Is it just me, or is everyone in the fashion scene sporting pieces from this New York City jewelry brand?

      It was the subtle and timeless shell-shaped pendant from Juju Vera that initially captivated me. With five delicate teardrop charms gently swinging beneath it, and a long chain holding it, this sterling silver piece sat elegantly on the midriff of those who appreciate fine jewelry. It embodied an aesthetic that melded the classic with the avant-garde; the antique-inspired design coupled with the absence of a logo only heightened its charm. Known as the Petra Shell, this necklace has quickly established itself as a staple in every It girl's wardrobe. However, it's not the only remarkable piece. The Stella earrings have been worn by model Vittoria Ceretti, and content creators like Courtney Grow have donned the Eliza earrings. All three gems from this New York City-based jewelry brand resonated with me in a way I initially struggled to express but found impossible to ignore. Upon reflection, I began to understand the magnetic attraction of Juju Vera.

      Founded by Julia Ferentino and launched in July 2024, the brand transcends mere jewelry—it's a movement in the world of adornment. Each piece serves as a subtle tribute to the past while boldly asserting its relevance in the present. Whether a necklace, cuff, or an intricately crafted object, Juju Vera's designs don't just complement an outfit or a setting—they become an essential aspect of the wearer's identity, providing a deep emotional connection to something more profound—history, artistry, and timeless beauty. These pieces are intended to be worn, cherished, and passed down through generations. The brand has swiftly captured the attention of fashion enthusiasts, so I met with Ferentino to explore her debut collection, discuss who first recognized her label, and discover the future direction of Juju Vera. If you've ever doubted that jewelry can be art, get ready to see it from a fresh perspective.

      **What is the significance behind the brand's name, Juju Vera?**

      My first name is Julia, but since childhood, my family has called me Juju because my brother couldn’t pronounce Julia. He referred to me as Juju. Vera is my grandmother's name. So, the brand name reflects both my grandmother and myself.

      **What inspired you to start a jewelry brand?**

      Initially, I owned a business sourcing jewelry for editorials, private clients, and films. However, I always dreamed of launching my own collection inspired by ancient Greek motifs, 1970s Art Deco architecture, and the classic movies I adore from the sixties and seventies. I would sketch my designs, create wax molds, and then hand-cast them in our workshop in New York City.

      It took two and a half years of research and development to create Juju Vera. I wanted to develop a collection that I was genuinely proud of; one made up of timeless, long-lasting pieces. Throughout the design and production processes, I focused on ensuring that the pieces carried emotional weight, often wearing the samples to see if they attracted comments or if I was drawn to them in my own collection.

      **Where else does your inspiration come from?**

      It revolves around the timeless era of elegance when women would adorn themselves in sophisticated styles, whether in a caftan or with glamorous pendants and bold earrings. They expressed their individuality through their styling. Even socialites in the seventies and eighties would carefully prepare themselves for evenings out. I feel this level of thoughtful adornment has faded over the past couple of decades. Therefore, it was essential for me to create pieces that are timeless, elegant, and imbued with nostalgia, allowing for modern expressions of adornment.

      **How do you approach the design process?**

      I don’t necessarily design with sales in mind. My focus is on creating pieces that allow women to express their identities through what they wear. Many items in my debut collection are designed to convey something about the wearer. I also enjoy the idea of my pieces complementing others. For instance, if I wear something simple or monochromatic, I might add a Petra necklace or a gold cuff to balance the softer elements of my outfit with the sculptural characteristics of metal. This can also involve a harmony between old and new or between feminine and masculine designs.

      **Can you share a bit about the debut collection?**

      I launched my debut collection at the end of last year, featuring a 26-piece array of fine jewelry including the Athena Pave Collar with diamonds, the Petra Shell, and various cuffs. It also includes objects I refer to as "objects of desire," such as a lighter case adorned with an Art Deco shell motif and an ashtray inspired by the ancient Mediterranean mosaic known as asarotos oikos, or "unswept room" in Greek. Drawing from my Greek and Italian heritage, I integrated elements of my Greco-Roman background into these designs.

      **How would you describe the brand's core values?**

      One of the core values is individuality. I envision these pieces being styled in a myriad of ways and never