2023-05-16 08:11:46
After working for years in creation, Sandie Illouz launched herself at the age of 40, in her own jewelry house, Helena Joy.
“It’s an adventure that came to me,” she explains with a laugh in her voice. Having always been creative, Sandie had never actually shopped for jewelry. She imagined creations and had them made by artisans from Lyon. “Several times, I was told that I had taste and I was told that I absolutely had to start my own collection. So following a bit of time, I put coins on social media and it did really well. It was therefore following this first success that Sandie decided to acquire expertise. She then integrates a training in gemmology, fine stones and precious stones. She begins to draw more technical pieces and observes in her drawings the essence of her brand which was forming. “I wanted a subtly rock brand, where women might find themselves. »
But creation didn’t come into Sandy’s life when she was an adult. She has been part of his life since his earliest childhood. “Since I was little, I went to the pearl house, I put on my pearls, I bought my clasps, my fishing lines and I created my own models. I even turned to sewing at one point. A passion that led him in 2014 to his jewelry house.
With a radiant smile, the jeweler explains that: “If you want a brand to be able to break through, you need a lot of personal investment, and that takes a lot of time”. But today, the Helena Joy brand has evolved. These jewels now adorn influences, actresses or even stars who parade on the red carpet of the Cannes Film Festival and Fashion Week. A great pride for Sandy, who opened his first showroom rue de Brest in Lyon. And she intends to go further.
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