ZAZA LILI– A Love Letter To All Women From Madeleine

ZAZA LILI is not just a jewelry brand—it’s a blend of creativity, a feeling for all women, and a deep sense of creating something personal, something meaningful. It came into existence as a result of this desire, combined with the multi-cultural experience and love for her daughters. When Madeleine Jarl gave birth to two beautiful twin daughters, Kenza and Ellin, it was then that ZAZA LILI was born; they became the namesakes and faces of the brand.

From being a competitive springboard diver to modeling in Paris for renowned brands like Christian Dior and Lancôme to launching an agency representing brands, Madeleine experienced the diversity of the world in terms of fragrances, colors, materials, languages, and cultures. It is the whole experience combined that makes ZAZA LILI what it is today. 

The Birth of ZAZA LILI

After working for several years in travel retail and the representation of other brands, Madeleine decided that she deeply desired to express her vision. She continued to ask herself, “Why sell other people’s dreams when I could create my own?” When the inner voice became louder, ZAZA LILI was founded in 2015. The brand is built on authenticity, intuition, and the delicate balance between strength and grace. “It’s a love letter to women everywhere, and the values of elegance, family, and purpose,” says Madeleine.  Nearly four years later, she introduced a new line of jewelry exclusive to men, called MÄN, which simply means ‘men’ in Swedish. The brands emerged from her desire to share her personal creations along with her visions with the world. MÄN was established because of the success ZAZA LILI had seen over the years. 

Designing from a Global Lens

From the soft lights of a Parisian afternoon, to the stillness of a Japanese garden, to the bustling souk of North Africa, each and every experience left an impression on Madeleine. Thus, all her encounters became her muse and eventually influenced her design language and aesthetics.  Madeleine’s early years gave her a sense of appreciation for simplicity, silence, and minimalism. Later, living in France taught her expressive beauty and sensuality. Finally, the rest of the world—from Fiji to St. Martin to Barcelona—led her to believe that elegance can take various forms. Her pieces are thus infused with this cultural tapestry. She tells us, “I design with a global soul but always with a personal touch, honoring the quiet poetry of everyday moments.” When asked about her take on minimalism, Madeleine’s perspective is surprising. She believes that it is about presence, not absence. The concept of minimalism is about letting each element breathe and speak for itself. As a matter of fact, her struggle lies in finding a harmony between richness and restraint. She believes all the details, from a subtle shimmer to a curve, hold emotion when given space. Each piece that she creates starts with a feeling and not a trend. Madeleine shares the secret behind her designs, “I ask myself: does this bring calm? Does it feel grounded and timeless? That’s how I find balance—by designing with intuition, not excess. I want my jewelry to feel like an extension of the woman wearing it—natural, graceful, quietly powerful.” 

Made to Last, Meant to Matter 

The entire brand is based on the idea of sustainability and timelessness. The ZAZA LILI pieces are designed with great care, and each collection is meant to last physically, as well as emotionally. What’s more, timelessness, says Madeleine, is part of their DNA. For each item, hypoallergenic and durable materials are used, and the brand works only with partners who align with its ethical values.  Since it’s not about the trend for Madeleine, she is focused on making jewelry that is everlasting. She says, “I also believe in the power of slow fashion—creating pieces that you return to season after season because they still feel relevant, still feel you. That, to me, is the ultimate form of sustainability.”  ZAZA LILI’s designs are creative and well-thought-out. But how do these pieces come to reality? Well, for Madeleine, quality is everything. She firmly believes in understated luxury, the pieces that whisper instead of shouting. The material for each piece is chosen for its beauty, ethical integrity, and durability.  Madeleine works closely with trusted artisans who understand her vision well. According to her, craftsmanship is not just about technique; instead, it’s about emotion. From hypoallergenic finishes to plating to alloys, ZAZA LILI uses a variety of these to blend resilience and refinement finely. The outcome is jewelry that can be worn on a daily basis but still feels special. Madeleine aims to provide pieces that feel “like a small treasure that stays close to skin and spirit.” 

For ZAZA LILI, It’s Not About Marketing

The birth of ZAZA LILI and Madeleine’s daughters was not a mere coincidence—the brand was created because of them. The individuality, energy, and duality of Kenza and Ellin are what inspire Madeleine, making family the heart of ZAZA LILI. It is the concept of family that shapes the way in which the founder leads, designs, and connects with the customers.  Being family-centric brings a sense of responsibility along with tenderness to the business. “Every piece of jewelry carries that spirit—a quiet celebration of love, connection, and the strength found in softness. I want women to feel that warmth when they wear ZAZA LILI,” shares Madeleine.  While it has already been established that ZAZA LILI’s key focus is on women wearing elegant jewelry that makes them feel themselves, the greater deal is that the brand’s story is not about marketing. So, what is it about then? ZAZA LILI’s diary is like a personal journal, where Madeleine shares her travel moments, emotions, and inspirations. With humanity and meaningfulness being extremely important to her, she is focused on sharing the real story. “I want customers to feel that there is a person behind the brand – a woman, a mother, a dreamer – who creates not only jewelry, but also stories. It’s not just marketing, it’s a story that comes from the heart,” says Madeleine.

Prevailing Against Obstacles, Coming Out Stronger

Like every other business, ZAZA LILI  has experienced hardships in its initial phase. Among the major challenges that Madeleine faced was wearing all the hats—mother, businesswoman, designer, accountant, and communicator. Since she did not have a formal business background, it was quite overwhelming for her. Nonetheless, Madeleine eventually became a role model for not just her daughters but also for women across the globe who resonate with her. She overcame the obstacles by trusting her instincts and focusing on what makes her unique. In addition to this, Madeleine also embraced patience, collaboration, and self-learning.  She has come out stronger than ever. “As a woman, you often have to prove yourself more, but I see that as fuel. My leadership is gentle, but grounded. I believe in kindness and resilience, and that strength doesn’t need to be loud to be effective,” says Madeleine. ZAZA LILI originated from Madeleine’s encounters, making it a lot more than just a brand focused on selling jewelry to customers. From her experience in travel retail, she had learned the needs and rhythms of the world. Hence, through ZAZA LILI, her sole purpose was to offer ethical, elegant jewelry with emotional value.  Being featured on international airlines helped the brand connect with women across continents and cultures, from all walks of life. Madeleine happily says, “It’s a beautiful metaphor, too—our jewelry flying through the skies, carried close to women’s hearts. It has helped shape ZAZA LILI into a global brand, yet with a very personal story.”

What’s Next for ZAZA LILI

When asked about the future of her businesses, Madeleine shares that they have exciting things on the horizon. Not only is she presently expanding MÄN (with upcoming collections in steel and silver), but she is also exploring new collaborations and materials for ZAZA LILI. Furthermore, the brand is also seeking growth in its presence in international markets and depth in its community connections via storytelling and events.  Madeleine says, “But at the core,ZAZA LILI will remain what it’s always been—a brand built from the heart, inspired by life, and crafted for women who walk their path with quiet confidence.” With fervent enthusiasm, dedication, and passion, Madeleine has devoted herself to creating and nurturing her brands, continuously making efforts to expand. She is consistently looking for innovative ways to make beauty and luxury accessible as well as ethical. 
company names: ZELLI OF SWEDEN AB (brand names: Zaza&Lili and MÄN)
 
Zelli of Sweden AB and Zaza&Lili created in 2015, MÄN created in 2019
 
located in the city of Hjo in Sweden
 
Owner and creator: Madeleine Jarl
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