26 | LUXlife Magazine Jewellery Brand of the Year 2025 - Sweden ZAZA&LILI is a jewellery brand for her – alongside MÄN, a new jewellery line for him – both sitting under the umbrella of Zelli of Sweden, a jewellery house founded by Madeleine Jarl. ZAZA&LILI is the embodiment of thoughtful, quality design, blending Parisian elegance and Scandinavian simplicity for a gorgeously unique jewellery range. In light of ZAZA&LILI’s recognition within the Global Excellence Awards 2025, we speak to Madeleine to learn more about the award-winning brand. Named after Madeleine’s daughters, ZAZA&LILI’s jewellery range is designed with “a more tender, soulful expression, featuring pieces that honour love, transformation, and inner resilience”. This is contrast to MÄN, which offers minimalist jewellery for men, “with signature pieces in stone, leather, and now silver that articulate modern masculinity with quiet strength”. Together, these collections represent Zelli of Sweden as a company all about quality and human connection, inviting customers to shop products that serve as truly beautiful gifts to be cherished, whether for a special someone or as a symbol of self-love. Available online, but also in international inflight retail, this enables the brands to meet customers mid-journey, with products often becoming a meaningful gift or personal milestone to hold an abundance of treasured memories. The Zelli of Sweden brand reflects the personal story of founder, Madeleine Jarl, whose journey from athlete and international model to selftaught entrepreneur came with incredible intuition, resilience, and creative curiosity for the formation of something truly special. Taking inspiration from her birth country of Sweden and time spent in Paris, Madeleine merges Scandinavian precision with Parisian delicateness to craft a signature aesthetic that leaves a lasting impression like no other. “Zelli of Sweden is very much a familyowned company, shaped by close, intentional collaboration and a values-driven approach,” says Madeleine. “Remaining small in scale has enabled the team to stay deeply involved in every step of the process – from concept to design to storytelling – fostering a level of care and authenticity that distinguishes the brand.” “In an industry often focused on perfection, status, and fleeting trends, ZAZA&LILI offers a more human form of luxury — jewellery created to be felt as much as seen. Rather than following the rhythm of fast fashion, the brand embraces slow, intentional design rooted in quality and emotional resonance.” She continues, “For the brand, jewellery is never just an accessory – it’s a vessel for memory, identity, and emotional expression. Each piece is created to feel personal and enduring, designed to be lived with and held close. “The company is equally committed to craftmanship, slow design, and purpose. Every creation is intended to last – not only in form, but in meaning – reflecting a belief in the quiet power of simplicity and detail. “At the centre of it all is a commitment to bringing more soul into the world through jewellery that feels authentic, thoughtful, and deeply felt.” Zelli of Sweden’s stunning product ranges are indeed gaining the praise they deserve, being no stranger to valued customer feedback and recognition across a range of international platforms. Madeleine has featured in a number of publications, most recently including The Chief’s Digest – 10 Most Influential Companies of the Year 2025; The Chief’s Digest – The Heart Behind Zelli of Sweden AB; EMEA Entrepreneur – Madeleine Jarl; and EMEA Entrepreneur Magazine – Vol. 4, Issue 2 (Sweden). Madeleine comments, “These recognitions speak to the spirit of Zelli of Sweden – A company built not only on design, but on emotion, authenticity, and creative courage.” In 2025, ZAZA&LILI celebrated its 10th anniversary, a milestone that saw a rejuvenated brand identity to signify its extraordinary evolution over the years. This came alongside the launch of new collections to represent the brand’s heartfelt roots and innovative clarity and confidence. ZAZA&LILI also enhanced its engagement with its community through engaging storytelling on social media. As for MÄN, this brand continues to grow within international inflight retail, and it introduced a new silver collection at the end of 2025 – bringing “fresh yet cohesive expression to its minimalistic roots”. It is an exciting time for both of these brands as they continue to develop and grow, achieving more visibility, more depth, and more emotional resonance as time goes on. As a result, Zelli of Sweden progresses with honesty, purpose, and sentiment – and we look forward to seeing it continue to flourish into the future ahead. Company name: ZAZA&LILI Contact name: Madeleine Jarl Website: www.zaza-lili.com
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