, each designed to bring out joy and playfulness reminiscent of a kaleidoscope’s ever-changing beauty. This collection is crafted to capture the essence of these optical instruments, where each turn reveals new patterns and colors, offering a fresh perspective. Similarly, the Kaleido pieces are designed to be worn stacked, enhancing their beauty and impact. Each combination is as unique as the person who wears them, constantly evolving and bringing continuous delight to its admirers.
The Luxe Scoop: Your designs combine playfulness with elegance. How do you strike the balance between these contrasting elements in your creations?
Elise Bitar: Our approach to design meticulously blends refined craftsmanship with a playful touch to create pieces that are both sophisticated and spirited. The key to this balance is in the details. Whether through the use of unexpected color combinations, whimsical shapes, or innovative materials, we ensure each piece carries a hint of joy while maintaining a polished look. We integrate traditional techniques with modern design elements, allowing the quality of craftsmanship to shine through while embracing a lighter, more whimsical aesthetic. This duality not only makes our pieces uniquely appealing but also versatile, suitable for both formal occasions and everyday wear. By doing so, we invite our wearers to express their personality and style in a sophisticated yet fun way.
The Luxe Scoop: joubijoux uses 18k gold, diamond accents, and vibrant threads. How do these materials contribute to the brand’s unique identity?
Elise Bitar: Each material is selected not only for its quality and durability but also for its ability to convey the essence of our brand’s playful and artistic spirit. By using 18k gold, joubijoux ensures that each piece offers the perfect balance of purity and strength. This choice reflects our commitment to quality and luxury, providing a rich, warm base that enhances the intricate designs of our jewelry.
The high gold content exudes a classic elegance that appeals to contemporary tastes, serving as a testament to timeless beauty and sophistication. The use of diamonds, even in subtle accents, adds a touch of brilliance and luxury to our pieces. Diamonds bring an element of timeless allure that elevates the design without overpowering the playful elements. They symbolize the attention to detail and the high standards of craftsmanship that joubijoux upholds, appealing to customers who appreciate the finer things in life.
The incorporation of vibrant threads in collections like Kaleido adds a distinctive, youthful vibe that sets joubijoux apart in the jewelry market. These threads introduce a burst of color and texture, making the jewelry pieces versatile and fun. They allow wearers to express their personality and style in a unique way, bridging the gap between traditional jewelry and modern, casual accessorizing. Together, these materials not only contribute to the luxurious and high-quality nature of our products but also underscore joubijoux’s identity as a brand that celebrates joy, creativity, and individual expression through exceptional jewelry design.
The Luxe Scoop: How do you ensure your pieces resonate with the modern woman?
Elise Bitar: At joubijoux, we ensure our pieces resonate with the modern woman by focusing on design, functionality, and emotional connection. Here’s how we approach each of these aspects:
- Design Innovation: We continuously explore contemporary aesthetics, blending them with timeless elements to create jewelry that is both trendy and classic.
- Functionality and Comfort: Our pieces are lightweight, easy to mix and match, and perfect for stacking.
- Emotional Connection: Each collection tells a story or conveys a message that resonates with the aspirations, strengths, and beauty of the modern woman.
- Sustainability and Ethics: Customers appreciate knowing that our jewelry is crafted with respect for people and the planet. By addressing these key areas, joubijoux ensures that our jewelry resonates with the modern woman, offering her beauty, functionality, and shared values.
The Luxe Scoop: Can you elaborate on how joubijoux incorporates ethical practices in sourcing and craftsmanship?
Elise Bitar: joubijoux is deeply committed to ethical practices in sourcing and craftsmanship. We prioritize responsibly sourced materials and work with suppliers certified under ethical standards. Additionally, our handcrafted approach reduces environmental impact while celebrating cultural heritage.
The Luxe Scoop: With 14 years of experience in the luxury industry, how has your professional journey influenced the creation of joubijoux?
Elise Bitar: My extensive background in luxury has instilled in me a respect for craftsmanship and an unwavering commitment to quality. At joubijoux, we craft more than jewelry—we create connections, offering pieces that celebrate beauty and memories.
The Luxe Scoop: What advice would you give to women looking to integrate jewelry into their daily lives?
Elise Bitar: Start with versatile pieces you love, like a stack of rings or elegant earrings. Mix, match, and layer them to reflect your mood. Remember, your jewelry is a personal expression—choose pieces that make you feel confident and joyful.
The Luxe Scoop: Can you give us a glimpse of what’s next for joubijoux?
Elise Bitar: We’re launching new collections, planning pop-up events, and exploring creative collaborations. Stay tuned—we can’t wait to share these exciting updates with you!
