Welcome to a new segment, as our Editorial team looks deeper into the designers we feature on The Future Rocks. We’ll be looking into the purpose, passion, and inspiration behind the excellent jewelry pieces we admire.
Loyal.e Paris, led by Maïssa Zard, is our first designer in this series. The brand continuously expresses authenticity, responsibility, and inclusivity at the forefront of decision-making. They believe in the significance of being “Loyal.e to yourself”, and encourage those drawn to their jewelry to invest in and own lab-grown jewelry for themselves, empowering individuals to appreciate themselves and the accomplishments they make. The brand also supports and celebrates gender-neutral styles that leave an impact on the wearer while feeling intentionally designed.
In this article, the Editorial Team explores this, asking Loyal.e Maïssa key questions on the inspiration behind Loyal.e Paris.
We're grateful to Maïssa for sharing with us!
“A piece of jewelry has a soul. It’s an elegant, disruptive, original, graceful piece. It’s a piece loyal to who you are.”
What was your first encounter with jewelry like?
The first piece of jewelry I fell in love with was a ring that belonged to my grandmother. It was a yellow gold ring with diamonds of different cuts surrounding a princess-cut precious stone, that created the illusion of a flower or a firework.
The different cuts of the diamonds created a movement and made the ring lively and exciting – accentuated by the contract of colors between the yellow color of the gold, the diamonds, and the purple center stone. It created such a beautiful harmony of contrast and colors.
I used to wander around my grandmother’s jewelry box every time I had the chance, and admire this ring, hoping and dreaming that one day, I’ll be able to wear it. It was the most beautiful thing I had ever seen.
After my grandmother passed away, this ring was passed on to me. Every time I wear it, I feel a mix of emotions, joy, sadness, and nostalgia. I smell her perfume; I hear her laugh. I remember these times she let me try on her jewelry. This ring holds a special place, if not the most special place in my jewelry collection.
When did you know that you were going to work with jewelry?
I’ve always been passionate about jewelry, and it all started with this special ring.
Beyond the eternal material from which it is made, the value of a piece of jewelry is essentially in the stories that nourish it. A piece of jewelry is passed down from generation to generation and the piece is enriched with emotions, memories, and stories. A piece of jewelry has a soul. It’s an elegant, disruptive, original, graceful piece. It’s a piece loyal to who you are.
Jewelry has always been a key part of who I am. I believe that a beautiful piece of jewelry is one that expresses your individuality and makes you radiate self-confidence.
“In response to an opaque jewelry industry and a distant traditional luxury, I founded Loyal.e to offer a new luxury – authentic, responsible, but also warmer and free from conventions.”
What inspired you to start the brand and why the name Loyal.e Paris?
Loyal.e’s story started with my engagement ring.
I struggled to find an engagement ring that fits at the same pace as my values and what I desired. Today with this new diamond, we have an incredible chance to do things differently.
In response to an opaque jewelry industry and a distant traditional luxury, I founded Loyal.e to offer a new luxury – authentic, responsible, but also warmer and free from conventions.
Loyal.e stands out for its transgressive beauty, playful elegance, and creative freedom. With Loyal.e I aspire to have an impact beyond the jewelry industry, which explains the name of the brand. Why Loyal.e? To always remember to stay loyal to ourselves, and loyal to our planet!
“There should be no compromise on our impact on the planet and its precious resources. We have the responsibility to create tomorrow’s industry, by driving the change for a more inclusive and responsible ecosystem.”
What were your first steps in starting a sustainable jewelry brand like Loyal.e?
Today, having responsible and sustainable practices is not only the new normal, it’s a continuous journey. We owe it first to our planet.
There should be no compromise on our impact on the planet and its precious resources. We have the responsibility to create tomorrow’s industry, by driving the change for a more inclusive and responsible ecosystem.
We also owe it to our customers. We have a duty of transparency and traceability towards our clients, which is essential to our relationship and bond of trust. And that is why transparency and traceability are at the heart of Loyal.e’s commitments.
We exclusively use certified environmentally conscious materials, for our gold, diamonds, and even our packaging. Our lab-grown diamonds are certified climate-neutral, and our 18k gold is recycled and certified RJR-CoC (Responsible Jewelry Council - Chain of Custody).
Each creation is handmade in Paris and reflects the excellence of our atelier’s craftsmanship and know-how. Each piece is delivered with its unique blockchain certificate, for complete traceability. We rethought our cutting-edge packaging design from the ground up, leaving only the bare minimum, to keep your jewelry safe without compromising on protection. The shell is plastic-free, and made with FSC-certified recyclable paperboard.
And, to close the loop, as the mining industry is one of the main causes of deforestation, thanks to our partnership with Planète Urgence, a registered non-profit, for each piece of jewelry sold, a tree is planted.
How do you want people to feel when wearing Loyal.e Paris jewelry?
Every piece of jewelry has a story to tell, and distinct from fashion, jewelry carries forward the amazing memories of its wearer from one generation to another. It’s really the only object you carry with you, time, and again, through the years – it never really loses its appeal. And every time you look down at a piece of jewelry, you are reminded of the special moments and occasions in life in which you wore it, that’s the beauty of jewelry.
I believe that it’s not only about creating the perfect design that everyone will fall in love with, it’s about creating these incredible emotions of joy, empowerment, positivity, and inspiration for people around you.
Our statement pieces reflect what we stand for: women's empowerment, love beyond boundaries, self-expression beyond conventions.
By wearing Loyal.e jewelry, I would like each person to be able to freely express their individuality, beyond conventions.
What makes Loyal.e Paris' jewelry collection stand out amongst the rest?
Each Loyal.e collection has its own story, energy, and style.
With each collection, I try to tell a new story, one that is inspired by the people around me, but that I hope will, in turn, inspire them and empower them. I imagine the people who will wear the Loyal.e creations, how they could wear them, but also what each of the jewelry will bring them. Each of our creations carries meaning and values.
For example, with Intrépide, I wanted to celebrate all women. I wanted to take on the challenge of reinventing that timeless classic, the solitaire diamond. A solitaire that a woman could give herself. A ring that will be by your side every day, reminding you of your strength, audacity, poise, and elegance. There are endless reasons to celebrate yourself with a diamond. Personal or professional achievements, successful and unsuccessful attempts, friendship, and love.
With Toi+Moi, I wanted to tell a new love story. For me, the Toi+Moi rings symbolize a life path rather that two souls will build together, than a simple encounter: the union of two wild spirits in love.
Perpétuel.le is all about freedom, creative freedom. I wanted a collection that is free and spontaneous, that represents energy and movement. It’s a call to express who you really are and dream of who you will become.
Loyal.e stands out for its transgressive beauty, playful elegance, and creative freedom.
Whether you have a minimalist, classic or avant-garde style, whether you wear your jewelry as a centerpiece or a subtle wink, our fine jewelry reveals your inner elegance. Loyal.e fine jewelry perfectly embodies a style of edge and timeless elegance.
“We continue to build on our values and commitments, reflected in each of our collections, and reinforce our support for women.”
How does ‘Loyal.e Paris’ share its vision through what it does?
At Loyal.e, we believe in having a positive impact that goes beyond the product itself. That is why Loyal.e’s vision focuses on two parts, loyal to our planet, and loyal to yourself. We don’t just offer exceptional luxury products. And it’s not only about sustainable practices.
Loyal.e Paris is a purpose-driven brand. Our statement pieces reflect what we stand for: women's empowerment, diversity & love in all its forms, and self-expression beyond conventions. And we make it a priority to inspire people around us.
For example, we have a partnership with Vivre comme Avant, a registered non-profit that supports women treated for breast cancer. The association reaches out to more than 10,000 women each year with individual and personalized support from women volunteers who have themselves been through it.
This new partnership reinforces our commitment to making a positive impact on both our planet and society, beyond the jewelry industry. We continue to build on our values and commitments, reflected in each of our collections, and reinforce our support for women.
What dreams do you have in regard to how the jewelry landscape will continue to change? How do you feel jewelry plays a role in sustainable change and conscious living?
I believe that lab-grown diamonds will definitely have a bigger space in the jewelry industry.
Lab-grown diamonds have already disrupted the world of jewelry. Several media, key opinion leaders, and personalities took a stand and associated themselves with this revolution. And this trend will only accelerate. Sustainability will play an increasingly important role in buying decisions. According to the latest BoFxMcKinsey report, by 2025, sustainability-influenced purchases are expected to account for 30% of fine jewelry sales, presenting an opportunity for the industry to learn from its history and make positive changes.
The impacts and conditions of mining industries are now being exposed. And there are growing concerns about the jewelry industry’s transparency and responsibility.
Thanks to the growing consumer awareness and expectations, brands will have no choice but to adapt if they want to stay relevant.
What are two of your favorite collections from the brand and the story behind them?
My two favorite collections are Intrépide and Ride & Love. I love my Intrépide ring stacks.
The design is so unique, original, and priceless. It has this ability to be very elegant and pure, but at the same time is so empowering. It’s a ring that can’t go unnoticed!
I love playing with my stacks depending on my mood and style of the day, that’s what is amazing about this collection, the personalization. It offers a multitude of ways to stack and layer your rings, the beauty of imagination! I created the Intrépide ring as an ode to all women out there. Fearless, empowered, determined, daring, and capable of going all the way to achieve their goals.
This ring is a strong statement, a ring that will be by your side every day, reminding every woman who wears it of her strength, audacity, poise, and elegance.
I am also obsessed with the Ride & Love collection, especially the earrings that I never take off! The unique energy of the Ride & Love collection is a mix of freshness, edginess, and grace. It is revealed by the power of gold, the precision of the design’s proportions, and the touch of magic conferred by the diamonds. The unique rectangular-shaped design of the earrings enhances your day and night looks with a modern and elegant touch!
Drawn from the shapes of the majestic Japanese stepping stones, predecessors of the bridge, used to cross rivers and streams, the architectural lines of this collection invite you on a voyage. Ride & Love is an ode to passion and adventure. An adventure that animates our relationships and inspires free and unconditional love.