ZAZA&LILI was never about chasing trends. It’s about creating jewelry that carries love, strength, and soul across generations

You grew up in Sweden and spent years in Paris. How do those worlds show up in your work?

Sweden gave me an eye for simplicity clean design, natural beauty, and a belief that elegance doesn’t need to shout. Paris added another layer: emotion, artistry, and a little drama.

When you combine the two, you get ZAZA&LILI. The pieces are minimalistic yet expressive, understated yet soulful. That mix of Scandinavian clarity and French passion is in everything we do – from the shapes to the storytelling behind them.

Sweden taught me the simplicity; Paris taught me that emotion makes simplicity unforgettable.

You often describe your work as “everyday luxury.” What does that mean in practice?

I believe jewelry should be lived in, not hidden away for special occasions. Everyday luxury is about designing pieces that feel natural enough to wear to work or dinner with friends yet refined enough to mark life’s big moments.

We focus on details gentle curves, textures you want to touch, shapes that are familiar but unique. The luxury comes not from flash but from thoughtfulness, quality, and timelessness.

“Jewelry shouldn’t sit in a drawer waiting for a gala, it should be part of your everyday story.”

ZAZA&LILI is also known for its inflight collections. How did that part of your journey take off?

My background in travel retail helped a lot. I knew the unique mindset travelers are in when they’re flying – they’re reflective, emotional, and open to discovery. Offering jewelry in that moment felt natural.

Today, our inflight partnerships let us connect with women across the globe in such an intimate way. For me, it’s still surreal to think that something inspired by my daughters is being discovered and worn by women thousands of feet in the air.

“When people are traveling, they’re in a reflective state. It’s the perfect moment to discover something personal.”

Running a brand that’s both global and personal must be challenging. How do you balance it?

With intention and care. ZAZA&LILI is part of Zelli of Sweden AB, which gives us structure. But we’ve kept operations small and hands-on, which means we can stay close to our partners and customers.

We work with logistics experts who make sure deliveries arrive safely around the world, and with distributors who know inflight retail inside out. But at the end of the day, it’s about relationships. I never want this brand to feel faceless. Each piece should feel as if it was made just for the person wearing it.

“Even as we grow, I want every piece to feel like it was made for one person, not for the masses.”

Looking ahead, what opportunities excite you most?

I see a global hunger for slower, more thoughtful fashion. People are tired of buying things that break or fade after a season. They want pieces that last not just physically, but emotionally.

That’s where we’re heading: working with carefully chosen boutiques and online shops that share our values. And then there’s MÄN, our line for men. It lets us reach another audience that appreciates simplicity and understated design.

“The future of jewelry isn’t speed. It’s meaning. People want to invest in pieces that stay with them.”

Your background is so diverse. How has it shaped your leadership?

Sports gave me discipline. Modeling taught me to adapt and keep going even when things were tough. Running an agency gave me business instincts. But motherhood? That’s where I truly learned to lead.

My leadership style is gentle but strong. I don’t believe in pushing or micromanaging. I believe in trust, empathy, and clear boundaries. And like many entrepreneurs, I’ve had failures. I’ve gone through tough times including the pandemic. But each challenge has made me more resilient, more focused, and more committed to leading with heart.

“Leadership, to me, is not about pushing. It’s about guiding with trust, patience, and clarity.”

And finally, what do you hope people feel when they wear ZAZA&LILI?

I hope they feel that their jewelry is more than an accessory. That it’s part of who they are. Maybe it reminds them of someone they love. Maybe it gives them strength before an important day. Maybe it just feels like “them.”

At the heart of it, jewelry tells stories, and my greatest joy is knowing ZAZA&LILI pieces are helping women and men carry theirs.

“At its heart, ZAZA&LILI is about family, resilience, and carrying your story with pride.”

Closing Thought

Madeleine Jarl has built ZAZA&LILI not as a brand that chases trends, but as a philosophy of living with meaning. Guided by her Swedish roots, Parisian experiences, and maternal heart, the brand embodies quiet elegance and soulful strength. From inflight boutiques to daily wardrobes, ZAZA&LILI proves that jewelry can be more than adornment it can be a piece of your story, carried for life.