DESIGNER & CREATIVE DIRECTOR LULU DE LA LAMA

Born and raised between Mexico City and Ciudad Juárez, Chihuahua, Lulu De La Lama carries her heritage like a compass, having built an international career shaped by her time living and working across Mexico, Bangkok, Paris, Italy, Istanbul, Tokyo, and Los Angeles. Trained in fine arts, she founded her namesake jewelry house 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 and 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. Home 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 sculpture that stirs you. Perfection annoys me. There has to be something slightly 'wrong', unbalanced, provocative, twisted... Wearing mismatched earrings is an example."

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, her pieces are deliberately substantial, grounding their genderless sensuality in strength.

“When I design, the fit and weight are everything,” she explains. “A jewel must feel right the instant it’s worn—only then can it empower the soul. I refine each prototype for months until it finally breathes. I’m not chasing trends; gold is borrowed from the Earth’s finite reserve, so I have the responsibility to shape it into something that might outlast me. Is it worthy, is it already out there, do I have something new to say?”

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.