“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.
Alalela
ceo / Founder
OUR STORY
How It All Began
The Alalela Story: A Legacy of Ancestry, Craftsmanship, and Empowerment
The story of ALALELA and its founder, Julie, is one of resilience, inspiration, and deep cultural heritage. In the midst of the Covid-19 pandemic and the isolation of 2020, Julie embarked on a personal journey that rekindled her connection to home. Separated from her loved ones and unable to travel, she found solace in the memory of her family garden in Congo and her home in Spain, where the scent of orange blossoms and hibiscus filled the air and offered comfort. This memory became the foundation for ALALELA—a space where nature, wellness, and timeless luxury coexist.
ALALELA was born from a desire to bottle the essence of home, creating a sanctuary within one’s own space. Julie envisioned ALALELA as an expression of comfort and well-being, a tribute to the beauty of slow, intentional living. As the brand grew, Julie’s mission expanded beyond personal connection. She sought to create a legacy of empowerment, particularly for African women, and to honor the ancestral craftsmanship of Grasse perfumery.
ALALELA is not just a brand; it is a tribute to Julie’s father and a homage to her Congolese heritage. The name “ALALELA” itself is deeply personal—Julie chose it to honor her father, whose wisdom, strength, and support shaped her journey. This legacy is at the heart of every fragrance we create, blending the rich cultural traditions of Africa with the artisanal expertise of Grasse perfumery.
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.
WHO IS ALALELA?
Behind the Brand
Business Consultant & Marketing Strategist Expert
Julie, the visionary behind Alalela, is a renowned business consultant and digital marketing strategist with a strong focus on sustainability in fashion and design. With years of experience in the industry, Julie has made significant contributions to both fashion sustainability and digital marketing strategy.
Julie’s dedication to sustainable fashion has earned her multiple accolades, including being named the Best Creative Fashion Consultant in Spain, as well as winning the Swiss Fashion Sustainable Business Award. Her expertise in this space has led to invitations as a guest speaker at numerous conferences and workshops dedicated to sustainable fashion and eco-conscious design.
Recognized by leading publications such as CNBC Africa, Marie-Claire, and Vogue, Julie continues to shape the conversation around the future of fashion, sustainability, and ethical entrepreneurship. Through her work with Alalela, Julie brings together her passion for eco-luxury, digital innovation, and social impact, creating a brand that honors both heritage and sustainability.
