Modern Luxury, Reimagined: The Rise of El&Elle

Born from a desire to challenge longstanding industry norms, El&Elle creates high-quality, design-forward jewelry at a more accessible price point.

In the traditional jewelry industry, pricing often lacks transparency, driven by long-standing markups that can feel hard to justify for most. As a result, high-quality pieces often come with steep costs, putting them out of reach for many—while others are left wondering if what they’ve invested in will truly last over time.

Founders Louis and Justin De Bernardi set out to challenge this model with the launch of El&Elle, a Canadian-born, moissanite-focused brand built on the idea that beautiful, high-quality jewelry should be accessible—without the inflated price tag.

The Making of El&Elle

The brand began from a personal place for the dynamic duo, when the pair were looking to get engaged. After intensely exploring the market at the time, they found themselves wanting to build a brand that reflects how a consumer today values design, transparency, and intention. In their words, at the core of that was, “A commitment to make moissanite a choice, not a compromise.”

If you’re new to the world of moissanite, it’s important to understand that it’s a superior alternative to diamonds and other gemstones. As outlined on El&Elle’s website, this lab-created gem is known for its exceptional brilliance and durability, effortlessly merging affordability with eco-friendliness. It’s also graded by the same criteria as diamonds: carat, clarity, colour, and cut. Overall, the brand is looking to redefine how moissanite is perceived within the industry.

“From the beginning, our goal has been to create a brand that sits at the intersection of design, accessibility, and clarity,” the founders say. “That meant rethinking not only the materials we use, but also how jewelry is priced, produced, and experienced.”

The Designs

When sitting down to chat with the pair, it’s inspiring to witness how passionate they both are about the products they are able to bring to life through El&Elle. With a curated collection spanning earrings, rings, necklaces, and bracelets, the brand offers something for every style and occasion.

From classic silhouettes that transcend time, to refined everyday staples, each piece is meticulously and luxuriously crafted thanks to a made-to-order model that allows the brand to reduce overproduction. “We started with classic silhouettes, like the tennis bracelet or eternity band, and asked how they can evolve,” states the duo. “That might mean improving comfort, simplifying how a piece is worn, or adjusting proportions so it feels more natural for everyday use.” As a longtime admirer of the brand’s Round Cut Moissanite Tennis Necklace, I can confidently attest to the brilliance, durability, and exceptional craftsmanship behind El&Elle’s designs. This is a piece I’ll cherish for years and eventually pass down through generations.

Working with moissanite has also allowed El&Elle to lead with design, rather than cost. In this sense, the duo can continue to explore scale, structure, and presence without every decision being dictated by price. “This gives us the freedom to create pieces that feel both elevated and attainable,” the founders say. “For us, innovation isn’t always about creating something entirely new, it’s about refining what already exists and making it more wearable for how people live today.”

A key way El&Elle sets itself apart in the industry is through its commitment to a wear-tested approach. Since inception, the founders have worn their designs for extended periods before finalizing them into the collection. Simply put, if something doesn’t hold up beyond a cycle–or doesn’t integrate seamlessly into daily life–it doesn’t make the cut.

Speaking of making the cut, cutting-edge trends are not at the forefront of El&Elle’s designs. “From the beginning, we’ve been intentional about not designing for micro-trends or short-term moments,” the pair add. “Instead, we focus on creating pieces that feel just as relevant years from now as they do today. Our goal is to create jewelry that can adapt with the wearer, pieces that integrate into everyday life, transition across occasions, and don’t feel tied to a specific moment in time.”

New Launches

The brand’s latest launches truly showcase the innovation and craftsmanship that define its evolving approach to modern jewelry design.

One of our favourite new El&Elle designs to date is the Time Moissanite Bangle, which is a standout piece that came from a simple observation. As the founders explain, “We no longer rely on our wrists to tell time in the way we once did.” With that, the Time Moissanite Bangle explores how the role of wristwear has quietly shifted–from something functional to something expressive. “Instead of creating another timekeeping object, we removed the function entirely and focused on what remains: presence, proportion, and how a piece feels on the body,” says the two.

Designed as a sculptural 6mm bangle and set with the brand’s signature El&Elle moissanites, including an 8CT elongated cushion center stone, the piece holds the visual weight and familiarity of a classic wrist icon, but is entirely reimagined as jewelry.

“What makes it different is that it doesn’t try to do both,” they add. “It doesn’t measure time, it reflects it. It’s playful in that way, but still refined and intentional in its construction.” More broadly, the Time Moissanite Bangle represents how the duo think about design at El&Elle. It’s not about following trends, but about responding to how people actually live today–and allowing luxury to evolve alongside that behavior.

With the debut of the Time Moissanite Bangle, the brand’s evolving commitment to innovation is also evident in the Flex Moissanite Tennis Bracelet–which is both elegant and practical in design. Although there were some challenges that came with creating a piece that combines flexibility, durability, and luxury, the pair overcame all odds by rethinking that structure without compromising what makes a tennis bracelet truly iconic. “We wanted to maintain the clean line, the fluidity of stones all while introducing flexibility into the piece itself and making it accessible to a variety of individuals–including those with dexterity issues,” they explain.

In this way, they developed a bracelet that stretches and moves with the wearer while maintaining its shape and securely holding each stone—a result that required extensive refinement. Every element, from tension and durability to how it sits on the wrist, was meticulously engineered using El&Elle’s elastic metal. At the same time, the finish had to remain indistinguishable from that of a classic tennis bracelet.

“The flexibility couldn’t read as casual, it still had to feel refined, elevated, and true to the category,” the duo says. “The Flex Tennis Bracelet reflects how we approach innovation at El&Elle: not by changing what people love, but by removing the friction around it. It was about making a classic piece easier to wear, without losing any of its presence.”

Moving Forward

El&Elle is steadily reshaping the traditional jewelry landscape, guided by a clear commitment to thoughtful design and intentional growth. Over the past year, the pair have seen remarkable momentum—with growth surpassing 600%—yet their priority has never been scale for its own sake. Instead, they’ve remained focused on expanding in a way that protects the integrity of the brand: its quality, its customer experience, and the values it was built on. For them, the mission is clear—position moissanite not as an alternative, but as a confident, modern choice, while continuing to redefine what luxury means for today’s consumer.

Looking ahead, that vision translates into a continued refinement of El&Elle’s collections, with new designs that feel both elevated and effortlessly wearable. It also means creating more meaningful ways for customers to engage with the brand, from seamless digital experiences to immersive in-person moments like curated pop-ups. As El&Elle evolves, Louis and Justin remain grounded in their original purpose: challenging outdated industry norms while proving that fine jewelry can be both exceptional and accessible.

Check out some of our other favourite pieces to shop from El&Elle:

Comet Wrap Moissanite Ring