In a world obsessed with instant success and surface-level perfection, Madeleine Jarl, the Founder and Managing Director of ZAZA&LILI and MÄN offers a rare and refreshing alternative: a quiet, grounded strength that speaks through her creations, leadership, and the lasting beauty of her designs. While ZAZA&LILI focuses on bringing the contemporary woman stylish and affordable jewelry, MÄN is created to provide the modern day gentleman, with masculine and minimalistic accessories.

Madeleine’s journey is a powerful reminder that true value lies in meaning, real success is holistic, and real leadership is intuitive.

Her story is one of transformation—from a competitive springboard diver to an international model, from representing global brands to building her own, from balancing motherhood to mastering entrepreneurship. At the center of it all is a woman driven not by ego or noise, but by intuition, integrity, and purpose.

From the Springboard to Parisian Runways

Madeleine’s journey doesn’t begin in a boardroom—it begins in midair, above a springboard in Sweden, where a young girl learned the courage to leap. As a competitive diver, she discovered discipline, independence, and the thrill of venturing into the unknown. That same spirit carried her far beyond the pool.

At 19, she left Sweden for Paris, where she began a modeling career that took her around the world and allowed her to work with iconic brands like Aubade, Christian Dior, Lancôme, and Jeanne Piaubert. Every trip deepened her perspective—cultures, languages, colors, textures, and fragrances all became part of her creative DNA. “I absorbed everything,” she recalls. She adds, “Every place, every person I met added something to who I was becoming.”

In 1995, she founded her own commercial agency in Paris, working primarily in travel retail and inflight services. But as her career matured, a quiet voice began to rise: Why sell other people’s dreams when I can create my own?

A Brand Born Out Of Love and Strengthened By Legacy

That question eventually bloomed into ZAZA&LILI, founded in 2015 and named after Madeleine’s twin daughters, Kenza (Zaza) and Ellin (Lili). The brand was born from love, motherhood, and the desire to create jewelry that uplifts, empowers, and connects.

“When I look at my daughters,” Madeleine says, “I see harmony, individuality, multicultural roots, and inspiration. ZAZA&LILI is about that same spirit—elevating women of all walks of life with accessories that blend beauty with emotion.”

The brand quickly distinguished itself through a blend of understated elegance and minimalism, its ethical foundations, and the thoughtful story behind every design. From timeless bracelets to statement rings, ZAZA&LILI makes refined style feel personal, accessible, and deeply meaningful. “These are pieces meant to be lived in—not locked away for special occasions.”

Design with a Soul, Affordably Adorable

ZAZA&LILI’s appeal lies not just in its elegant Scandinavian aesthetic—rooted in calmness and purity—but also in its infusion of vibrant Parisian flair. This unique blend creates pieces that feel both timeless and lively. In a market flooded with overpriced fashion jewelry, Madeleine has intentionally kept her designs affordable, making thoughtful, stylish pieces accessible without compromise.

“I want every woman to feel that she can express herself with ease and confidence,” she says. She adds,“Style should never feel exclusive. It should feel empowering.”

This ethos has resonated around the world. Thanks to a seamless global shipping service and strong partnerships in inflight retail, the brand now reaches women globally—from Sweden to Singapore, New York to Tokyo— ensuring that every customer, no matter where they are, can experience a piece of ZAZA&LILI’s story.

Weathering the Storm: Resilience During the Pandemic

The COVID-19 pandemic nearly halted everything Madeleine had built. With the collapse of travel retail—her primary revenue stream—sales disappeared overnight. But instead of giving in to fear, she adapted.

“I leaned on my partners, embraced patience, and stayed close to my values,” she reflects. “It was terrifying, but also revealing. I discovered that my business could survive, and even evolve, through connection, honesty, and agility.”

MÄN: Accessories for the Modern Gentleman

In 2019, Madeleine introduced a new chapter: MÄN, a minimalist jewelry line for men inspired by quiet confidence and enduring design. With bracelets crafted from leather and stone and an aesthetic that speaks to understated elegance, MÄN offers men a way to express themselves with subtlety and strength.

“It’s about more than accessories,” she says. She goes on to comment, “It’s about identity, essence, and emotion.”

The brand has recently received many accolades, including Best Men’s Bracelet Brand – Scandinavia (LUX Global Excellence Awards) and Men’s Accessory Brand of the Year 2025 (Corporate LiveWire). Plans for 2025 include launching a silver and steel collection—expanding the offering with rings, pendants, and earrings.

The Success Mantra —Committed Heart, Unique Intuition, and Lasting Purpose

What makes Madeleine’s journey all the more inspiring is that she has built everything from scratch. Without formal business education, she taught herself design, accounting, sourcing, marketing, and logistics—all while raising two children.

“I’ve worn every hat,” she laughs. She continues, “But each step made me stronger. Every challenge was a lesson in humility, resilience, and trust in my intuition.”

She calls herself a “gentle leader,” preferring collaboration over control, and encouraging her team with freedom, trust, and kindness. Her leadership is not loud—but it is powerful. “I believe in leading with calm confidence,” she explains. She believes that strength doesn’t always have to be loud.

Empowered To Rise, Her Way

For Madeleine, success isn’t measured by numbers, but by inner balance. She quotes, “It’s about waking up with peace, knowing your children are happy, and feeling aligned with your values. That’s real success.”

She balances long working hours with her continued passion for diving, which she returned to competitively—and even won gold at the 2019 World Championships in the Masters category. “It keeps me grounded,” she says. She comments, “It reminds me of the thrill of taking risks and trusting myself.”

Shining A Light, Showing The Way

As a self-made woman, Madeleine has a message for aspiring entrepreneurs:

“Don’t wait until you feel ready. Start. Try. Learn by doing.”

She encourages others to define success on their own terms, to trust their inner voice, and to embrace failure as a natural part of the journey. Madeleine believes even if it doesn’t work out the way one hoped, it’s an experience that moves one forward.
She hopes to expand into new international markets, find aligned partners, and continue evolving her brands with purpose and passion.

A Legacy of Lasting Elegance, Etched For Eternity
Whether she’s sketching a new design, packing an order, or encouraging her team, Madeleine Jarl is creating something that goes beyond business—she’s shaping a meaningful story that will live on. Through ZAZA&LILI and MÄN, Madeleine hopes to bring a little more warmth and meaning to the world of accessories—showing that when creativity is guided by character, true elegance feels personal and connected to our everyday lives.

Her story, like her creations, carries a message worth remembering:

When you dare to be yourself, you create the space for others to do the same.

Company Name: Zelli of Sweden AB
Managing Director: Madeleine Jar
Websites: www.zaza-lili.com / www.jewel-byman.com