DESIGNER & CREATIVE DIRECTOR LULU DE LA LAMA

Born and raised in Mexico, Lulu de la Lama carries her identity like a compass, having built an international career shaped by her time living across Mexico, Bangkok, Paris, Istanbul, Tokyo, and Los Angeles. Trained in fine arts with a degree in advertising, she also worked across renowned international advertising agencies before founding her fine jewelry brand in 2018.

At the heart of her inspiration lies her fascination with contrast: Japanese carved wood temples beside the sleek geometry of Tokyo concrete, Mexico's intricate Aztec stone carvings against Barragán’s serene modernism. From every city she’s lived in, she collects fragments of light, texture, and memory—translating them into her style.

“Inspiration isn’t a single muse though,” she says. “It lives in artifacts, in strange scents, in the way a stranger looks back at you. As a collector of pre-Columbian, Japanese, and Mexican modern art, my home is a map of my life journey—alive with endless curiosity, raw imperfections and contradictions. To acquire only ‘beautiful’ things is playing it safe and unchallenging to the mind. Objects, like jewelry should shake you, not always agreeing with your schemes, but for the intangible effect they have on you. Like the objects in my home, I design considering how a jewel lives in its own—especially a ring. Even unworn, it must stand as a little sculpture that stirs you when you stare at it. Perfection annoys me. There has to be something slightly 'wrong', unbalanced, provocative..."

The spark began early—her great-grandmother’s long pearl strands and bespoke jewels from 1920s colonial Mexico City. Those family heirlooms, brought across the Atlantic by ship, became her first lessons in beauty and permanence. Her father, a modernist architect mentored by Antonio Attolini Lack, gave her a different kind of discipline: the devotion to form.

STRENGTH IN DUALITY.

Lulu’s work exists where feminine grace meets masculine structure. Each piece is sculpted for weight, scale, and movement—intended to fuse with the body. Cast in 18 and 22-karat gold and set with natural precious stones, her pieces are deliberately heavy and substantial, grounding their genderless sensuality in strength.

“When I design, the fit and weight are everything,” she explains. “A jewel must be felt the instant it’s worn—only then can it empower the soul, and accompany you. I refine each prototype for months until it finally breathes. I’m not chasing trends nor mass production; gold is borrowed from the Earth’s finite reserve, so I personally feel the responsibility to shape it into something that is worthy, do I have something new to say? Otherwise, I’m all for vintage jewelry”.

Today, Lulu lives in Manhattan Beach, California, with her partner, a renowned songwriter and music producer. She works closely with her team of master jewelers from Mexico at her Los Angeles studio. Showroom private appointments are available by request.