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New York is indeed a city full of movies. While so many stories are inspired by the city that never sleeps, it’s also a place where you can see some of the most creative ideas come to life. The founders of Lilith New York, July and Jasmine had a similar inspiration. Driven by the creation of Woody Allen, “A Rainy Day in New York”, the two captured the city’s beauty to evoke the essence of New York into their brand styles.
The two friends from New York met in a New York speakeasy and instantly hit it off. And like any good New Yorker, they end up – drinking and chatting. The two of them had a lot in common. They loved the same movies, music, and books. And they both had a passion for fashion and aesthetics. It was only natural that they would start their own line together.
Lilith is an exclusive jewellery brand that embodies the New York lifestyle. And like the city, Lilith is always changing and evolving. The brand is constantly coming up with new designs that are inspired by the latest trends in New York.
July and Jasmine are always out and about in the city, searching for inspiration for their next collection. And they love nothing more than to see their pieces being worn by the people of New York.
They grew up admiring the styles of the women in their city and driven by entrepreneurship, it was time for them to explore the essence of New York their own way! They decided to quit their jobs in the fashion industry and start their global adventure in 2015. After living in Paris, Dubai, Shanghai, and Tokyo, July returned to New York amazed at how similar the lifestyles were in cosmopolitan cities. The two acquaintances turned into friends, started Lilith New York as a way to bring the best of different cultures together.
Rather than featuring luxury, the founders have made it their mission to give others refined, gentle and cute pieces of a product line that fit more into the personality and less into the “conventional fashion norms.”
The two being the urban women in the fast-paced city, they focused on understanding the need for self-expression that comes with work, dating, partying or simply daily lifestyle. And so, they have launched several product lines styled in a way to complement all these aspects of life. In doing so, they have also managed to keep the prices of their products affordable without compromising on quality or design.
When the brand was founded, it was set with a visually futuristic aesthetic that elaborates on the important role of women in society and how the brand is empowering them.
“There’s something about the way women think, plan, and organise that’s very different from men. And I think that’s why we’re seeing so many successful businesses led by women,” she said. “In a world that’s constantly changing, we need to be adaptable and keep exploring the new. That’s what Lilith is all about – giving women the freedom to be whoever they want to be, adorn themselves with the pieces that specifically bring out their personalities.”
July and Jasmine use designs to tell a story, and they want the women who adorn the pieces to feel like they are part of that story. “We want the women who wear Lilith to feel like they can take on the world,” July said. “I want them to feel powerful and confident while having a little fun!”
Jasmine, who loves mixing and matching different styles, echoed July’s sentiments. “We want to make fashion accessible to everyone,” she said. “We want to show that you don’t need to spend a lot of money to look good. You can be stylish and still be budget-conscious.” The duo has been friends for over years now and keeps thriving on their tenacious entrepreneurship and love for jewels
They share a combined philosophy that is all about inclusivity and self-expression. While the two have captured a significant market, they want to continue expanding Lilith’s reach to empower more women globally. “We wish to go beyond just making and selling products,” July said. “We want to create a community of strong, independent women who support and inspire each other.”
“We want Lilith to be more than just a jewellery brand,” Jasmine added. “We want it to be a way to express yourself and feel good about yourself.”
