Emily Minchella exemplifies what Parisian style is: sophisticated yet simple. As a true 2010 young woman, she has a few plates spinning at the same time. Being the Jewellery Director for L’Offficiel was apparently not enough so she decided to go further with her passion and designed a capsule jewellery collection for AS29 that entered the concept store Colette in Paris last October.

“I am very simple with my style but I love luxury”… so there was not far to go from a jewellery collection to cashmere staples.So last year, she joined forces with her long time friend Caroline Baltz Nielsen (who runs a luxury timepiece business) and the two of them set up Leetha, a made-in-Mongolia cashmere line. Leetha is sold in selected stores worldwide such as le Bon Marché in Paris and Maxfield in Los Angeles.

At Swide we love fashionable people who are not afraid to try. Emily is adorable and very passionate about her work and projects; meeting and chatting with her was very inspiring: thank you Emily!

1/ First of all, why did you choose to write and style features about jewels and not about fashion?

EM: I do work sometimes on fashion shoots. I started my career as a Fashion Editor but 10 years ago I got the opportunity to be in charge of the fine jewellery department at L’Officiel de la Mode. It was a new world for me and a great challenge.

2/ In times of recession, surprisingly enough very luxurious items (fine jewellery included) grow in momentum; do you think that fashion has lost its lustre?

EM: In times of recession only super luxurious and timeless items remain.

3/ Diamonds are girls best friends according to Marilyn, what is to your opinion so special in a diamond? 

EM: Diamond is my favourite too. There is something special about it… It is the ultimate gift and a promise for eternity.

4/ You have been working for L’Officiel for some time now, what differentiates this monthly magazine from the other ones?

EM: L’Officiel de la Mode is an ever-evolving fashion and lifestyle guide. It conveys a true vision of what the luxury world is. With powerful fashion stories, a great selection of articles about trends, travelling and art; it is a magazine to buy and to keep.

5/ How do you prepare a feature? Are they some special contributors you tend to work with more than others?

EM: We start by discussing the main theme of the magazine with the Art Director and the Editor in Chief, then I suggest different jewellery stories that illustrate this particular theme. Once the “mood board” is finished we decide on the photographer, the models, the locations and so on.

6/ How would you define the relationship between the owner and his/her piece of jewellery?

EM: It is a true love story, especially if the jewel is a gift …

7/ What would you recommend to accessorise a Dolce & Gabbana dress, let’s take a lace black dress or the navy blue ensemble (vest plus skirt) from SS10?

EM: Some studded diamond earrings… So chic!

8/ What is a perfect instant of glamour?

EM: Breakfast at Tiffany’s!

9/ What is your keep-forever piece?

EM: A Hermes Birkin bag. 

10/ What is the coolest thing to get before heading to Ibiza, St Tropez or Monaco this summer?

EM: A silk kaftan from Jay Ahr.

11/ You created a line of cashmere staples, Leetha, with your friend Caroline Baltz Nielsen, why did you choose to design “basics” when dealing on a daily basis with special and often one-off gemstones? 

EM: I decided to create “basics” because I couldn’t find them on the market. Everything was too classic for me.

Swide's 5 Q/A


1/ Black or white diamond?

EM: Always white.

2/ Short or long for the necklace?

EM: Long with a casual outfit.

3/ Whisper or shout (jewellery with or without inscriptions)?

EM: Without! 

4/ Fine jewellery, for day or night?

EM: Day AND night.

5/ Lead or follow when adopting a special jewel?

EM: Lead!

Sources: Swide.com, www.leetha.fr, www.my-diamond.com

Text by Delphine Hervieu.