Jacquie Aiche’s LA cool
LA-based jewellery designer Jacquie Aiche has built a brand based around a heady mix of nature’s beauty and real connections. We were lucky enough to sit with Aiche and her tribe in Paris to find out more about organic success and staying true to yourself
01. What do your first 30 minutes of the day look like?
I love to begin my day with a short meditation. I find whenever I take time to meditate, I feel more grounded and present. Then I'll check my emails, get dressed and do a quick Pilates session. There's no better way to feel energised and clear your mind.
02. Your schedule is packed with work/ family/ travel. How do you maintain a sense of balance when you’re always on-the-go?
It's all about the little things. I give myself moments throughout the day to reconnect and re-energise. Whether it's with a spray of Gypsy Face Mist, lighting up my favourite candle, or listening to Kundalini music to re-centre. It's so important to take time for yourself.
03.
At the age of eight you were painting on rocks and selling them to neighbors – did you feel entrepreneurial from then?
I've never been afraid to try new things. Ever since I was a little girl, I've had a rebellious, creative side to me, and I believe that fuels my entrepreneurial spirit. You have to be willing to get into some trouble!
04. Did the path to launching Jacquie Aiche feel like an organic one or did you only want to have your own business from the outset?
This entire journey felt organic. I have always followed my intuition, designing just lights me up inside. Putting that type of energy out into the Universe attracts magic, and everything else just falls into place.
05. How did having your own boutique before launching your brand give you insight into what drives sales and what did you notice?
My time with the boutique was so pivotal because it opened my eyes to what was missing from fine jewellery. I wanted to give women layers that made them feel feminine, playful and strong – pieces that they would never take off. When I saw the way customers were responding to my designs, I knew this was what I was meant to do.
06. It can be rare to have both the creative and business side of the brains. How have you chosen the tribe around you at Jacquie Aiche to support both?
I choose every member of my tribe based on feeling. I'm so lucky to be surrounded by incredible women who have passion and drive. They love this business just as much as I do and when you have a group of women all working toward the same goal, only good things can happen.
07. What has been the biggest hurdle since starting your own brand and how did you overcome it?
Of course, there are ups and downs to everything. I can't think of one hurdle that stands out more than the rest. When a challenge does come up, the support of my tribe makes it feel so small.
08. Do you have any mentors who helped guide you along the way?
My father is my greatest mentor. He is an amazing businessman and dad. I'm constantly picking his brain and he advises me on any decisions I need guidance on. He truly is the best.
09. Why do you think Jacquie Aiche has become such a loyal following and how do you cater to ensuring there’s something new for them always?
I think women are drawn to fine jewellery that is intentional and personal. Pieces that make you feel empowered as soon as they touch the skin. I never stop creating, I love playing with my crystals, blending them together and finding stones that can provide a sense of balance.
10. Have you created any memorable bespoke pieces for clients?
We have created many bespoke pieces, whether it's an engagement ring, a push present, or a custom vial for ashes of a beloved. We are happy to bring a client's vision to life.
11. How do you source your stones and do you notice a particular connection to one type yourself ?
I've been working with the same miners for years, they always provide me with the best Mother Nature has to offer. The gemstone I gravitate towards depends on what I need at that moment. I've been so drawn to Turquoise all my life. Whatever the season, it's like my own slice of sunshine.
12. You’ve worked with the same team who handmake your pieces from the start. How have you been able to retain this while scaling the business?
My production team is like my family. They've always understood my vision and they work so incredibly hard. We understand each other so well. Our constant communication and trust are what has made growing this business possible.
13. As the best brand ambassador for Jacquie Aiche, what else do you feel is now demanded of you as the market focuses on social media and immediacy?
I don't feel a demand, so much as a desire to engage with my tribe. It's important for me to connect with them via social media – to share my newest creations, hear what they love, and what they want to see more of.
14. You have clients the globe over – do you see any buying patterns based on regions or countries?
Jewellery is incredibly personal. I've found that no matter where you are in the world, every woman has their own, unique style. Whether that's body jewellery, opal inlay amulets or layers of diamonds and gold.
15. What in this market is luxury? Something that makes you feel confident and beautiful...like the true goddess that you are.
16. How do you approach client engagement and retention?
I honestly don't think of ‘client engagement and retention'. I consider my clients to be my tribe – I feel so grateful for each and every woman who wears my designs. I live in that appreciation, and everything I do is done with the intention to spread love.
17. You’re LA-based – how do you think this has helped or hindered growing your business?
I love the carefree vibe of Los Angeles. Women need jewellery that works
well with their lifestyle – pieces that are transitional, beautiful and easy. Layers of diamonds and gold are so easy to live in, all of the jewellery I design carries that Californian energy. And I think women from all over the world are attracted to that energy.
18. How do you like to dress off-duty?
Denim shorts, floral dresses, and layers of crystals, diamonds and gold adornments. You'll always find me barefoot and free.
19.
Whose style do you admire?
I have a few muses I admire: Rosie Huntington-Whitely has the ultimate classically chic style. I love Rihanna's rebellious, artistic approach and Steven Tyler is an icon with his boho, hippie vibe.
20. Are you an online shopper? Where do you shop online?
I'm an avid online shopper. My go-tos are Matches Fashion, NetA-Porter, My Theresa and Moda Operandi.
21. What was your first investment
piece? My first investment piece was my Elizabeth necklace and I wear it everyday.
22.
Which Instagram accounts do you follow for inspiration?
A few of my favourites whenever I'm in need of a little inspirations are @risingwoman, @thenakedtiger, @mysticmama, @merchantmodern.
23. Where else is left on your bucket list to visit if you could choose anywhere?
I still have so many places I want to visit...the top three on my bucket list are definitely the Middle East, Australia and South Africa.
24. What is your in-flight beauty routine? I never travel without my La Mer eye serum, La Prairie lip balm, Gypsy Rose Face Mist, and Babor Hydra plus ampoules. This is the recipe that keeps my skin hydrated and glowing.
25. Do you have any pre-bedtime rituals? I wash my face every night, then immediately apply a layer of Gypsy Glow. I love a cup of chamomile tea to sip on as I write out my to-do list for the following day. And I love to get a good stretch in before bed.
26. What do you carry with you always when travelling?
I have a little bag of essentials that has turned into my jet lag kit. It always has my chargers, Advil, hand sanitiser, lotion, a pillow, Melatonin and a blanket.
27. What advice would you give to your younger self starting out?
Believe in yourself always. And enjoy the ride!
28. If you had not launched Jacquie Aiche, which other role would you choose career-wise?
I love aromatherapy. I would probably be creating my own blends of essential oils. There's nothing like giving women the medicine that makes them feel beautiful and empowered. If it wasn't jewellery, it would be something just as special.
29. If you could suggest one stone to optimise anyone’s happiness which would it be?
I could never choose just one. Everyone has different crystal cravings based on what they need to stay balanced.
30.
This issue is the ‘Go your own way Issue’ – what does it mean to you to go your own way?
It means you listen to your intuition more than the opinions of others. Trust in the journey.