Jacquie Aiche’s jewelry is a story of good energies

In the United States, Valentine‘s Day celebrations are worth over $24 billion, according to the annual survey released by the National Retail Federation. Last year, Americans spent an estimated $6.2 billion on jewelry. In this ultra-dynamic market, a handful of independent designers, such as Los Angeles-based Jacquie Aiche, are making their mark.

Celebrated by celebrities, from Miley Cyrus to Rihanna and Usher, the designer with Egyptian and Californian roots now sells her jewelry in nearly sixty outlets in the U.S. and around the world, from Harrods in London to Mercer by Edith in Paris. Her brand can also be found on the Mr Porter, Mytheresa and Matchesfashion e-shops. As Valentine’s Day approaches, the designer spoke to FashionNetwork.com about the development of her brand.

FashionNetwork: In a few weeks, the world will be celebrating Valentine’s Day, an important commercial moment. Is everything on offer, in terms of orders and customization?
 
Jacquie Aiche : Yes, as all our jewels are made by hand. I’ve seen beautiful custom orders coming through to ensure they’ll be ready in time. I love seeing what my tribe gravitates toward for Valentine’s Day. There’s no better way to celebrate love than with a forever piece. 

FNW: The jewelry market is growing steadily and is set to explode again over the next few years. How do you explain this trend?
 
J.A.: Jewelry carries a positive energy that is undeniable. As more and more people experience the way layers make you feel, it’s only natural for the love to spread. I feel so grateful as our tribe continues to grow – every year brings new magic and more to love.
 
FNW: You say that you create jewelry but also energies. How did this come about? Where does your relationship with energies come from?
 
J.A: Energy is everything. I’ve always been very in touch with my intuition and aware of the energy I put out and receive. I think living with intention is a powerful practice. I feel so lucky to be surrounded by a beautiful tribe of people that also chooses to live consciously. Life is beautiful. 

FNW: Are emotion and spirituality values that appeal to today’s customers? As in, customers are no longer buying a piece of jewelry just because it’s a piece of jewelry? Is the extra soul important?

J.A : For me, it has always been about creating pieces that carry intention – adornments that people would have a more spiritual connection. I believe we are all naturally attracted to positive energy. Our layers are made to inspire healing, love and happiness – it’s all about the way they make you feel. 

FNW : Your offices and showroom are located in Hollywood, in your real family home. How does this add or change to the way you work?

J.A: The Bungalow is our own little sanctuary in Beverly Hills. As soon as you walk in, you’re surrounded by crystals and jewelry and immediately feel a shift in energy. Because it was my family home, it is such a personal and sacred space. It makes the work feel so inspired – and I love being surrounded by the natural beauty of California – everything from the sunshine to the wildflowers. There’s an energy here that’s unlike anywhere else in the world.

FNW: Your jewelry is worn by all the big Hollywood stars, but where does your audience come from? 
 
J.A : Our tribe is all over the world. Because so much of our business is done online, it’s allowed to expand our market worldwide.

FNW : You sell your jewelry all over the world, but you haven’t yet opened a boutique under your own name. Why not take the opportunity?
 
J.A : I love keeping everything close to home. Our business is run by a small team, and that intimate, personal feeling is infused into every piece. I wouldn’t change it for the world.
 
FNW: What are your next collaborations? 

J.A : On February 5, we are launching our newest Timex drop, ‘The Soulmate’ collection. Designing this collection felt like a real life fantasy. Both timepieces inspire such a special energy. The Pink Mother of Pearl is vibrant and light-hearted, while the Black Mother of Pearl is refined and elegant. They’re the perfect pair.