Meet
Maïssa!
A veritable UFO in the world of jewelry, Maïssa Zard has managed to combine responsibility and creativity with her French company,
the first in the sector to be responsibility and creativity with B-Corp certified.
“I think I stirred up a hornets’ nest.”
What has framed your own trail?
Jewelry is a very closed industry, very traditional, and very attached to its conventions.
For the most part, it’s a family business that’s handed down from generation to generation.
Not only do I not come from this milieu at all, but I entered it wanting to completely change its standards to make it more virtuous. Suffice to say, as a young woman of 26, I stirred up a hornet’s nest.
What do you believe in?
In not making compromises. I launched Loyale four years ago because I couldn’t find an engagement ring that matched my style and values. Mining is one of the main causes of deforestation and has dramatic social consequences. While researching, I discovered laboratory-grown diamonds — a real revolution. But the few existing brands lacked daring in their creations. So I started designing the jewels of my dreams, handmade from recycled gold and synthetic diamonds.
What’s the belief you’ve totally ditched?
That you can have everything in your life. You can have it all one day, but not at the same time. Well, maybe I’m just saying that to reassure myself… In any case, I think that’s what makes life what it is, with its periods of great joys and storms.
“Good things take time.”
Got any hacks for a simpler life?
I’m the expert at setting up rituals and letting them go after two weeks. My personality doesn’t lend itself to it. I’m disciplined at work but too spontaneous in everyday life. Still, I’m proud that I’ve managed to maintain an excellent work/life balance with Loyale and that I’m not that entrepreneur who works day and night.
What belief have you rebooted along the way?
I’ve come to re-examine my beliefs about ecology and its importance. I grew up in Lebanon, in the heart of nature, and I wasn’t educated at all about the importance of protecting the environment. It had no place in my life, and I didn’t see the importance of getting involved. Certain films, documentaries, and social networks enlightened me and helped me realize the urgency of the situation. Now, I’m the first to educate people.
Who’s flipping the script for you?
I wouldn’t be able to name just one person because I’m constantly nourished by the stories of others: men and women, actors, painters, musicians, engineers, architects… What also inspires me is my dual culture. On the one hand, the convivial, generous, and festive spirit of Lebanon — values that are very important to me. On the other, the cultural richness, taste for beauty, refinement, and craftsmanship of France, which are the common threads running through my creations.
What makes life truly worth the ride?
I’d say it has a lot to do with having projects — things that stimulate us and make us happy to date. Certainly not having a boutique on the Place Vendôme [laughs]! At the moment, I feel I’ve succeeded: I’m making a living from my passion, and I get immense satisfaction from seeing my customers happy. In ten years’ time, we’ll see. Maybe my desires will be different, and so will my definition of a fulfilled life.
Got any words for a “non-believer”?
Not to be afraid to ask for help. The only risk is not getting an answer. And then, sometimes, the seeds you plant germinate a few years later. When I launched Loyale, I contacted the founder of a well-known workshop, who told me that working with synthetic diamonds was not an option for him. Three years later, he wrote to me to offer a collaboration. Good things take time!
