Demi-Fine Jewelry Company

Born & Raised in Medan

Since 2015, our goal has remained the same: to empower local jewelry artisans in our hometown by reviving the art or traditional silver and goldsmithing. At the same time we want to modernize jewelry customization by providing a robust digital platform.

Our dream was (and still is) to put out the best quality of locally handcrated jewelry with an affordable price tag, packaged beautifully, to put smiles on faces.

Traditional silver and goldsmithing is a dying art that is quickly replaced by automation and mass-production. At Loulourose, we are proud to work with highly skilled third generation gold and silversmiths in our studio. By having full control of our own production, we have eliminated layers upon layers of factories and middlemen. This enables us to provide living wages for our jewelry artisans.

Our Creative Process

We are proud to be vertically-integrated jewelry company, being a part the process from start to finish very closely means that we have full control of what goes into every Loulourose jewelry.

Believe it or not, since the beginning our products have mostly been designed together with YOU, yes the customers. In the early days, we started creating custom jewelry requests, which we will then produce in our workshop. The customer loves the end product so much that once they share it on their Instagram, more customers request for the same design that eventually we have to put it in our store. It's truly an organic cycle of collaboration.

Once we have an idea or some sketches, our highly skilled team of craftsmen will come up with the best methods to produce the design. Back then we even used dried octopus vertebrae (this is a traditional jewelry making technique) to make the mould for our Tiny Heart Necklace. These days we rely more on wax moulds to produce more consistent (and vegan-friendly) results. After that, it's time to make the first prototype.

It's always super exciting to receive the prototype. The design and fulfillment team (it's just 4 of us tbh) then take turns to try and review, wearing the item for a whole day of activities. If it doesn't match our standard, we'll make edits and there will be a second round of prototyping, or third, or fourth...we'll keep repeating until we get it right. We are thankful to be able to work directy with our craftsmen to achieve the best results always.

Fair Prices

No import taxes, no unnecessary middlemen, no insane markups. We produce many pieces on a made-to-order basis so that you don’t pay for extra inventory costs and no waste of materials of course.

Read about our sustainability.

Our Company Philosophy