What makes jewellery from Swiss label Cherituelle so special

share via

With Cherituelle, Imane Karboussi and Frederik Strange are rethinking luxury – as a conscious form of appreciation. Their jewellery tells a story of craftsmanship, responsibility and beauty that is not only meant to be seen, but also felt.

On the surface, Cherituelle is a young jewellery label with a clear aesthetic. But behind the fine lines and shiny surfaces lies a story of courage, change and values. When Imane Karboussi and Frederik Strange were looking for a piece of jewellery to capture the moment after the birth of their daughter, they couldn’t find anything that met their expectations. So they created what they were missing themselves: a maison where craftsmanship and conviction are inextricably linked.

The brand name combines cherish, ritual and elle. What does that mean to you?

We wanted a name that reflected our values. Cherituelle = cherish + ritual + elle. It is an invitation to honour the meaningful moments in life and create rituals – for the people who shape our world, for ourselves or for a loved one. Elle also evokes Mother Earth and stands for our commitment to crafting each creation responsibly.

You come from different professional backgrounds. How do you complement each other in your work?

We work together very intuitively. My background in strategy, engineering and the luxury segment helps to make visions tangible and fill every detail with meaning. My years in the jewellery industry have sharpened my eye for precision and emotional depth. Frederik brings his experience in finance and sustainability to the table – with a deep understanding of how responsible action can have an impact. For example, he persuaded us to use Fairmined gold – a more complex choice, but one that aligns with our values. We are united by the desire to make beauty and meaning inseparable.

Your Ondine collection is inspired by water – movement, change and power. How do your designs come about?

It often starts with a feeling. Ondine is a tribute to the flowing energy of life – to courage, movement and change. Every line, every texture tells a story of inner strength and grace. For us, design is never just about aesthetics, but a language through which we express emotion.

Cherituelle stands for craftsmanship and responsibility. How do you bring the two together?

Our jewellery is created in an Italian family workshop with the same precision that characterises haute joaillerie, but driven by a modern sense of intimacy. We work with Fairmined gold, ethically sourced gemstones and climate-neutral, SCS-certified lab-grown diamonds. For us, responsibility is not a trend, but a starting point. We involve our customers in the process – for example, through an atelier experience where seven women took part in the creation process. We are also opening the backstage doors at our upcoming runway show in Copenhagen – transparency is part of our DNA. Even our packaging reflects this attitude: it is handmade in Barcelona from recycled materials. We also donate one per cent of our profits to educational projects for women: after all, we believe that self-empowerment is the most sustainable form of luxury.

Transparency and openness towards your customers is very important to you. How does Cherituelle live up to this claim?

We show where each material comes from and who worked on it. Many brands are silent about the origin or the way their gemstones are sourced, whereas we want to make that visible. We share knowledge on our channels that empowers our customers to make conscious decisions. Transparency creates trust – and for us, that is the foundation of true beauty.

Sustainability is a major topic in the luxury industry. Where do you see the greatest challenges and opportunities?

The greatest challenge is to remain honest. Recycled gold sounds good, but often doesn’t solve any problems because there is little traceability. With Fairmined gold, we actively support communities that mine responsibly. The discussion is also complex when it comes to diamonds: lab-grown stones are more ethical, but only sustainable if they are produced using renewable energy. We exclusively choose climate-neutral, certified diamonds. For us, sustainability means combining responsibility and emotion – creating jewellery that has meaning and lasts.

Your daughter was the inspiration for Cherituelle. What role does she play in your work today?

She reminds us every day why we do what we do. We want her to see that courage, compassion and meaning are more important than status. That true brilliance lies not in glamour, but in the light we give to others.

And when you look to the future – what do you wish for Cherituelle?

We want people to feel the soul of the brand and understand that we never wanted to just sell jewellery. Next year, we will be presenting our first haute joaillerie collection at the Haute Couture × Fine Jewellery Show in Copenhagen. But our greatest success would be to give something back – to inspire people to take responsibility and act with their hearts.

If you had to complete the sentence: ‘For us, luxury means…’

…the feeling of being seen and recognising yourself in a moment of beauty. Luxury is not a status symbol, but a state of mind. It arises when meaning becomes tangible – as lasting as the piece of jewellery itself.