Founded by Debora Lucki and Camilla Guimarães, JULLS is a curatorial platform that promotes Brazil’s most compelling fine jewellery designers — both emerging and established. With roots in architecture, design, and marketing, the duo brings a sharp eye and a deep respect for craftsmanship to the global stage.
Since its debut in 2016, JULLS has built bridges between Latin American ateliers and international retailers, placing authorial jewellery in the spotlight where it belongs.
Solitaire International spoke with the founders about their creative ethos, the power of storytelling, and why Brazilian design is having its moment. What makes the designers of JULLS stand out is how they reinterpret Brazilian traditions through a contemporary lens. “We are drawn to creators who honour manual processes while embracing innovation in form, material, and concept,” the founders of the brand add.
Can you share a bit about your backgrounds and what inspired you to come together to create JULLS?
We, Camilla and I, have founded a curatorship company dedicated to developing the best of authorial fine jewellery designers. We were both born and raised in Brazil, a country of immense cultural diversity and natural beauty, which has always influenced our aesthetic sensibilities.
Camilla’s background is architecture and design, and I have always worked in the marketing business. Our paths crossed professionally through a shared passion for art and design and the desire to bridge the gap between designers and the best retailers in the world, which eventually led us to build JULLS.
What guides your curatorial eye?
As curators, our aesthetic reflects the brands we represent authorial, colourful, artsy, edge and contemporary. We gravitate towards jewellery that tells a story — whether through architectural lines, organic textures, or vibrant use of colour. There is always an element of unexpected beauty, where traditional craftsmanship meets avant-garde design. Brazilian jewellery is fearless in combining materials, embracing asymmetry, and celebrating individuality — and that spirit is at the heart of everything we do at JULLS.
JULLS was born from our desire to highlight the incredible creativity and craftsmanship of authorial designers to a broader international audience. Rather than being jewellery designers ourselves, we are curators — storytellers who connect unique artistic DNA with the global market.
We started our company in 2016, and most of the designers we represent are crafted in Latin America by independent ateliers who merge ancestral techniques with innovative design.
How did your business take off?
Our debut included a carefully selected curation of 10 designers in a Trunk Show in New York who embody the diversity of authorial fine jewellery. We launched designers who work with high quality of gemstones and finishing, unconventional materials and sustainable practices. The inspiration was clear: to show the world that authorial jewellery goes far beyond traditional — it is artistic, conceptual, and deeply contemporary.
How does JULLS play a creative role? Also, how are you celebrating the mines and gems in your home country?
JULLS acts as a bridge between the source — Brazil’s extraordinary mines — and the final artistic expression crafted by our designers. Our partnership with the mines is also about fostering transparency and ethical sourcing. Many of our designers choose their stones directly from mines that use ethical processes, supporting local communities and sustainable practices. We regularly gather feedback from buyers and retailers who we collaborate with; and work closely with our designers, to help them refine their pieces.
We created a project named Mine-to-Market to connect the designers with mines that have Brazilian gems and operate using sustainable practices. We also curated brands that had the same DNA to be part of this project. One remarkable example is Fiszman Jewel. Richard Fiszman’s work deeply connects with the energy of Brazilian gemstones. His Heritage Collection features bi-colour tourmalines and rubellites, directly sourced from the Cruzeiro Mine in the state of Minas Gerais—the largest in the world in terms of the scale of production—known for its fair mining practices.
Which designers did you showcase at the Couture Show this year? And did they make anything special for the show?
We were thrilled to debut a selection of exceptional pieces at the Couture show in Las Vegas this year, each reflecting a unique narrative. Each designer, who is part of our curation, brought exclusive, never-before-seen pieces created especially for the Couture show. These designs reflect not only their artistic identity but also created a dialogue with the international audience — pieces that bridge Brazilian essence with global sophistication.
The creations of Andrea Matos Lopes are known for their bold and colourful designs that blend Brazilian soul with international aesthetics. Her standout piece was a Romance necklace in 18-karat gold with a beautiful mix of turquoise and emerald.
Denise Cassou’s pieces are deeply spiritual, crafted with natural gemstones and symbolic forms that channel energy and intention. A standout piece for us was the Belle Polonaise pair of earrings in 18-karat gold with ‘roxinho’ wood, bicolour tourmaline and diamonds.
Carol Kauffmann is known for her bold, architectural designs that play with colour and geometry. Her Explosion earrings are inspired by celestial bodies. The pieces, made of yellow gold and adorned with diamonds, capture the light and energy of the Sun, planets and the stars.
AMPM blends minimalism with sensual curves, focusing on pieces that move with the body. Their Re-Charge bracelet is a statement of fluidity, edge, and elegance.
Maria Eulalia’s work embodies organic luxury, with hand-textured gold and sculptural silhouettes. The Hanover collection brings elegance and the resplendent shine of jewellery of the time and is inspired by the note’s classics by Mozart.
Can you share key challenges you’ve faced as entrepreneurs and the strategies you used to overcome them?
One of our biggest challenges, we would say was breaking preconceived notions about Brazilian jewellery within international markets. For a long time, Brazilian design was underrepresented globally, often perceived only through the lens of raw gemstones rather than finished, artistic jewellery.
We overcame this by telling our story and the stories behind each designer, each gem, and each process.
Building relationships with retailers, members of the press and collectors has been key. Couture is a perfect example of how we are now positioning authorial fine jewellery where it belongs: among the most innovative and desirable in the world.
What’s the best piece of business advice you’ve ever received — and how has it shaped the way you do you work?
The best advice we ever received is simple but profound: “Stay authentic to your purpose.” In an industry driven by trends, it’s tempting to chase what’s commercially expected. With committed curation and quality work with professionalism, consistency and high-quality designers, we strive to remain authentic.
Another powerful lesson is that “relationships are everything.” Whether with designers, clients, or partners, nurturing trust, transparency, and collaboration has been the foundation of our growth.