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Montreal content creator and entrepreneur Julie Etienne embraces the idea of everyday luxury.
It’s with that ethos of enjoying the finer things, no matter the occasion, that Etienne created the jewelry brand Mademoiselle Jules, which offers demi-fine jewelry pieces ranging from earrings to necklaces.
“Wear it to your morning coffee run or an elegant evening out,” she shares. “The pieces are designed to celebrate you, every day.”
We caught up with Etienne to learn more:
Q: For those who aren’t familiar, what is Mademoiselle Jules?
A: Mademoiselle Jules is my labour of love — a Canadian, woman-owned luxury jewelry brand that I started to bring timeless elegance to everyday life. As a luxury lifestyle content creator, I’ve always been passionate about curating beauty and meaning in the things we wear. That’s why every piece in our collection is designed with versatility and style in mind, for both your daily moments and your most special occasions.
Q: What makes it unique?
A: What makes Mademoiselle Jules so special is the connection we build with people. I created this brand to be more than just jewelry — it’s about meaningful relationships, self-expression, and timeless beauty. Our people-focused philosophy means you’re always at the heart of what we do.
Versatility is a cornerstone of our designs. With interchangeable pieces, you can adapt your jewelry to fit any mood or occasion effortlessly. Timeless elegance is key; I want our jewelry to transcend trends and become cherished staples in your collection.
Q: Who is the target customer?
A: The mamas. As a mother myself, I know how important it is to have pieces that work as hard as we do. These are timeless, dependable designs that fit seamlessly into busy schedules while still making us feel beautiful and put together.
The stylishly eclectic. Over the years, I’ve loved experimenting with my looks, and I created Mademoiselle Jules for women who embrace their individuality. Whether you want to stack your rings, layer necklaces, or mix and match bold statement pieces, this collection is for you.
And the thoughtful shopper: For women who’ve learned to value quality over quantity, our timeless, versatile designs resonate deeply. These are pieces that fit your lifestyle, whether you’re dressing for a casual coffee date or a glamorous evening out.
Q: Is there a ‘hero’ design in the collection?
A: Yes. Our Iconic Core Collection, especially the interchangeable pieces like our charm necklaces and hoop earrings, are the heart and soul of Mademoiselle Jules. These designs are all about adaptability and elegance. They’re made to effortlessly transition with you, whether you’re dressing up for a big event or keeping it casual.
Q: What is the price range for your pieces?
A: I’ve worked hard to ensure our jewelry is accessible yet luxurious. Prices range from $35 for charms to $760 for necklaces, offering something for everyone — from affordable luxuries to meaningful investment pieces.
Q: And where can people check them out?
A: You can find Mademoiselle Jules jewelry at Holt Renfrew Ogilvy in Montreal, Simons in Montreal, and online at mademoisellejules.com.