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, Thailand, France, Italy, Turkey, Japan, and the United States. 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 work is a fascination with the dialogue between antiquity and modernity. Ancient carved woods, weathered stone, and archaeological forms are set against the precision of concrete, restrained architecture, and contemporary design. Living between cultures has shaped a language where timeless materials and sculptural forms coexist.

“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 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 pearl strands and bespoke jewels from 1920s Mexico City became her first lessons in beauty and permanence. From her father, a civil engineer and designer close to modernist architect Antonio Attolini Lack, she inherited a 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, fit and weight are everything,” she explains. “A jewel must be felt the moment it touches the body—only then can it empower the wearer. I refine each piece for months until it breathes, moves, and feels exactly right. I’m not interested in trends or mass production. Gold is borrowed from the Earth’s finite reserve, and I feel a responsibility to shape it into something worthy.”

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.