For the brand's 5th anniversary, Julia Maufay and Émilie Dupas open up. Photoshoot, portraits, interview, they share their thoughts.
How would you define the word "create"?
Together: Creating means expressing our vision of the world. It means keeping your eyes wide open and letting your imagination and self-expression run free.
Julia: Creating means imagining, rethinking things, transforming, discovering, rediscovering, and making a material, an object, or an idea your own.
Émilie: It means feeling what surrounds me. It means letting my emotions speak, expressing them with passion, and evoking a feeling in others.
And femininity?
Together: There is no single definition of femininity. For us, femininity is whatever each person makes of it—what every woman is when she is completely and utterly free.
Julia: Femininity is found in the little details: red lipstick, beautiful jewelry, a way of speaking, moving, or carrying yourself… that little personal, individual je ne sais quoi.
Émilie: For me, femininity means accepting who you are and staying true to yourself. It means being and remaining true to yourself without compromise. It means having self-confidence in life. For me, femininity means accepting who you are and staying true to yourself without compromise. It means having self-confidence every day.
Where do you find inspiration?
Together: In ourselves and everywhere. By looking at ourselves. We look at ourselves a lot: our earlobes, our hands, our movements… and we project. When we are together, we inspire each other. If we don't create together, at the same time, at the same moment, then it's no longer April Please.
Julia: When you flip through a magazine, pass someone on the street, or admire the shape or line of an object. There is no need to look any further. You just have to open your eyes. I love interior design, for example, so I like to observe and contemplate before creating: the voluptuous curves of Michel Ducaroy's Togo sofa, for example. Or the soft straightness of The Socialite Family's Gioia lamp. These are pieces that mean something, that make a statement, define a trend, and become part of a movement.
Émilie: Yves Saint Laurent is a reference for me, a model of consistency in quality and excellence in creativity. I draw a lot of inspiration from him because April Please's goal is to offer beautiful, cutting-edge, high-quality, distinctive pieces. I tend to look at and observe the work of the best… to strive toward them. Drawing inspiration from them allows us to move forward and progress. For example, the shift taken by Balmain after Olivier Rousteing's arrival is a real lesson in questioning oneself. The brand had lost its status; now it is once again noticed and recognized thanks to its stylist's highly recognizable work.
Together: We actually draw inspiration from what is branded, distinctive, iconic… we want April Please pieces to be identified at a single glance as a Togo, a Knoll, a YSL tuxedo, or a Chanel bag. We are committed to leaving our touch, our mark on every piece.
We want April Please pieces to be identified at a single glance.
What gives you confidence in life?
Together: Passion! It is at the root of everything for us: our boldness, our flair, our drive… we are two passionate creatives.
Julia: I have always done things because I wanted to, without ever worrying about what they would lead to or what they would be used for. You have to follow your instincts. I climbed the steps one by one and, little by little, I achieved all the goals I had set for myself. Everything I have done is something I wanted to do and succeeded in doing. And when I look back, it is as if everything were written, because the journey seems so logical. I realize that knowing how to listen to your heart is a strength. The road ahead of me is still long; let's see where it will lead me… For now, I nourish myself with my family and the shower of compliments April Please receives!
Émilie: I think it is all the little daily victories. Whether professional or personal. A project coming to fruition, buying an apartment, a trip, a wedding, a new collaboration, a message or a kind comment, a boutique… the AP adventure is so enriching. We make wonderful connections, I feel like I am learning, sharing, and moving forward… And then, there is my husband. He gives me confidence every day, he knows me by heart, and he pushes me to be a better version of myself. What I see in his eyes when he looks at me gives me wings. Even so, there is a new factor. It is very recent, but it is me. I am learning to be kinder to myself. I observe what I do and tell myself that it is not so bad: "you can count on yourself, you can do it, and by the way, you are doing it." I try to realize that I am the source of my own confidence, being no more or less than anyone else. By being me. And it feels good!
What is your dream for April Please?
Julia: I would like April Please to be an iconic brand! For the brand to become a common noun: "I put on my Nikes, my April Please, grab my Chanel, and I'm off!". I dream of April Please being a must-have and a reference. For women, when they think of jewelry and earrings, to naturally think of April Please.
Émilie: To take the brand as far as possible, both literally and figuratively. To take April Please to all four corners of the world, to make it an international brand that is strong in its image and its values. To establish April Please as a timeless partner you can count on. Finally, I would like the story of April Please to inspire other entrepreneurs and push them to live their passion, as Julia and I have done.
If April Please were to be only one creation?
Together : Only one? You mean all of them? … it will be difficult to choose !
Julia: My current favorite is Spencer ! From the 5th-anniversary capsule collection, I think it perfectly embodies the brand in all its substance: it can be worn as an ear ring or on the earlobe near the curve of the face or offset, and it also makes a magnificent ring ! I love it. This combination, this modularity, is our trademark. I love the idea that every woman can make the jewelry her own, do whatever she wants with it, and create her own style by inventing a story with Spencer, Jude, or Émile. That is why our jewelry bears masculine names… it is a little naughty and… romantic!
Émilie: Personally, I have had a favorite since we created it! Obviously, it is an earring, an ear ring—the essence of the brand—that connects the ear ring and the ear wire through a delicate, fine chain: FERDINAND ! With it, we can allow ourselves anything: be rock, sensual, discreet, and assertive… it is a fine but present, remarkable companion. It is a simple and elegant piece of jewelry, but not basic. Everything is in the finesse.
A message for us ?
Together : DARE !
Julia: Dare, you have to have fun! The only rule is that there are none… and that applies to everything. Don't think that something is not for you, not your style, that you cannot… EVERYTHING can be your style! Because it is up to you to make the world your own and adapt it to your personality. It is up to you to write your story.
Émilie: Dare, don't be afraid! Be yourself, treat yourself, accept yourself, and express what you feel… even if that means dyeing your hair purple! Express yourself! Be yourself, do not restrict yourself. Never! Trust yourself, listen to yourself, try, and trust life too—it is full of surprises.
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