There are few names in fine jewelry that carry history quite like Lalaounis. Rooted in Athens and shaped by the visionary goldsmith Ilias Lalaounis, the house has, for decades, transformed ancient Greek art and mythology into jewelry that feels both timeless and unmistakably modern.

Today, under the leadership of Ilias Lalaounis’s four daughters, the brand continues to uphold that legacy, balancing reverence for craftsmanship with a fresh, global vision that reaches collectors from Athens to New York.

We spoke with Demetra Lalaounis Auersperg-Breunner, International CEO of Lalaounis, about what defines modern luxury, how cultural heritage remains the brand’s creative heartbeat, and how new experiences, including Lalaounis’s collaboration with MEMO, are helping more clients discover the soul of this iconic house.

Lalaounis has such a distinct identity — deeply rooted in Greek culture yet relevant around the world. How do you continue to honor that legacy while moving forward?

Heritage, for us, isn’t about looking back, it’s about continuity. Every collection begins with an element of Greek history, mythology, or art that we reinterpret for today. My father drew inspiration from periods such as the Minoan, Hellenistic, and Byzantine eras, developing collections meant to live on forever. My sisters and I work with that same philosophy, building on his vision while exploring new ways of expressing gold and finding fresh sources of inspiration.

What makes Lalaounis special is that we don’t separate past and present; they coexist. Our clients recognize that each piece is not just decorative, it carries meaning, craftsmanship, and cultural memory. We evolve, but we always remain true to our DNA.

Gold prices and global market shifts have been top of mind lately. How do these conditions affect a heritage jewelry house like Lalaounis?

Gold has always been both a material and a symbol. It carries value across centuries, not just markets. Of course, prices fluctuate, but we never allow that to stifle creativity. We sell pieces at their true value, grounded in design and workmanship.

What’s remarkable is that in times of uncertainty, clients often turn to pieces with enduring meaning. It reinforces what we’ve always believed: fine jewelry isn’t about trends or speculation, it’s about permanence.

The brand’s presence in the U.S. continues to grow. What resonates most with American collectors — and how has working with MEMO expanded that connection?

American clients are very knowledgeable about product, price, and craftsmanship. They’re also deeply attuned to authenticity. They love knowing where a piece comes from, not just geographically but spiritually. When they wear Lalaounis, they’re connecting to a larger story about civilization, creativity, and the human hand.

Through our work with MEMO, we’ve seen how much collectors appreciate experiencing that story personally — to live with a piece, to feel its weight and warmth in their own space. That intimacy is very aligned with who we are as a brand.

That’s why we value partnerships like the one with MEMO. They bring a level of trust and closeness to the relationship between brand and client. Whether a piece is tried on in our Athens atelier or in someone’s home in New York, the feeling should be the same: that it’s a work of art meant to be lived with.

The fine jewelry industry has evolved significantly in recent years. What advice would you offer to younger jewelers who are just starting out?

Clients today have far more choice, with so many new designers entering the market. At the same time, I’m seeing less creativity than I’d like at a moment when standing out matters most.

My advice to emerging jewelers is to find true inspiration, whether in museums, in nature, or in your personal story, and stay authentic. Find your own signature style, your own niche, your own identity. After all, that’s what being an artist is all about.

Finally, with the holidays just around the corner, are there any pieces you consider timeless staples for the season? 

I’m asked this often. For the holidays, I always love the classics — gold hoop earrings, a gold link bracelet, layered pendants, or long statement earrings. But ultimately, it’s about what suits you and how you wear it. Jewelry becomes most beautiful when you make it your own. 

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In a world where so much feels transient, Lalaounis remains a reminder of what endures — artistry, meaning, and the quiet power of craftsmanship. From its Athenian atelier to the homes of collectors discovering the brand through MEMO, Lalaounis continues to prove that true luxury is not about acquisition, but connection — to history, to culture, and to oneself.

View the Lalaounis collection on MEMO

Discover how jewelry and luxury retailers can bring the MEMO service to their clients at memo-it.io.