Founding Year: 2015 (ZAZA&LILI), 2019 (MAN)
Website: www.zaza-lili.com | www.jewel-byman.com
“When one woman dares to be herself, it inspires others to do the same.”
– Madeleine Jarl
At a time when fast fashion and fleeting trends dominate, Zelli of Sweden AB stands apart by offering something rare – jewelry created not just to be worn but to be felt. At the heart of this purposeful design philosophy is Madeleine Jarl, Founder & Creative Director, whose journey has been anything but conventional. From the runways of Paris to the quiet strength of motherhood, Madeleine has woven her life experiences into brands that speak to authenticity, emotional connection, and lasting beauty.
Her story is one of courage, creativity, and quiet rebellion – proof that you don’t need to shout to make a statement.
A Dive into Purposeful Creation
Madeleine’s story begins as a competitive diver on the edge of a springboard in Sweden, where she discovers the courage to leap, both literally and metaphorically. She learned early about discipline, courage, and the exhilaration of stepping into the unknown. That spirit carried her to Paris at 19, where she modeled with iconic brands like Dior and Lancôme before she created her own commercial agency with focus on Travel Retail. Yet it was the birth of her twin daughters, Kenza and Ellin, that ignited her true calling.
Madeleine wanted to create something that captured the love and strength they brought into her life, and ZAZA&LILI, which gracefully carries her daughters names, was born in 2015. Four years later, she introduced MAN, a minimalist collection for men, capturing the strength of simplicity and quiet sophistication. Today, under the umbrella of Zelli of Sweden AB, both brands echo a commitment to emotional design, ethical values, and timeless craftsmanship.
To get a deeper glimpse into the philosophy that guides Zelli of Sweden, we asked Madeleine to share her thoughts on leadership, creativity, resilience, and the heart behind her designs.
What challenges have shaped you into the leader you are today?
Starting a business without a formal education in business was daunting. I wore every hat—designer, accountant, marketer, logistics coordinator—while raising two children. The biggest challenge was the pandemic. With the collapse of travel retail, I faced what could have been the end of my business. But I leaned into collaboration, stayed flexible, and trusted my intuition.
Another challenge has been navigating situations where I didn’t always have the right tools or formal education. I had to learn everything by doing—step by step, through trial and error. It wasn’t so much about being a woman but about feeling unprepared for certain moments and having to catch up quickly. Over time, self-learning, resilience, and patience became my strongest allies, and I discovered that leading with calm determination and intuition can be just as powerful as any title or degree.
How would you describe your leadership style and core values?
My leadership is intuitive, collaborative, and deeply human. I believe strength doesn’t have to be loud. I value trust, give my team creative freedom, and nurture a work culture rooted in kindness, humility, mutual respect, and shared growth.
At my core, I value integrity, emotional connection, and balance. I lead and create in the same way I live—ethically, thoughtfully, and always from the heart. I believe in conscious creation, in crafting with care and purpose. Every piece is designed not just to follow trends but to carry lasting meaning and quality. I want the objects I make to feel like quiet companions—timeless, personal, and made to be cherished for years to come.
What accomplishment are you most proud of so far?
My daughters are my absolute pride and joy, and they inspire my creations every day. Building ZAZA&LILI—and later MAN—from scratch is also something I hold close to my heart. Not only because of the creative expression it has allowed me but because it has remained rooted in meaning and family. Seeing my daughters inspire a brand that now touches women around the world is deeply fulfilling.
I’m also proud that MAN was awarded Best Men’s Bracelet Brand – Scandinavia in the LUX Global Excellence Awards 2024, and more recently honored with Men’s Accessory Brand Of The year 2025 by the Corporate LiveWire. It’s proof that dedication, creativity, and integrity can lead to both emotional and industry recognition.
On a more personal level, returning to competitive springboard diving as a master after many years—and winning gold medals in all my individual events at the 2019 World Championships—was incredibly meaningful. It reminded me that it’s never too late to reconnect with a passion and pursue it with courage and commitment. That moment, just like building my brands, was a celebration of inner strength and perseverance.
What does being an ‘inspiring woman’ mean to you personally?
To me, being an inspiring woman means being true to yourself—even when it’s not easy or clear what that means. I don’t always know exactly who I am, but I’m always seeking honesty, meaning, and human connection. I try to respect other people’s paths as much as I respect my own.
It’s also about not being afraid to make mistakes. I’ve learned by doing—by trying, falling, and learning as I go. Inspiration isn’t about perfection. It’s about authenticity and the quiet strength that comes from simply continuing with an open heart.
How do you support or empower other women in your industry or community?
I support other women by sharing my story—honestly and without filters. I believe vulnerability is a form of strength, and I hope my experiences encourage others to trust their own voice.
Through ZAZA&LILI, I try to create jewelry that helps women feel seen and celebrated. While I haven’t had the time to engage fully with larger communities—since I’ve been handling so much on my own—I offer guidance when I can, and I aim to create a ripple effect through my work. When one woman dares to be herself, it inspires others to do the same.
What are your goals or exciting plans for 2025?
For ZAZA&LILI, I’m working on an entire new dynamic image of the brand with new collections and deeper storytelling—sharing more of the inspiration and emotional narrative behind each piece. For MAN, we’re expanding into silver and steel collections, which will broaden our offering while staying true to the brand’s minimalist, timeless spirit.
I’m also exploring international partnerships and seeking aligned collaborators who share my vision of creating beauty with heart, honesty, and purpose.
What advice would you give to the next generation of women leaders?
Don’t wait to feel “ready”. If you have a vision, start—learn as you go. Trust your intuition, stay curious, and know that mistakes are part of the journey. Every challenge holds a lesson, and every step you take builds your strength.
Don’t be afraid to take up space with softness, to lead without shouting, and to define success on your own terms. And most importantly, stay connected to your values and your heart.
Remember: perfection isn’t the goal—authenticity is. And if you ever doubt yourself, ask: Would I want my daughter to hold back her light? If the answer is no, then don’t hold back yours.
Madeleine, In Her Own Light
Model. Diver. Mother. Entrepreneur. Artist.
Madeleine Jarl’s identity defies labels, but her essence is unmistakable: thoughtful, grounded, and quietly powerful. Whether she’s designing a bracelet or mentoring a young creative, she brings the same philosophy of creating balance with passion and resilience.
Through Zelli of Sweden AB, Madeleine isn’t just creating jewelry. She’s building a movement – a reminder that authenticity is the truest form of luxury.
