A new name in fine jewellery was unveiled today in Paris, as mother-and-son duo Jihan and Louai Alama introduced their joint creation: Djihan. The luxury brand draws on family heritage and emotional storytelling, combining traditional craftsmanship with a modern design vision.
The launch marks a meaningful collaboration between the two generations. Louai Alama, who serves as Designer and CEO, shared the deeper motivation behind the brand. “With Djihan, I wanted to challenge the way we experience fine jewellery,” he said. “It’s about more than beauty — it’s about meaning and connection. I watched my mother create with such care and intention. That experience shaped my own approach.”
He added that the partnership with his mother has evolved into something greater. “We complement each other. She’s the guardian of the dream, and I bring a fresh perspective to it.”
A Contemporary Twist on a Family Legacy
The brand’s debut collection, titled Cube Mirage – Drop I, pays tribute to a 2005 design. It features 15 carefully crafted pieces in 18k yellow, white, and rose gold. Each piece is made to order and comes with ethically sourced diamonds or pavé-set detailing. Customers can also adjust lengths and personalise their jewellery.
From the subtle Mini Cube Mirage bracelet to the bold Mega Cube Mirage necklace, the collection is designed to offer both elegance and personal expression.
Storytelling Through Style and Packaging
To introduce the collection, Djihan launched a campaign titled A Mediterranean Summer. The campaign highlights soft lighting, natural textures, and warm tones to evoke emotions and memories. It presents a vision of luxury that feels intimate and timeless.
Even the packaging plays a role in the storytelling. Each piece is delivered in a custom-designed box in sunset-inspired colours. The brand hopes this detail turns the unboxing into a special and lasting moment.
More Than Jewellery — A Family Journey
Djihan is not just a jewellery line. It is a reflection of the Alama family’s journey. Each design holds emotional value — first handpicked by Jihan, then reimagined by Louai. The brand invites its customers to find their own story within each piece.
With Djihan, the Alamas aim to blend the elegance of heritage with the freshness of innovation. Their creations serve as wearable art — pieces that carry the past forward while speaking to the present.
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