We recently connected with Emilie Poulin and have shared our conversation below.
Emilie, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?
I chose the name *llayers* for my company because I’ve always loved the word itself—it feels versatile and full of possibilities.
It also reflects all the creative things I love to do, like making jewelry, working with ceramics, designing clothes, and playing music to name a few. Each of these passions is a layer of who I am, and *llayers* represents the way they all come together to form something unique and inspiring.
I decided to add an extra “l” to the word layers to make the name more graphical, reinforcing the idea of multiple elements coming together.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I began my career as a fashion designer in Paris after high school working with several fashion houses. In 2013, I moved to New York and spent several years working as a fashion designer for Calvin Klein. Over time, I felt the need to reconnect with something more hands-on and craft-oriented, which led me to explore ceramics and jewelry. I took a few jewelry workshops in Brooklyn and quickly fell in love with the process, inspiring me to launch my brand the following year. Today, I design unisex minimalist jewelry and also offer stones and objects connected to the energetic field, blending creativity with meaning.
I’m proud of what *llayers* has become, especially knowing that I’m the only one behind every aspect of the brand. From creating the website to managing social media, I handle everything myself. Every piece is made by hand and mostly made to order, which helps reduce overproduction and keeps the process sustainable. One of the challenges, though, is balancing the handmade nature of the work with delivering products quickly, as I can’t produce on the same scale as larger brands.
I truly value the connection I have with my customers, especially when selling in person at events. I enjoy answering their questions, advising them on materials and sizing, and sharing the story behind each piece. For me, it’s important to maintain a human aspect in everything I do, ensuring that each interaction feels personal and meaningful.
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
I personally manufacture my jewelry, a craft I honed through silversmithing and lost wax casting classes, as well as countless hours of self-teaching and experimentation. Since the beginning, I’ve worked with a trusted casting company in New York, recommended by my jewelry teachers, and a plating company also based in New York, suggested by one of my suppliers. Both companies have been invaluable, offering advice on what works, what doesn’t, and how to improve my designs
We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.
I sell my brand primarily through my own website using Shopify, which is where I generate most of my sales.
I found my website more personal, where i can customize my homepage, menus, change what i want to promote etc.
I also tried Etsy in the past but haven’t focused on it much yet, I thought that could help me for more visibility at the beginning but it never really worked for me so I focused on my site instead and I m trying to learn and use SEO more efficiently.
Contact Info:
- Website: https://www.llayersnyc.com
- Instagram: @llayersjewelry
- Facebook: https://www.facebook.com/llayersjewelry
Image Credits
The first portrait picture of me should be credited as : Photo by Tomoko Yasuda