Editor’s Note
This article introduces Juna Fae, a new ethical jewelry brand founded by three sisters in Antwerp. Born from a desire for transparency and accessibility in the luxury market, their story highlights a shift towards conscious consumerism in fine jewelry.
Juna Fae is a new brand of ethical and contemporary jewelry made in Antwerp and conceived by three stylish sisters: Stefanie, Nathalie, and Lisa Koulouris. They grew up in Antwerp’s diamond district, their eyes sparkling at the most beautiful shop windows in the area, but never daring to cross the threshold of one of these jewelry stores, put off by the high prices and lack of transparency regarding the origin of the materials. They therefore decided to launch their own jewelry line.
Juna Fae is a sustainable jewelry brand made with 100% recycled 18-carat gold and lab-grown diamonds. For now, our collection consists of a series of 16 rings. To create them, we drew inspiration from vintage jewelry, some of which belong to our grandmother’s collection. The whole is a true 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.
We wanted to choose a name that fits our style and that also symbolizes something. “Juna” means desire and “Fae” comes from the word “fairy” in Celtic, a being known for granting all our wishes. And that’s exactly what it is for us: the dream of being able to work among sisters and create a sustainable business.
We launched the brand during the second lockdown. Between maternity leave and technical unemployment, we finally found the time to sit down and bring to life this idea of a family business that had been stagnating in our minds 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 world that has always intrigued us.
We have always been very close, but working together has brought us even closer. Between sisters, there are no unspoken words, compliments are sincere as are criticisms. Communication is smoother. With three, there is also a certain balance for making decisions: either we all agree, or it’s two opinions against one.
The recycled gold comes from Germany, and more specifically from a company that recycles and refines gold from old jewelry and electronic waste. This company is also a member of the “Responsible Jewelry Council,” an organization that closely monitors the ethical practices and working conditions of its members. The diamonds come from the only producer in Europe that has 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 artisans in Antwerp.