In today’s rapidly shifting luxury landscape, where innovation, sustainability, and emotional connection increasingly drive consumer behavior, few founders exemplify the spirit of modern entrepreneurship like Madeleine Jarl. As the visionary behind ZAZA&LILI and MÄN, two boutique jewellery brands that have carved a niche by celebrating authenticity and timeless design, she stands as a quiet force redefining how brands connect with people.

While her creations are elegant and minimalist, the journey behind them is anything but simple. Her story is one of grit, vision, and deeply human values, making her one of the most pioneering business leaders to watch in 2025.

From Agent to Architect of Identity

Madeleine’s path into entrepreneurship wasn’t charted in a business school classroom. Rather, it was forged through lived experience, instinct, and resilience. For years, she ran her own commercial agency in Paris, representing a portfolio of brands. But underneath the surface, a longing stirred; one to build something entirely her own, something meaningful.  

That calling materialized in 2015 with the launch of ZAZA&LILI, a jewellery label inspired by her twin daughters, Kenza and Ellin, affectionately known as Zaza and Lili. Naming the brand after them wasn’t just sentimental; it was emblematic of her approach to business: personal, purpose-driven, and emotionally intelligent.

Later came MÄN, a minimalist jewellery line for men, expanding her ethos of emotional storytelling and timeless design into a space long underserved. Through both ventures, she has managed to achieve what many legacy brands strive for: a genuine, lasting connection with consumers.

Navigating Challenges with Vision

Like many entrepreneurs, Madeleine’s journey was marked by a fair share of trials, especially in the early stages. With no formal business education, she took on every role, from design to logistics to finance. The onset of the COVID-19 pandemic presented one of her toughest moments: the collapse of the travel retail and more specifically the inflight sector, which had been a core revenue stream. But where many saw a crisis, she found clarity.

“The silence gave me space to think differently,” she reflects. It was a pivotal time that prompted her to focus on digital transformation, deepening customer relationships, and reshaping the brand’s direct-to-consumer experience. The lesson? Innovation doesn’t always start with technology; it starts with perspective.

Growth Fueled by Authenticity

The turning point in the brand’s evolution came not through aggressive marketing or trend-chasing, but through vulnerability. When Madeleine began sharing her personal story, the inspiration behind the brand, the role of motherhood, and her creative journey, customers began to connect more deeply.

“The biggest driver of growth has been being real, being human,” she says.

This approach, rooted in emotional intelligence, has enabled ZAZA&LILI and MÄN to rise above the noise of fast fashion and disposable trends. By grounding her brand in authenticity, she has cultivated a loyal customer base that views each piece not just as jewellery but as a reflection of identity and experience.

The Art of Staying Grounded in a Fast-Paced World

In an era defined by hypergrowth and constant change, Madeleine’s leadership philosophy is refreshingly grounded. She acknowledges the pressure modern leaders face to always be “on,” always innovating, always expanding. But she believes true leadership lies in the ability to stay anchored in one’s values while remaining agile. Her secret? Listening intently and often.

Whether it’s her gut instinct, her team’s insights, or feedback from customers, she values dialogue over directives. She’s also not afraid to slow down to gain clarity, a trait rarely celebrated but increasingly essential in long-term business strategy.

A Culture of Creativity, Not Perfection

Inside the walls of her company, innovation isn’t a buzzword; it’s a culture. Madeleine fosters an environment where experimentation is encouraged and perfection isn’t a prerequisite. Her team is empowered to bring their creativity and perspectives to the table, leading to a workplace that thrives on curiosity and shared ownership.

This ethos has allowed the brand to evolve organically, guided not by seasonal calendars or fleeting trends, but by genuine inspiration and customer connection.

Diversity as a Way of Life

For Madeleine, inclusion is not a corporate checkbox; it’s a lived reality. Being Swedish, residing in France, and drawing influence from her multiple trips and stays abroad, she brings a multicultural perspective to everything she does. She collaborates with artisans and partners from diverse backgrounds, valuing unique perspectives and encouraging space for every voice.

“Inclusion is about creating genuine human connections,” she affirms. And her brands embody that from the stories they tell to the people behind the products.

The Collections: Where Craft Meets Character

ZAZA&LILI is defined by three elegant collections: Silver, Pearl, and Fancy, each designed to reflect different moods and moments. Silver offers minimalism and strength. Pearl evokes softness and timelessness. Fancy, meanwhile, adds a playful, expressive flair. Together, they form a nuanced catalogue that resonates with women seeking both beauty and meaning.

With MÄN, Madeleine extends this philosophy to men’s jewellery. Understated yet character-rich, the brand recently announced two new collections for 2025, one in silver and another in steel, marking a milestone in its evolution. Each piece is crafted with the same emotional depth and design integrity that defines the ZAZA&LILI DNA.

Celebrating a Decade of Purposeful Growth

2025 is a landmark year for Madeleine. ZAZA&LILI celebrates its 10th anniversary, a decade marked by perseverance, reinvention, and success on her terms. To commemorate the milestone, the brand has undergone a complete visual transformation, including a bold new logo, and will unveil a fresh line of jewellery pieces this summer.

She is also ramping up digital engagement, giving audiences a richer look behind the scenes. From design stories to artisan spotlights, the brand is using social media not just to promote, but to invite customers into its creative universe.

The New Luxury: Human-First Leadership

Madeleine’s ascent offers a powerful counter-narrative to the high-octane, scale-at-all-costs mindset that has dominated entrepreneurship in recent years. In her world, success is measured not by virality or valuation, but by harmony between purpose and profit, between design and emotion, between ambition and authenticity.

ZAZA&LILI and MÄN are not just jewellery brands; they are reflections of a founder’s heart, a mother’s intuition, and a leader’s courage to walk a different path.

A Final Word to Aspiring Entrepreneurs

Madeleine offers a simple yet profound piece of advice to those just starting: “Try. Even if you don’t feel ready. Even if you’re scared. You don’t have to know everything from the start. You’ll learn by doing. And if your work comes from the heart, it will find its way.”

It’s this philosophy, equal parts courage and compassion, that makes her not just a successful entrepreneur but a pioneering leader for a more conscious business future.