Ethical fine jewellery label Luca Jouel is committed to social change

The Australian jewellery label Luca Jouel has been on my radar for a few years now. Designer Tereena Lucas has a way of amazing me with every collection, and I’m like a moth to a flame when one of her rings are in the room. To describe Tereena’s style in one word is impossible, but in three; effortless, timeless, healing.

As a self-taught designer and a passionate lover of fine jewellery, Tereena is inspired by all things natural, antique and architectural, and her mission is about more than just translating inspiration through her quality craftsmanship. She values longevity, and each Luca Jouel piece is designed to be treasured for a lifetime and handed down as an heirloom.

Tereena isn’t concerned with following trends or designing jewellery that fits into the ordinary fashion mould either. Instead, she consciously designs statement pieces that fuse responsibly-sourced rare and unusual diamonds and gemstones with mixed precious metals.

As a brand, Luca Jouel is committed to social and environmental change, and each piece is ethically made by her team of expert artisans, supporting fair trade and ensuring strict labour and safety practices. Luca Jouel diamonds are sourced from reputable suppliers who comply with Kimberly Process Certification, and as a gemmologist, Tereena is a Fellow of the Gemmological Association of Australia (FGAA).

Luca Jouel is a fine jewellery brand with social and environmental values at its core, and the latest collection is a testament to Tereena’s romantic aesthetic. Offering an exploration of beauty and texture, the latest range of ethical jewellery features coloured gemstones taken from Tereena’s private collection, and it reflects emotions and memories of a well-travelled life.

Support an ethical and sustainable fashion future and follow the Luca Jouel journey online.

The Fashion Advocate x

Sustainable fine jewellery label Luca Jouel is committed to social and environmental change - The Fashion Advocate interview

Sustainable fine jewellery label Luca Jouel is committed to social and environmental change - The Fashion Advocate interview

Sustainable fine jewellery label Luca Jouel is committed to social and environmental change - The Fashion Advocate interview

The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!


Want to know the top three ways to grow a successful and sustainable fashion brand?


    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.



    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!



    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.