Mother- and daughter-run jewellery brand Carolily celebrates women of all ages with powerful, handcrafted pieces that bring feelgood, everlasting style
Inspired by the joie de vivre of women in their prime, Carolily supports and uplifts women through exquisitely crafted jewellery. The brand’s elegant creations, handmade in Canada, are the work of mother-and-daughter team Donna and Danielle Scheven, who named the company after Donna’s mother and grandmother, in testament to the enduring power of strong women.
“With more than 40 years of jewellery-making experience, my mom designs pieces unlike any I’ve ever seen,” says Danielle. “We are both passionate about fashion, jewellery and the way it can spark joy in women. That joy can have a great effect on yourself and those around you.”
Donna’s designs for women in mid-life and older have been featured in publications such as Vogue and Vanity Fair, and have taken this small Canadian company’s work to the catwalks of Paris and New York. While most of the company’s growth has come through e-commerce, Donna and Danielle are now looking for boutiques and sales agencies who share their love of meticulously crafted jewellery. Carolily pieces often incorporate freshwater pearls and Austrian crystal pearls – the highest-quality manmade pearls available – and each pearl, bead or gemstone is hand-wired or hand-strung.
Carolily also offers custom designs. “It’s quite humbling for me to have the opportunity to create custom jewellery for someone, whether it is repurposing heirlooms or creating a one-of-a-kind bespoke necklace,” says Donna. “I am honoured that our clients trust me to create these special pieces that they can cherish for years to come.”
Carolily’s designs stand out in a world of fast fashion geared towards a younger demographic, where so much jewellery is mass produced and disposable. Carolily’s pieces are wearable pieces of art that are luxurious and timeless. Packaged with the same love and attention that goes into the brand’s creations, the arrival of each new item is turned into a special and memorable experience for a customer base that is often overlooked by the fashion industry.
“Our jewellery offers freedom and movement,” says Donna. “Each piece evokes a different mood. When we design our pieces, we think about how we want our women to feel – beautiful, confident, happy or powerful. We are fuelled by the spirit of women over 50, who want to travel, to study, to start their own businesses, to live life to the fullest. Our mission is to make our women feel seen and heard. They are celebrated here.”
In addition, the company supports women through its partnerships with charities, in 2023 supporting schooling for girls in low-income countries through Plan International. Carolily has also built a community of like-minded women who have bonded over a love of the jewellery. “It’s lovely to see women get so much enjoyment from our work,” says Danielle. Using a private Facebook group, select clientele can purchase one-off pieces while sharing fashion ideas and forming friendships. As well as admiring Donna’s designs and supporting a woman-run business, Carolily’s clients appreciate the brand’s craftsmanship, and the use of superior and long-lasting materials.
“Women over 40 have a great appreciation for the artistry our jewellery requires,” says Donna. “They are searching for expertly crafted designs with a story, which will last them for years to come, from a company that features women who look like them. That’s why they love Carolily.”
www.carolily.com