It was Juju Vera’s understated and timeless shell-shaped pendant that drew me into its artistry. With five delicate teardrop charms gently swaying beneath it and a long chain holding it from the top, this sterling silver piece rested confidently on the midriff of those in the know. It captured an aesthetic that balanced the classic and the avant-garde, with its antique-inspired design and absence of a logo only adding to its intrigue. This necklace, known as the Petra Shell, has quickly become the centerpiece of every It girl’s wardrobe. That said, it’s far from the only standout item
The Stella earrings have been spotted on model Vittoria Ceretti, while the Eliza earrings have been worn by content creators like Courtney Grow. All three gems from this New York City-based jewelry brand called to me with a fervor I couldn’t initially articulate but found impossible to resist.
After some reflection, I began to grasp the magnetic allure behind Juju Vera. Founded by Julia Ferentino and launched in July 2024, the brand is more than just jewelry—it’s a revolution in the art of adornment. Each piece is a quiet homage to the past while boldly carving its place in the present. Whether it’s a necklace, a cuff, or a meticulously crafted object, Juju Vera’s designs don’t just enhance an outfit or a space—they become an integral part of the wearer’s identity. They offer a profound, emotional connection to something greater—history, artistry, and timeless beauty—and are meant to be lived in, passed down, and cherished by generations to come.
The brand has quickly captured the style set’s attention, so I sat down with Ferentino to dive into her debut collection, discover who first recognized her label, and learn where Juju Vera is headed. If you’ve ever thought jewelry wasn’t art, prepare to see it through a new lens.
(Image credit: Juju Vera)
What is the significance behind the brand’s name Juju Vera?
My first name is Julia, but ever since I was little, my nickname in my family has been Juju because my brother couldn’t say, Julia. He would call me Juju. Vera is my grandmother’s name. So, the brand name comes from half of my grandmother and me.
What compelled you to start a jewelry brand?
Initially, I had my own business sourcing [jewelry] pieces for editorials, private clients, and films. However, I have always dreamt of starting my own collection that takes inspiration from ancient Greek motifs, 1970s Art Deco architecture, and retro movies I love from the sixties and seventies. I would create my own sketches, turn them into wax molds, and then hand-cast them in our workshop in New York City.
Two and a half years of research and development led me to create Juju Vera. It took me a long time because I wanted to develop a collection that I was really proud of, one that consisted of timeless and long-lasting pieces. Through the design and production process, I was obsessed with ensuring the pieces had emotion. I would always wear the samples to see if other people would comment on them or if I would gravitate towards them in my own jewelry box.
