The Brand and its Designer
Jules Kim, the New-York based creator of Bijules, graduated from Virginia Commonwealth University in 2001, is unapologetically conquering the balance of art and aesthetics in jewelry. This makes her one of those rare artists who harbor the ability to create objects that Mirror the beautiful and chaotic world we inhabit: with all its humor, tragedy, ambivalence, love and hate…
To be in the company of Jules is to be in the presence of a seer – a visionary: who calmly describes the world's mysteries in ways never before thought or expressed. Jules Kim's designs convey concepts that reflect American propaganda for the empowerment of women, the innocence of childhood and the dark humor of adulthood.
At times it's difficult to separate the artist from the art – overwhelmed with the beauty of a goddess, fantasies seem much more nearer, allowing you to discover novelty within yourself. Jules doesn't just make jewelry: she makes an experience. She creates pieces that hang, hug, clip, cut, and curve. These objects accentuate the body and represent not only her personal statements but also each wearers' interpretation of themselves and their environment.
Bijules, is now a widely known and respected jewelry and accessory line within tastemaker culture. Celebrated in national and international press, Bijules is a unique brand sought after by those who have a passion for individuality and fashion. Her pioneering designs have made her a favorite of celebrities like Beyonce, Rihanna, Karen O, to name a few.
«I want to upset the quietness of the gold industry's "sacredness"» explains the designer, introducing her film Amasia - Possible Future Supercontinent After Actual Earth directed by Robert Hamada with art director Guido Callarelli.
«With Amasia I wish to combine the force, at times brutal, of nature, to the purity of jewels. This market segment must reinvent itself all the time to live on and I want to be part of such transformation» adds Jules Kim, while she explains that to get in the gold industry she has to carve out her space, breaking traditional barriers, beyond all expectations.
«I chose to go beyond people's expectations, I wished to stimulate their perception with something unexpected so that they will ask themselves who they are and what they will become …»