Making Jewelry that Lasts, the Story Behind ELEMET

In conversation with Alla Novoselova, founder of ELEMET, on building a jewelry brand rooted in intention and longevity.

Sometimes the best ideas come from necessity. For Alla, founder of ELEMET Jewelry, it all started with a simple frustration: she couldn't find any jewelry at her local market in Spain that reflected her taste: timeless, versatile pieces that could work for any style or occasion. So in 2021, she decided to take matters into her own hands and create them herself. Today, her designs are worn in 48 countries around the world.

However, the design philosophy behind ELEMET goes much deeper than just filling a gap in the market. During the pandemic, Alla did a major decluttering at home, during which she was struck by how many unnecessary items humans accumulate, filling their lives and the planet with waste. "That's when I realized I wanted to create pieces that would last, that could be worn in multiple ways, and that people would truly connect with," she explains. Becoming the foundation for ELEMET, she began designing jewelry with longevity in mind, and not just trends.

Designing with purpose

Multifunctionality became central to Alla's design approach, born from her desire to reduce overconsumption and make styling easier for her customers. "ELEMET jewelry can complement almost any outfit and occasion," she explains. Rather than trying to keep up with the forever-changing, fast-fashion trends, Alla looks to classic forms and shapes. She reinterprets them in her own way, keeping pieces fresh without sacrificing their inherent quality.

Material choice is important to Alla's design, as she gravitates toward stainless steel, particularly in her designs. Drawn to it not just for its cool, silvery tones, but for practical reasons, the metal is more durable than silver, doesn't tarnish in Spain's humid climate, and is hypoallergenic. She sources from certified Spanish suppliers that comply with EU standards, often buying offline because she wants to be able to touch and feel the materials before selecting them for her designs. ELEMET's packaging is given the same careful attention: beautiful and interesting, yet eco-friendly and safe for the environment.

Self-expression without words

One of the main aspects that sets ELEMET apart from other small jewelry brands is the thought that Alla puts into what she wants her pieces to communicate. "My jewelry fulfills the need for self-expression without words," she says. While some pieces highlight status or act as talismans, ELEMET designs aim to reveal different sides of personality, like boldness through steel and spikes, tenderness through pearls, and natural authenticity through stones. "ELEMET is about what's inside, about inner meaning and emotional depth."

Extending into how Alla runs her business, it's also part of why she produces her designs in small batches to avoid any potential overproduction. Looking to her customers as co-creators, making pieces for them, Alla also offers jewelry repairs, replacements, and custom adjustments so each piece she makes can live longer. Sometimes clients even inspire new design ideas.

The most rewarding feedback she’s received? When customers say they wear ELEMET jewelry constantly, that it's become their favorite, and that they receive compliments about the designs. "I feel that I've achieved my goal," reflects Alla. "That's what truly inspires me."

Finding the right space to be seen

For emerging designers like Alla, platforms that genuinely support independent voices remain rare. "The market has long been dominated by major brands with huge marketing budgets and mass Chinese manufacturers," she observes. "That's why initiatives like La Ol'Markt are such a valuable opportunity to connect with people looking for something unique and authentic."

Looking ahead, Alla envisions ELEMET evolving into an international brand with sustainable growth, represented both online and offline, while preserving its soul, craftsmanship, and personal connection with every client. But for now, she continues creating jewelry for people who share her values: love for quality, individuality, and conscious consumption.

Story by Vivian Hendriksz, with insights and materials provided by La Ol’Markt.