Meet Julietta: The Jewelry Brand Stylists & It Girls Wear On Repeat

When I meet Liden to view her upcoming collection—brimming with pieces that nod to everything from Art Deco lamps and Parisian flea market finds to the golden age of the French Riviera—at the ultra-chic WSA building, it coincides with Moda Operandi’s buying appointment. Julietta is dominating in the jewelry category, the team happily tells me. In fact, before the brand made its way to the website, no one seemed interested in dark-hued jewelry, but Julietta has single-handedly revived an interest among shoppers. Along with Liden, they began dreaming up new exclusive pieces that will launch on site in the coming weeks, whetting the appetite for those who became hooked after purchasing the best-selling Pearl Drop necklace.

Julietta is coming in hot for 2025. With fans running the gamut from models like Candice Swanepoel and Carla Ginola to stylists Maeve Reilly and Elizabeth Sulcer to social media trailblazers Grece Ghanem and Alix Earle, these IYKYK pieces are about to hit the big time. I recommend planning your pre-order, stat.

When did jewelry come into the picture? Was it always something you thought you would pursue?

Juliana Liden: One of my earliest memories is creating my first piece of jewelry at nine years old. My grandmother had this worn-out charm necklace, and I vividly remember disassembling it to make a bracelet for myself. I was so proud of it! At that time, I didn’t think of it as a career, but looking back, it feels like jewelry was always part of my journey.

You’ve been in New York for 16 years now. How did you start off your career?

I’m a self-taught jewelry designer and entrepreneur at heart. Before discovering my true passion, I worked in marketing, but it never felt like the right fit. I didn’t follow the traditional path of internships or early fashion jobs—and it wasn’t until I began designing jewelry that I found a deep sense of alignment and purpose in my work. Everything I’ve built has been from scratch… with a lot of trial and error, curiosity, and persistence.

Tell us about the name Julietta—does it refer to someone in your life?

The name comes from a childhood nickname my dad gave me, inspired by a popular song at the time. As a kid, I hated it! But as I grew older, it became a fond memory, and naming the brand Julietta felt like the perfect way to honor him and those cherished moments.

Take us back to the launch of the brand.

Julietta is truly a pandemic-born brand. The original idea was to create a hair accessories line, and I launched my first collection in mid-2021. It featured chunky barrettes made from repurposed vintage scarves, but the collection didn’t resonate, and I sold very few pieces. I felt lost and unsure of what to do next. A year later, I decided to pivot to jewelry. I hesitated at first because the market felt so saturated, but I trusted my gut and went for it. The first drop came in mid-2022. A few months later, I landed a trunk show with Moda Operandi, which was a turning point for the brand.

Were there some other key moments that helped get the word out?

Absolutely. Julietta’s bold, editorial pieces caught attention early on. Influencers and celebrities helped amplify the brand’s visibility, and press features added even more momentum. The first big moment for me was when Katy Perry wore a pair of my earrings—they’re still in my archives, makeup residue and all!

Did you have any notable jewelry or style icons growing up whom you still reference today?

My grandmother was my first and most enduring style icon. She could elevate the simplest outfit with a touch of jewelry, and it left a deep impression on me. She taught me the transformative power of accessorizing, which I reference in every piece I design.

Is there one piece you’ve designed so far that’s closest to your heart?

The Aya earrings, named after my one-and-a-half-year-old daughter, hold such personal significance for me. I designed them during a challenging period of postpartum depression, and they have come to symbolize resilience and hope. They serve as a reminder that even in the darkest moments, new beginnings are always within reach.

What does it feel like seeing your pieces on a stranger when you’re out and about?

It’s such an emotional moment every single time. Building a small, self-funded brand takes so much work behind the scenes, and seeing someone choose Julietta feels like a validation of all that effort. I always approach them to say thank you—it’s a way of reminding myself why I do what I do.

What’s the process like for each piece, from idea to creation?

Inspiration comes from everywhere; my travels, vintage archives, and the interplay of past and future. I always create the first sample myself, diving into my bead and vintage costume jewelry collections to bring ideas to life.

What are you most excited for that’s coming up in the pipeline?

2025 feels like a big year for us. We’re launching a new category I’ve been working on for over 10 months, expanding the team and our office, and rolling out some exciting collaborations. I can’t wait to keep bringing joy to people’s wardrobes. The biggest highlight of the last few years has been seeing the fashion community embrace Julietta. It’s an incredible feeling to have your work validated by people whose style and opinions you admire.

Let’s manifest! Who are some dream people you’d love to see wearing Julietta in the future?

I’m manifesting Beyoncé, Zendaya, and Zoë Kravitz wearing Julietta in 2025. They represent boldness, individuality, and modern sophistication, which perfectly align with the spirit of the brand.