fbpx
by Maëlle Viaouët
March 25, 2019

Leslie A. founder of Timeless @timeless.pearly, a jewelry brand which puts the spotlight on pearls and gemstones

Leslie.A, Timeless'founder

Leslie Abihssira doesn’t need anything. Give her pearls, and beauty will reveal itself. A composite beauty, which doesn’t sound like much, thereby sounds like everything. Chic, playful, dancing. With Leslie, any creative process sounds like child’s play. Give birth to a timeless yet fashionable brand? Easy. Making prototypes is as natural to her as breathing. Her secret: listening to herself and not falling for the short-lived. Leslie merges into what she produces. Between her and Timeless, there are only pearls. Let’s meet with a woman born into fashion.

“Timelessclearly is conceived in my image. It’s my identity. I like everything that isn’t well-matched. Everything that doesn’t go together, I put it together. It’s their touch of originality – my touch of originality.”

Buy our Timeless selection on this link

Also have a look on Leslie’s selection in our Style Report section by clicking on this link

Available on our Shop
Available on our Shop
Available on our Shop

the interview

TOWNHOUSE (LÉA)

What's you first fashion memory?

LESLIE A.

(laughs) I must admit that I was born into fashion. When I was very young, I began customizing my own clothes in a homemade, handmade way. I used to cut my jeans to make handbags out of them. From nothing, I would create what seemed to me a real beauty! As such, I lived in prêt-à-porter and accessories fashion. Jewelry came later.

TOWNHOUSE (LÉA)

You are today the founder of Timeless, a jewelry brand that uses pearls and gemstones. What’s been your professional path?

LESLIE A.

I am Morocco-born-and-raised. I studied in an international fashion school there. After I graduated, I moved to Paris ten years ago and I began working in the prêt-à-porter sector, as a buyer. I would spend my days hunting for items and as a seller in a shop.

And then, Timeless found a place in my life: a brand that I created, that fits with me, that fits with my tastes. To be honest, I like a well-worn jewel, a jewel that possesses an oldish, vintage character to itself, a jewel befitting a grandma. In a way, I get inspired by the timeless.

As for brand creation, it actually went very quickly, almost from one day to the next. I bought pearls and I assembled them into a necklace. It immediately got success with my relatives, which prompted me to go on. I thus began looking for new pearls, light metals, « charms » that would get interlinked with each of the jewels. I progressively imagined a first design, then a second one, and eventually a whole collection, which I exhibited on Instagram.

I began about one year ago only, with a couple of items, and I immediately sent a message to Leandra Medine (Man Repeller), whom I’m very fond of. I was certain that she could boost me at the beginning. Also, I was convinced that she would be seduced by the designs.

She loved it and was at once very encouraging, and she pushed me, she prompted me to trust myself. Which, in turn, motivated me. Today, we have more than 10,000 followers on Instagram.

TOWNHOUSE (LÉA)

How did the Leslie Abihssira style arise? Is it the Timeless style?

LESLIE A.

Timeless clearly is conceived in my image. It’s my identity. I like everything that isn’t well-matched. Everything that doesn’t go together, I put it together. It’s their touch of originality – my touch of originality. This is just as much genuine: I don’t strive to make pleasing items. I stay true to myself, no matter the trend.

TOWNHOUSE (LÉA)

Could you please help us to understand how it goes from conception to distribution?

LESLIE A.

It’s very straightforward: I realize a prototype which I then send to a handmade-dedicated factory. Afterwards, I sell my products in lots of stores and online shops, such as MatchesFashion or Townhouse Work/Shop! But I also use Instagram: plenty of online shops reached out to me to plan potential collaborations.

TOWNHOUSE (LÉA)

What's your typical daily schedule?

LESLIE A.

There are days when inspiration just doesn’t come. I need to lounge, to let go, to air my mind, to go shopping, not to create anything. When inspiration is lagging behind, one needs to rest: I believe it’s the only antidote. And then there are days when I wake up with one focus in mind: creating designs, again and again.

From time to time, I may conceive about seventy designs for the simple reason that inspiration strikes. And I mean to point out: inspiration stems from everything branded on my memory – it’s a sort of mix! The sure thing is that I don’t require pictures or paintings. Once the pearls are aligned in front of me, creation can begin.

TOWNHOUSE (LÉA)

Which brand or creator do you tend to praise and recommend?

LESLIE A.

A jewelry brand I am very fond of, called DEZSOBYSB. I’m quite attracted to their process: they produce their own molds and shells. It has nothing to do with my own style, but it feels very natural.

TOWNHOUSE (LÉA)

Is there a quotation or a keyword to describe you?

LESLIE A.

Not really, because I don’t speak when I design. I am entirely focused. I care about one thing only: what I produce. Nothing else can claim my attention. When I work, I don’t talk, I listen to music. It’s a bit my trade secret!

TOWNHOUSE (LÉA)

What does your workspace look like?

LESLIE A.

It’s nothing short of a mess! To me, the jewel itself is a mess, so at the end of the day my workspace reflects what I create. Concretely, you can find on my desk all of my work tools, including an infinite range of colors. Every color but black, though: I hate that color. I am biased in favour of golden material (tempered 14-carat-gold). I sometimes vary and do mix&match.

TOWNHOUSE (LÉA)

What's the Timeless piece that you never take off?

LESLIE A.

A bracelet which evokes childhood, because it’s made of composite material. A tortoise and hearts are linked to the wristband, but the item remains chic, perhaps in part thanks to its clasp. You’ve got it: childhood goes very well with chic.

TOWNHOUSE (LÉA)

What does the future hold for Timeless? Do you have something in the works?

LESLIE A.

Timeless isn’t a brand that bows to fashion. Whatever the year of the collection, the jewels keep being modern and fitting with society. Timeless is timeless. Designs ebb and flow, without having to conform to the demands of novelty. The future consists in the present as well as in the past.

If you must know, Timeless will soon launch its first collaboration with the Mizel handbag brand. I inserted shells onto their handbag hooks.

TOWNHOUSE (LÉA)

Would you have some advice to share with people who are looking to launch their own brand?

LESLIE A.

In creative endeavors, listening to oneself is essential. So listen to yourself. And above all, don’t be a copycat. I can’t stand counterfeiting or what betrays a lack of know-how. With Timeless, the act of creation, invention, is deeply personal. It looks like me. The brand is me. And I only listen to my inspiration!