Who’s Alalela

Who’s Alalela

“Always remember where you come from and be proud of your roots as that is part of your identity.”

By embracing my belief in the power of nature and environmentally friendly practices, I set out to create fragrances that captured the essence of my African heritage. Alalela became a symbol of my resilience, creativity, and profound connection to the land that nurtured me.


ceo / Founder

Orange blossom - Fleur d'oranger


How It All Began

The story of Julie and the founding of the brand Alalela is both inspiring and deeply inspirational. The challenging circumstances of the Covid-19 pandemic and the subsequent confinement in 2020 compelled Julie to reflect on the fundamental importance of feeling safe, comfortable and soothed within the confines of one’s own home.

As Julie endured a prolonged period without the ability to travel, being separated from her loved ones, and being deprived of outside activities, a remarkable transformation took place. It was during this time that Alalela was not just born, but reborn, bearing the same name as its founder.

Confined in Switzerland, Julie longed for the familiar embrace of her family home in Congo, where the fragrant aroma of orange blossom trees filled the air. It was beneath the branches of a modest tree, adorned with vibrant orange blossoms that delicately scented the garden’s pathways, that the essence of Alalela was conceived.

Julie’s unwavering commitment to eco-living and sustainable lifestyles served as the driving force behind her vision for Alalela. Through this sustainable slow perfumery project, she dedicated herself to her deeply-held convictions while paying homage to her father and the rich cultural heritage of Zaire, her ancestral roots.

As the brand flourished, Alalela became more than just a personal endeavor. It evolved into a beacon of inspiration for African women, reminding them of their inherent strength and the limitless potential within them. Julie’s journey with Alalela showcased the transformative power of following one’s dreams, even in the face of adversity.

Where Timeless Luxury Scents Embrace & Honor Family Legacy.

With every success, Julie sought to empower other African women, providing them with a platform to showcase their talents, celebrate their culture, and redefine their own paths to success. Alalela became a testament to the resilience and creativity of African women, inspiring a new generation to pursue their passions fearlessly and embrace their unique journeys.

Through Alalela, Julie not only transformed her own life but also touched the lives of countless others. Her story serves as a powerful reminder that from the most challenging circumstances can emerge a beacon of hope and inspiration, capable of igniting change and empowering individuals to embrace their dreams with unwavering determination.

The legacy of Alalela stands as a testament to Julie’s unwavering belief in the power of her African heritage and her commitment to sustainable living. It is a reminder to all that even during the most difficult times, it is within our power to create something beautiful, impactful, and truly inspiring.


Behind the Brand



Business Consultant & Marketing Strategist Expert

In addition to her fashion and marketing expertise, Alalela, also known as Julie, has won several awards. As a result of her commitment to fashion sustainability, she has given several workshops and has been invited as a guest speaker at several conferences and events related to fashion sustainability.

Among Julie’s accomplishments are being named best Creative Fashion Consultant in Spain, being Swiss Fashion Sustainable Business winner, and participating in several sustainable fashion events.

CNBC Africa has recognized Julie’s work.

She is Alalela!

Ethical Socialite awarded for her commitment to fashion sustainability.