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The New It-Brand Turning Martinis Into Modern Jewels
What started over a few harmless martinis has quickly become one of Australia's freshest names in jewellery.
It started as many good ideas, over a couple of dirty martinis after work.
Best friends Alicia Julien and Ella Papandrea weren’t setting out to launch a six-figure jewellery brand, they were simply chatting about their own desires. Jewellery that felt expressive yet still easy to wear everyday. Pieces that felt bespoke without being trapped behind luxury gates.
Fast forward twelve months and that unassuming, martini-laced convo had turned into DÉSIR — a fast-growing Australian jewellery brand that has already hit six-figure revenue in a single quarter.
From the beginning, the focus has been on design that felt both modern and enduring. Think sculptural shapes, soft asymmetry and pieces that slip easily into your daily wardrobe. Everything is designed by the founders and crafted in solid gold, with a mix of natural and lab-grown diamonds, plus coloured gemstones if you’re chasing something with a little more personality.
But what really sets the brand apart is how you interact with DÉSIR. Through DÉSIR Concierge, you can work one-on-one directly with the founders to create custom pieces. Whether you’ve got a clear vision, a major milestone to celebrate or just a feeling or story you want captured in wearable form, the process will draw out a design that feels deeply personal. It’s why so many DÉSIR customers keep coming back, adding a unique new piece to their personal collection each time.
While being based in Sydney, DÉSIR’s reach has quickly expanded — online consults and pop-ups opening the door to clients across Australia and beyond. The secret to such growth? Founders Alicia and Ella tell us it’s all in the little details.
“We know we can’t compete with the huge marketing budgets of the big luxury jewellery houses,” they explain. “So instead we got creative and focused on the details – from the smell of our packaging to the feeling of walking into an appointment with us .”
“Traditional jewellery houses can feel intimidating and unapproachable. We wanted the opposite – somewhere people feel comfortable asking questions, exploring ideas and trusting our eye when it comes to design.”
Coupled with a special kind of creative grit that comes with being completely new to an industry (and free from old rules), Alicia and Ella have pulled off a brand build as unique and personal as the jewellery they’re designing.
Enjoyed this look behind new Aussie jewellery brand, DÉSIR? Chase more inspo for your growing heirloom collection with our pick of Australia’s best jewellery brands. Or dive into these engagement ring design trends.
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