Juna Fae: the new Belgian brand of ethical jewelry that we love

Juna Fae is a new brand of ethical and contemporary jewelry made in Antwerp and imagined by 3 stylish sisters: Stefanie, Nathalie and Lisa Koulouris. They grew up in Antwerp's diamond district, their eyes twinkling in front of the most beautiful shop windows in the area, but never daring to walk through the door of one of its jewelers, put off by the high prices and the lack of transparency as to the origin of materials. So they decided to launch their own line of jewelry. Meet.

Juna Fae, what is it?

Juna Fae is a brand of sustainable jewelry made with 100% recycled 18k gold and lab-made diamonds. At the moment, our collection consists of a series of 16 rings. To create them, we were inspired by vintage jewellery, some of which belong to our grandmother's collection. The set is a real ode to nature since each ring bears the name of a flower and has a strong symbolism of its own. For example, the Cordelia ring (the wave-shaped one) is named after a plant that survives near the sea, on salty land, and means "daughter of the sea." It is a first collection made with love for the planet, its resources and its inhabitants.

What does the brand name Juna Fae mean?

We wanted to choose a name that fits with our style and that also symbolizes something. "Juna" means desire and "Fae" comes from the Celtic word for "fairy", a being known to grant all our wishes. And that's exactly what it is for us: the dream of being able to work as sisters and create a sustainable business.

How was the brand born?

We launched the brand during the ^2nd lockdown. Between a morning leave and technical unemployment, we finally found the time to settle down to give life to this idea of ​​a family business that had been stagnating in our heads for so long. We wanted to do something together, a product that interested all three of us. We grew up in the diamond district, and it's a universe that has always intrigued us.

When we become a mother, which was the case for us (Stefanie and Nathalie), we increasingly ask ourselves the question "how can we contribute to a better future for our children?", which is why sustainability was our focus. departure. In fashion and cosmetics, the eco side is already very present, whereas in the world of jewelry, we don't talk about it much.

Giving a pretty engagement ring is the ultimate gift of love, but very few are made from the heart. And we wanted to put love back at the center of jewelry creation. It is really time to be informed about the dark and polluting side and the lack of ethics in this extremely closed sector. But also about the alternatives that exist.

How is it to work as a family?

We have always been very close, but working together has brought us even closer. Between sisters, there is nothing left unsaid, the compliments are sincere as are the criticisms. Communication is more fluid. At three, there is also a certain balance in making decisions: either we all agree, or it's two opinions against one.

How are you complementary in this project?

Together we define the strategy, the vision and then each has their own responsibility. Stefanie takes care of the creative aspect (drawings, social media content, marketing), while Lisa likes to plan and structure. She is also our digital expert (e-shop, newsletters, digital advertisements). Nathalie loves being in the action. With her operational talent, she is the one who makes things happen with suppliers, distribution,...

You have your diamonds made in the laboratory. How it works ? What are the advantages of this production process?

You should know that the laboratory diamond is real diamond. That is to say, it is chemically and physically equal to a diamond that has grown in the earth. A gemologist cannot distinguish between the two, not even with a magnifying glass. In addition, the quality of laboratory diamonds is superior: the product is extremely pure because there is no earth that pollutes the manufacturing process by leaving inclusions in the stone. Only 2% of natural diamonds are of the same quality as lab-grown diamonds.

In the mines, the working conditions are filthy: accidents, exploitation of women and children,... Before arriving in Europe, a diamond changes ownership approximately 15 times, making it almost impossible to trace its origin. origin. And there is also the ecological side... Deforestation is used to create mines, which disturbs the fauna and the wild flora, as well as the natural habitats, not to mention the waste of water and the carbon footprint of the machinery and transport.

The production of a diamond in the lab happens in the same way as the formation of the diamond in the ground. The process is reproduced in the laboratory. A coal seed becomes a pure diamond thanks to very high pressure and temperature. It lasts about 6-8 weeks, which is pretty quick. There are also far fewer intermediaries in the production chain which brings us to the last advantage: the price. A lab diamond can be 30-50% cheaper.

How do you find a place in jewelery in Antwerp, the diamond city in Belgium? What were the biggest challenges?

Obviously, there is a lot of competition. The biggest challenge is to stand out from the other brands that are already well-known on the Antwerp market. Our sustainable approach and our mission to put love into jewelry certainly helps us stand out. So far, the reactions are super positive on the consumer side. But in the sector, a little less. Working with diamonds in the laboratory remains very controversial in this sector. If tomorrow the laboratory diamond takes over, the value of the natural diamond will fall. It's really seen as a threat, even if we see that there is a real movement underway. Pandora, a leader in the jewelry market, announced a few months ago that it only works with laboratory diamonds for sustainability reasons. For us, it was quite a challenge to find the right partners, those who share our values ​​100%.

What are the brand's ecological values?

Our goal is not just to become CO2 neutral, but rather CO2 negative, which does not yet exist in luxury jewelry. Many believe that since the natural diamond comes from the earth, it is bound to be durable. Rather the opposite. All of our decisions are made with sustainability and work ethic in mind. Our diamonds are CO2 friendly, our packaging recycled, our grass paper brochures, we take the bike or transport as much as possible to ensure the delivery of our products. We maintain a good, open and transparent relationship with our suppliers and with our customers as well. That's how we want to make a difference!

Where do the materials for your rings come from? What are the selection criteria ?

The recycled gold comes from Germany, and specifically from a company that recycles and refines gold from old jewelry and e-waste. This company is also a member of the “Responsible Jewelry Council”, an organization that closely monitors the ethical practices and working conditions of their members. The diamonds come from the only producer in Europe who obtained the CO2 neutral label. Our jewelry is made in a workshop in the Netherlands that runs on solar energy. Then, the finishes are worked by hand by our craftsmen in Antwerp.

What are your plans for Juna Fae's future?

We would like to launch other products: earrings, bracelets, necklaces and even engagement rings. Also, organize pop-ups in collaboration with other brands or concept stores because we know that buying a ring requires a test or a measurement of the finger. Good news: In November and December, we will be present at The Guest Store, located at Huidevetterstraat in Antwerp.

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