OUR STORY

Hi, I'm Julia – but most people know me as Juul.

My love for jewelry has always been there. From a young age, I was busy combining, stacking, and selecting pieces that were just a little bit different. When more and more people started asking where my jewelry came from, I knew: I had to share this with others. And so, in 2023, Juuwels was born – a combination of my nickname and my favorite things: jewelry.

Each piece is carefully selected – I only choose items I truly believe in and that I'm proud to wear. Think statement jewelry you can wear every day. Not standard jewelry, but eye-catching pieces that subtly stand out. The kind of jewelry people will be drawn to.

Juuwels is there for everyone who wants to make a big difference with a small detail.

Whether you're wearing a basic outfit or going all out, our jewelry will complete the look. Don't follow trends, but enhance your own style. That's what I believe in.

Now, at the end of 2025, it is time for a new chapter.

Driven by that same creative energy, I'm pursuing my second great love: clothing. What began with jewelry is now growing into a broader fashion label that celebrates personal style in all its forms. Juuwels will remain—as the core, as the beginning—but the world of Juuwels is becoming bigger, more exciting, and more diverse.