ABOUT US
From classics to codebreakers, Mad Lords is an atypical, revolutionary, and disruptive jewelry house. Founded in Paris in 2012 by Serge and Caroline Muller, we redefine luxury by challenging traditional norms to prioritize beauty over mere performance. Our mission is to connect luxury, art, and craftsmanship, creating a tribe where new hippies and nomadic free spirits find their true expression. We bear witness to ultra-creativity in a homogenized world, celebrating the unique expressions of contemporary, nonconformist, and authentic jewelry designers.
Our Founders
Caroline Muller
Caroline Muller embodies the very essence of refinement in the world of jewelry. As the custodian of a curation of jewelry of unparalleled excellence, she infuses Mad Lords with an aura of rare distinction. Her distinguished background in marketing and public relations with luxury houses such as Louis Vuitton and Ralph Lauren, coupled with her deep immersion in the New York luxury market, makes her an undisputed expert. Caroline maintains uncompromising standards of quality and exclusivity with a keen eye. Her vision transcends mere selection: each piece chosen under her aegis carries within it an element of mystery and elegance, captivating the most discerning jewelry lovers around the world.
Serge Muller
Serge defines himself as a dreamy entrepreneur, heir to a family of artists who emigrated from Poland and Russia, having worked in the fields of painting, music and fine cabinetmaking. Immersed in this artistic world from a young age, he first turned to studies at Dauphine in finance and law, before becoming one of the architects of a resounding project in the field of investment banking. Despite this long-term success, the call of his passion for art and precious stones proved stronger. To nourish this vocation, he undertook additional studies in gemology, thus strengthening his unique expertise. Today, alongside Caroline, Serge is the pillar of a bold curation in pop chic jewelry, while carrying an ambitious and solid entrepreneurial project. His vision, both artistic and strategic, gives Mad Lords a singular and radiant identity.
Together, Serge and Caroline Muller have transformed Mad Lords into a testament to their shared values and complementary skills, creating a brand that embodies both art and luxury. Mad Lords is the culmination of their combined passions and expertise. Serge's financial acumen and artistic legacy, combined with Caroline's knowledge of the luxury market and creative touch, create a powerful combination that sets Mad Lords apart in the jewelry industry. This holistic approach resonates with individuals who appreciate the convergence of art, luxury, and self-expression.
Our Universe
Contemporary Agoras
Mad Lords is a treasure hunter of rare rigor. We systematically seek out the most talented jewelry designers to showcase them in pop and chic spaces where art, architecture, and music are common threads. Our boutiques are veritable agoras, places of exchange and connection, where we invite our customers to join our tribe if they feel they have always been part of it.
Driven by their passion, Caroline and Serge Muller opened Mad Lords boutiques in places that were dear to them: our secret "Embassy" in Paris was the starting point, then a boutique in St. Tropez, the town where Caroline grew up, and another in Deauville, where Serge spent his childhood, as well as in Megève, a legendary place where nature enthusiasts and mountain lovers meet.
Each boutique tells a unique story: Paris, with its New York loft atmosphere; Deauville, dedicated to travel; St. Tropez, a vibrant tribute to music; and Megève, which offers an unforgettable experience in the heart of the Alps.
Choosing a piece of Mad Lords jewelry is much more than finding a piece that resonates with your passions and values, it is affirming your attachment to a unique experience, that of an aesthetic, artistic and spiritual universe, designed to resemble you while transforming you and allowing you to affirm what you have always been.
Our Philosophy
Happiness Therapy
For over ten years, we have been committed to researching and selecting the finest jewelry, creating a world reminiscent of the Count of Monte Cristo's mysterious cavern. However, beyond these precious pieces, our mission has always been to offer our visitors, whether in Paris, Saint-Tropez, Deauville, or elsewhere, much more than a simple shopping experience. We aim to welcome them into a warm, comforting, and pleasant space, where happiness is at the center of everything.
It is in this spirit that we launched what we now call happiness therapy , a philosophy that encompasses much more than jewelry. Although our creations are an essential component, they are only one element of this happiness therapy. We have also forged partnerships with experts in various fields, each bringing an essential building block to the construction of this holistic movement. These collaborations are revealed in the events we organize, where we invite talented people, like Éliane, a passionate naturopath, or Valentin, a renowned chef.
With Éliane, happiness therapy takes on a natural dimension. She guides us toward a holistic approach to well-being, with particular attention to nutrition and a balanced lifestyle. As for Valentin, he enhances our events with his culinary creations, true edible gems that combine health and pleasure. Together, we believe that beauty is a state of mind, a harmony between body and spirit. We want every person who walks through our doors to feel beautiful, strong, and at peace.
Happiness therapy is the pursuit of happiness through sensory experiences, enriching encounters, and a continuous quest for well-being. It's also a reminder that taking care of yourself means taking care of your mind, your body, and those around you.
Whether you are passionate about jewelry or simply looking for serenity, we invite you to discover this movement with us, and to experience unique moments, where luxury and well-being intertwine.
Our Values
Social and Ethical Responsibility
We embody social and ethical responsibility in the luxury jewelry industry through our unwavering commitment to sustainable and fair practices. Having achieved international Fairmined certification, we guarantee that 100% of our gold purchases come from small mines that prioritize responsible organizational, social, and environmental practices. This commitment to ethical sourcing is reflected in our Mad Precious and Ethical collection, where each piece is crafted from 18-karat gold and adorned with high-quality diamonds and natural gemstones.
Authenticity
Our founders, Caroline and Serge, are true nomads and jewelry hunters, constantly traveling in search of authenticity in people and their creations. We embody the spirit of perpetual movement, attracting talented designers from around the world. Sought after by the most renowned and avant-garde designers, our vocation is to identify specialized designers with inimitable expertise, support their creative journeys, and highlight their exclusive signatures.
Community
Our commitment to community is central to our identity and deeply tied to the concept of a “tribe”: individuals connected by shared aesthetic tastes, values, and lifestyles. Our stores, designed as contemporary agoras, invite individuals to be part of a larger narrative that transcends mere luxury purchases, offering a gateway to shared experiences, artistic appreciation, and a sense of belonging.
Diversity
We deeply value diversity, which is vividly reflected in the eclectic and varied designs we curate, as well as the inclusive ethos that defines our brand philosophy. Through partnerships with designers from around the world, we embrace a wide range of cultural influences and artistic perspectives. This commitment to celebrating cultural differences reinforces the uniqueness of our luxury jewelry collections and underscores our dedication to fostering a global community of creativity.
Code-breakers
At Mad Lords, we celebrate the essence of codebreakers—individuals who defy convention and embrace their unique identities. In a world that often prioritizes uniformity, our values are deeply rooted in a narrative of rebellion against the ordinary. We collaborate with visionary designers who share our passion for pushing boundaries and redefining luxury. At Mad Lords, we celebrate the essence of codebreakers—individuals who defy convention and embrace their unique identities. In a world that often prioritizes uniformity, our values are deeply rooted in a narrative of rebellion against the ordinary. We collaborate with visionary designers who share our passion for pushing boundaries and redefining luxury.
