Cherituelle: Rewriting the Rules of Fine Jewelry

As they explored the landscape of fine jewelry, they found themselves disappointed and felt unseen. “We admired the heritage maisons for their craftsmanship, but something was missing, as they often felt distant and opaque. The younger brands were exciting but didn’t have the refinement we were looking for. And when it came to real care for people and the planet – for the world our daughter would grow up in – we just couldn’t find it,” Imane recalls.

So, the couple made a bold decision: to leave their corporate careers – hers in luxury, his in finance and sustainability – and risk everything to build what they could not find. The result is Cherituelle, a modern fine jewelry maison that invites clients into a creative journey rarely offered in fine jewelry – one where artistry and meaning intertwine and purpose is woven into every detail.

Safar: How does Cherituelle redefine the luxury experience and stand out among other jewelry brands? 
Imane Karboussi and Frederik Strange: Cherituelle is more than a fine jewelry maison; it’s an invitation to experience jewelry as a reflection of who you are. To us, real luxury isn’t just about the jewel – it’s about how it makes you feel. It’s that sense of being seen, celebrated and connected to something meaningful. That philosophy comes to life through three pillars: exceptional artistry and craftsmanship, a modern, collaborative client journey where clients are co-creators, and a deep commitment to the people and planet our children will inherit. Instead of traditional boutiques, the maison hosts intimate gatherings where artistry meets connection, transforming fine jewelry into lasting memories.

How would you describe Cherituelle’s design DNA?
We obsess over the smallest details. Take our signature bangle – its hidden clasp took countless iterations to perfect because, for us, refinement lies in the details you don’t even notice at first. Nature is our greatest muse – one reason we chose to make Switzerland our home. Our creations also carry signature codes that connect directly to our DNA: The wavy pattern inspired by the rhythm of ocean waves to the sculpted lines of desert dunes, reflecting nature’s poetry. These attributes make each creation unmistakably Cherituelle, expressed not only through our creations, but also in our signature box.

What is the meaning of Cherituelle? 
We wanted a name that reflected our values. Cherituelle = Cherish + Ritual + Elle. It’s an invitation to cherish life’s meaningful moments and create rituals to honor the people who shape your world, yourself or a loved one. “Elle” also evokes Mother Earth, reflecting our commitment to crafting every creation responsibly.

How is your creative process from beginning to end?
Every Cherituelle creation – whether collection or bespoke – begins with a story, a moment worth immortalizing. Our award-winning designer translates emotion into sketches, then detailed gouaché paintings. But we never create in isolation. We believe in creating with our clients, not for them – inviting them into the process so that each detail reflects not only our artistry, but also their voice. For our signature collections, the inspiration is led by the maison, yet we invite our community into the process, gathering their perspectives and even their votes as designs take shape. The final creation is brought to life by third-generation master artisans in Italy, where centuries-old savoir-faire meets meticulous handcraft. For us, beauty lives as much in the journey as in the finished creation.

What is the best bespoke customer story you have ever experienced?
One of the most recent stories that deeply moved us came from a client who wished to celebrate her family with a creation that felt both artistic and deeply personal. Together, we imagined a necklace with a Norwegian flower at its center – a tribute to her origins – surrounded by floating gemstones representing the birthstones of her children. Each stone was placed at a distance reflecting the order of their arrival, turning the composition into a subtle portrait of her family’s story. For us, experiences like these define Cherituelle: Transforming memories into art and creating fine jewelry that speaks to the soul.

How do you approach sustainability in a new way?
Our sustainability journey began with a simple question: what kind of world do we want our daughter to inherit? The answer shapes every decision we make. Along the way, we’ve learned to challenge industry conventions. On our journey, we discovered that recycled gold isn’t always as ethical as it appears – this pushed us toward deeper research, radical transparency and more responsible choices. We choose every material with care. Fairmined gold and gemstones that support responsible mining communities, and climate-neutral diamonds certified to the highest environmental standards. We do everything we can to reduce our carbon footprint, and where we can’t avoid emissions, we invest in innovative technology to absorb CO₂. Our goal is simple: to reach true net zero. In addition, each creation is designed to be repaired, reimagined and reloved, so that a jewel given today can one day become part of someone else’s story. We have pledged 1% of our profits to women’s education, knowing that empowerment is the most enduring form of sustainability. Our commitment extends beyond the jewel itself, with our signature box hand-crafted in Barcelona from recycled materials – in an industry where most packaging is still produced in China. Because true luxury, for us, is jewelry that leaves the world more beautiful than we found it.

How would you like your daughter to see Cherituelle in 20 years?
More than anything, we hope she sees the courage it took to choose meaning over convention. That she learns real brilliance isn’t about status – it’s about the impact you create.

What advice do you have for entrepreneurs starting a business?
Never wait until you feel completely ready – you will never be. Start with an idea, meet your clients and adapt along the way. Focus on creating your own universe with a clear identity, a point of view and a purpose that truly makes a difference. Ultimately, what resonates most with people is your “why”. And for us, that “why” is to show that fine jewelry, human connection and responsibility not only belong together – they can create beauty that makes the world better.