New Brand To Know: All The Must

Alexandra Ben Tolila’s fond childhood memories of the sun and the beach inspired the inception of her jewelry range All The Must. Launched in 2017, the brand is known for its boldly-hued recycled disc beading. Born and raised in Paris, Tolila studied at NYU. She worked at MTV as well as an event company that she launched with her father before starting her jewelry business. The collection is handmade in its showroom, which is based in Paris. The range is currently sold on Browns Fashion.

What inspired you to launch your label? 

After selling the jewels of other designers I had the will to create my own style of jewels. The memories of the necklace that I saw on the beaches during my childhood. The love of colors, of life, and happiness. It inspires the sun, the beach, the cool vibes I run for.

Why fashion? 

I always was inspired by fashion, clothes, accessories, jewels. I also love decoration, all that is in relation with beautiful things

What is your brand ethos? 

I used a lot of recycled heist vinyl disc so I like the idea of recycling stuff.

How would you describe your signature aesthetic? 

All The Must jewels is recognizable by its recycled vinyl discs beads and its drawings that that unique. I mixed it to precious stones, or with gold plated. This is based with heishy beads mixing a lot of flashy colors. That is the signature. I like the idea of mixing and matching my jewels.

What was your inspiration this season?

This season I played with gold plated to get a little more precious line for all women, so they can mix them to the beachwear collection, but also with real jewels. I also used a lot of tie-dye silk ribbon with colorful shells.

Who is your customer? 

My customer are women from 18-60. A daughter, mother, and grandmother. Grandmothers were the first to wear those kinds of surfer necklaces. Mothers had the memory of them and their daughters love their style and colors.

What are your plans for the label?

Continue to promote the brand all over the world. They are already in 150 selling points. Continue to elaborate jewels integrating more gold but my goal is to keep my style and spirit always.

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