Who We Are

Welcome to Joué Joué! We’re Albina and Elisabeth, two friends who turned a rainy December day into a sparkling reality. Joué Joué was born from our shared frustration. We wanted fine, lab-grown diamond jewellery that felt real: real sparkle, for real life. Not overly polished, not untouchable. Just joyful, beautiful pieces made for all of life’s ups and downs.

Our Story

How It All Started

It began with a coffee-fueled venting session about how the jewellery world felt so far removed from the lives women all around us were living. We wanted something different. Something that made sense for the everyday moments and the big ones, too. Albina brought her nearly decade-long expertise in the diamond industry, while Elisabeth channeled her creative and strategy experience into shaping Joué Joué.

A Tribute to Women

Each piece in our collection is named after the women who have inspired us and, in their own way, helped us reach this point in life where we could start it all. Some are very close to home... the Bina and the Betty? That’s us! Others are the women who shaped us from afar. These pieces are our way of saying thank you. From us, to you, a sparkling ode.

Made for Real Life

These are not just accessories; they’re little reminders of strength, joy, and resilience. Gold and diamonds, crafted to move with you through long working hours, fancy dinners, or quiet nights in. Wear them layered for boldness, solo for simplicity. They’re made to fit into your story, however it looks today.

A Little More About Us

“We wanted to create jewellery that feels as good as it looks. Beautiful, yes, but also grounded in real life. Yours and ours.”
- Albina & Elisabeth