The brand
About the Brand
Hey ma douce was born out of a void
In 2020, Alicia was looking for jewelry that mixed gold and silver. Not a gold piece, not a silver piece — both, together, on the same ear. It didn't exist on the market. She decided to make them herself, because she understood that behind this desire lay a vision.
Hey ma douce, it's a name that says it all: the duality between strength and softness. Between pieces that assert themselves and creations that are worn like a second skin. It's not jewelry in the classic sense of the term. It's character jewelry — pieces designed to provoke something, not to go unnoticed, to be yours as much as ours.
What distinguishes Hey ma douce is, first and foremost, a demand for design. Each piece is the result of real research and anticipation — unexpected silhouettes, questioning volumes, almost accidental details that make all the difference. No trends, no reproduced bestsellers: creations with a point of view.
The brand's philosophy is based on one concept: accumulation. The idea is to build your own language, to appropriate the pieces and make them speak in your own way.
Hey ma douce is an inclusive and genderless brand, out of deep conviction. For people from all walks of life and all ages. Because jewelry has no gender, no age, no box — and self-confidence belongs to no one in particular.
All our pieces are created in stainless steel — no plating that fades, no allergies, no compromises. Each creation is imagined and designed in our workshop in Marseille.
About the founder
"Cultivating my uniqueness is what led to my success."
Driven by an almost physical connection to aesthetics, Alicia has always let her eyes guide her choices. Attracted to details, materials, and textures, she naturally turned to graphic design and art direction initially—before finding her complete creative freedom in jewelry.
She draws inspiration from everywhere her eyes land: in nature and particularly the sea, in fashion, in architecture, in art, in vintage objects that have survived time. These are all the elements that fuel a keen vision and push her to continually push the boundaries of design.
Committed to her convictions, Alicia projects her personal values at the heart of the brand—inclusivity, freedom of expression, etc. Hey ma douce is not just a creative project, it's a statement. Each creation carries her uncompromising vision.
Her jewelry is like art: you either love it or you don't. And that's exactly what she's looking for.
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