Rewriting the Rules: Finding purpose in Fine Jewellery with Cherituelle

Can jewellery truly thrive without being imbued with meaning? In a world that is so dominated by aesthetics, usually it is the pieces that tell a story, reveal an emotion or encompass a deeper sentiment that stand out from the crowd. Recently, I had the pleasure of meeting the husband-and-wife team behind Cherituelle, an emerging brand that is focused on rewriting the rules of contemporary fine jewellery through meaning, artistry and purpose. What they have created has so much depth and passion that it seemed only right to share the story with you. Let’s go on a journey to discover the values that Cherituelle holds dear…

In 2022, after the birth of their daughter, Imane Karboussi and Frederik Strange began searching for a piece of jewellery that would let them relive the joy of that moment every time they looked at it. No matter how hard they looked, nothing carried the refinement or depth they sought. “The iconic maisons offered mastery and savoir-faire, but often felt impersonal, opaque, even outdated,” Imane tells me. “Emerging brands had freshness but lacked the refinement of design we longed for, and genuine care for communities, for the planet our daughter will inherit, was nowhere to be found.”

At the time, both Imane and Frederik had established corporate careers: She as a strategy director in luxury and fine jewellery, and he in sustainability. Together, they had the skills to create what they felt was missing - a modern maison reimagining fine jewellery with masterful artistry, high-level craftsmanship, and intimate, meaningful experiences shaped by a purpose that honours both people and planet. They chose the name Cherituelle by fusing three words – Cherish, Ritual and Elle (Her in French) – which weave principles like a respect for Mother Earth and celebrating meaningful moments into the identity of the brand.

Maison-Level Craftsmanship, Modern Artistry

Cherituelle has now developed into a more established company, complete with its own set of values and principles that define its “bold vision” for jewellery. Its pieces are designed in New York by an award-winning designer and handcrafted in Italy by a third-generation family-owned atelier, which also produces pieces for some of the world’s most prestigious maisons.

The design DNA behind the brand is timeless, yet still modern, with silhouettes that are easy to wear without being too traditional. There are two key ready-to-wear collections to date – Ondine and Jeri – both of which have an elegant ease about them. Ondine is inspired by the ocean and the movement of water, creating ripples of diamonds that roll delicately across the finger, neck and climb or swirl around the ears. Jeri is a little edgier, with undulating layers of polished precious metal and channel-set diamonds inspired by the dunes of the Jericoacoara desert in Brazil. There are hoops, bangles and rings to choose from, all of which are wearable treasures for now and heirlooms suitable for future generations.

The Luxury of Intimacy

Cherituelle offers what it calls a “co-creative process” that invites clients to be more closely involved in the bespoke process. “We see Cherituelle as a community being built human-to-human,” Imane tells me. “We provide an intimate, immersive journey. Every client is invited into the process, witnessing their story unfold through gouache sketches and the hands of Italian master artisans. Our vision is to create jewellery for those who seek depth beyond brilliance - people who value masterful craftsmanship and want their jewellery to tell a story, honour the planet, and leave a positive legacy. In the words of our clients, it feels less like buying jewellery and more like embarking on a personal journey.”

Part of this commitment to creating a unique experience is also rooted in honesty. The brand is transparent about how its jewellery is crafted, who it collaborates with and even the challenges and victories it encounters along the way. Imane says: “In an industry often clouded by greenwashing, we came to realise that recycled gold is not always as ethical as it is portrayed. That insight pushed us into deep research, because for us, beauty must honour both people and planet - and life’s most meaningful moments become even more powerful when they also care for the world we share.”

Responsibility Front and Centre

Cherituelle focuses on not just offsetting its carbon footprint, but achieving complete carbon neutrality, from design to delivery, complete with a circular buy-back model (so that pieces can be recycled into something new). One of the pillars of the brand is what it calls “radical transparency,” spotlighting where materials come from and how its acquisitions support mining communities and contribute to the education of women. It is impressive how much has been put in place behind the scenes at Cherituelle, especially considering the brand is not quite four years old.  

Making sustainable and transparent choices is something that Cherituelle takes seriously. For example, it uses Fairmined gold, 100% recycled gold, Fairmined coloured gemstones and SCS-007 Certified Sustainability Rated Diamonds, which are so named because they adhere to a strict framework of environmental and social standards. To address the emissions that cannot be avoided, Cherituelle invests in innovative CO₂ absorption technology, ensuring that every creation is brought to life with true carbon neutrality. Elsewhere, the business also donates 1% of its profits to supporting women’s education and empowerment, fostering opportunities and uplifting disadvantaged communities all over the world.

I am drawn to Cherituelle’s ‘Cradle-to-Cradle’ philosophy, which means each creation is crafted to be repaired, recycled or resold as part of a buy-back program. In my eyes, this harks back to a different time, when families would work with a trusted jeweller to reinvent their most precious pieces for changing fashions or to accommodate new trends. This was a staple of pre-20th-century jewellery, and it is lovely to see some of these principles refreshed for a new generation. “True luxury means jewellery that lives many lives,” Imane explains. “It’s not only about brilliance, but responsibility, care and longevity.”

An Inspiring New Chapter

It is wonderful to encounter a brand that is so intentional in its actions and so purposeful in making jewellery. I am sure there are plenty of women (and men) who would appreciate tapping into these fastidious qualities when commissioning a bespoke piece of jewellery, especially an engagement ring or a special gift. I hope Imane is right when she says that the “future of luxury belongs to intimacy, responsibility and shared rituals,” especially in the face of soulless AI and other technologies.

She continues: “At Cherituelle, we see luxury evolving into a living art of connection: Intimate gatherings where artistry meets self-care, bespoke creations that carry personal legacies forward, and complete openness in how each jewel is brought to life.” There’s something quite intoxicating (and inspiring) about this notion, so let’s hope that Cherituelle is one among many pioneering this new future of meaningful creativity.