“Creating jewellery that brings together design and commitment.”

Francéclat is committed to promoting the creativity, craftsmanship and excellence of French timepiece, jewellery and tableware brands. These brands owe their success to the people who guide, shape and inspire them behind the scenes. To celebrate their valuable contribution, we are hosting a series of interviews that share insights from brand leaders.

For more than fifteen years, JEM (Jewellery Ethically Minded) has carved out a distinctive place in the world of fine jewellery. Combining architectural lines, French craftsmanship and a responsible approach, the Maison has built a strong identity founded on the belief that creativity and conscious values can go hand in hand. We spoke with its CEO, Dorothée Contour.

Can you tell us about the origins of your brand?

JEM, Jewellery Ethically Minded, was founded in 2010 with a clear ambition: to make jewellery a powerful force for creativity, emotion and progress. From the outset, the project was built around two strong convictions: the desire to create contemporary, distinctive and demanding jewellery, and the belief that luxury should be fully aware of the world in which it exists and capable of playing an active role in improving its value chains.

It was with this ambition in mind that JEM embraced the Fairmined initiative from the very beginning, supporting the transformation of artisanal gold mining and demonstrating that jewellery creation can generate positive, tangible and measurable social and environmental impact.

Today, we remain driven by the same vision: creating jewellery with a distinctive aesthetic, both refined and powerful, whose value also lies in the meaning and commitments behind it.

What role does sustainability play in your business?

Responsibility has been at the heart of JEM since day one. It shapes our sourcing choices, our materials and the way we operate. We believe jewellery can actively contribute to the social and environmental progress of its value chains, particularly by addressing challenges at their source.

One of our most significant commitments is the use of Fairmined certified ethical gold across our gold collections. While traceability is essential, our ambition goes beyond transparency. We want to contribute to the long-term transformation of the value chains on which our industry depends.

We have also chosen to work with laboratory-grown diamonds, which open up new possibilities for contemporary jewellery.

Finally, all of our collections are made in France, combining innovation, traceability and the excellence of French jewellery craftsmanship.

Who is behind the brand?

JEM is an independent Maison driven by a passionate and close-knit team spanning design, business development, communications and client relations, notably through our boutiques in Paris and Lyon.

All our creations are made in France, primarily in the Lyon region, through long-standing partnerships with expert workshops that preserve and celebrate traditional jewellery-making skills.

These collaborations enable us to combine the excellence of French craftsmanship with our own standards of creativity and traceability.

What are your signature collections?

Over the years, JEM has developed several iconic collections, each expressing a different facet of its creative language.

Octogone, launched ten years ago, has become one of the Maison’s signatures. Inspired by the geometry of the octagon, it combines strength and lightness in equal measure. The Petit Octogone, worn as a pendant or bracelet, has become a true talisman for many of our clients.

Étreintes, designed by Pauline Deltour, explores the meeting of two forms that fit together with remarkable simplicity. Its fluid curves invite endless combinations, allowing each wearer to create a piece that reflects their own style. Thanks to its distinctive design concept, Étreintes has become one of the most recognisable collections in the JEM universe.

More recently, Via has opened a new creative chapter for the Maison. Designed in collaboration with Adeline Darmagnac, the collection draws inspiration from the architecture of staircases, symbols of movement, elevation and personal ambition. Sculptural lines, bold volumes and striking plays of light define the collection, while remaining true to the sense of purity that characterises JEM. To embody this new chapter, we partnered with Arizona Muse, whose vision of a more conscious luxury closely reflects our own.

Across these collections, our creative language is guided by clarity and precision of form: clean lines, structured volumes, often architectural in nature, and a minimalist yet powerful aesthetic. The result is jewellery that stands out through its distinctive character while remaining timeless and effortless to wear.

What trends are you seeing in jewellery today, and how do you respond?

We are seeing a much more personal and liberated relationship with jewellery. Jewellery is increasingly becoming a form of self-expression, reflecting individual style, identity and personality. Consumers are looking for pieces with character, pieces they can make their own, wear every day and keep for years. This evolution aligns perfectly with our vision of contemporary jewellery: creative pieces designed to be worn, layered and lived in, rather than saved exclusively for special occasions. At the same time, growing interest in the origin of materials and manufacturing practices reflects a broader shift towards more conscious consumption, with people seeking greater meaning in the objects they choose to own.

Where can your collections be discovered?

JEM currently operates two boutiques: one in Paris, at 10 Rue d’Alger, just steps away from Place Vendôme, and a second in Lyon, at 13 Rue Jarente in the Ainay district, which opened at the end of 2024. Our collections are also available through our e-commerce platform www.jem-paris.com, which allows us to reach an international clientele, particularly in the United States. In addition, we regularly host events and private presentations outside our boutiques, notably in Geneva and Brussels.

Which markets are strategic for JEM today and tomorrow?

France remains our home market and the foundation on which JEM has grown for more than fifteen years, with two boutiques, a loyal client base and a well-established creative identity.

We are now entering a new phase of international development, building on this experience and on the distinctive nature of our jewellery offering. Through our online business and international events, we have already established connections with clients in several markets, particularly the United States, Switzerland and Belgium.

Our next objective is to structure this international growth through carefully selected distribution partnerships with retailers and partners who share our appreciation for contemporary design, French craftsmanship and responsible jewellery.

The United States is one of the key markets we are looking to further develop in the coming years.

If you could share one message with industry professionals discovering JEM today, what would it be?

With JEM, we aim to champion a contemporary, conscious and distinctive vision of French jewellery. We look forward to building relationships with partners who share that ambition and want to help bring it to a wider international audience.