Every so often, leadership reveals itself not through scale or spectacle, but through consistency and quiet confidence. The “Best Women Entrepreneurs to Watch 2026” issue celebrates women who build with intention, leaders whose businesses are shaped not by noise, but by lived experience, emotional intelligence, and a deep respect for craft. These founders understand that lasting impact comes from authenticity, patience, and the courage to trust one’s own instincts. Their journeys are personal, often nonlinear, and rooted in values that extend far beyond commercial success.

Among them is Madeleine Jarl, Founder of ZELLI OF SWEDEN AB, whose path reflects a life guided by movement, curiosity, and quiet confidence. From competitive diving in Sweden to an international modeling career that took her across cultures and continents, Madeleine developed a refined appreciation of form, balance, and expression. Each chapter, from Paris to Japan, sharpened her appreciation for minimalism, emotional depth, and timeless beauty. Motherhood later brought clarity and emotional grounding, becoming a defining influence on her creative voice.

These experiences form the foundation of ZELLI OF SWEDEN AB, the parent company of ZAZA&LILI and MÄN—two jewelry brands rooted in minimalism, emotional resonance, and timeless design. Drawing inspiration from Scandinavian calm and French energy, the company designs pieces that honor individuality rather than trends, and reflect Madeleine’s belief that true luxury is thoughtful, human, and enduring.

CIO Bulletin had the privilege of interviewing Madeleine Jarl, Founder of ZELLI OF SWEDEN AB. She reflected on her formative years, entrepreneurial journey, and the obstacles she overcame with grit and clarity of purpose, standing today as a powerful voice among women entrepreneurs.

Founder Backstory

Madeleine Jarl has always lived by leaps—sometimes off a diving board, sometimes into the unknown. Growing up in Sweden as a competitive diver, she learned early to trust herself, commit fully, and embrace courage. Those lessons stayed with her, guiding her through modeling in Paris, building businesses, and ultimately creating a company rooted in heart, purpose, and timeless design.

At 19, Madeleine took her first big leap, moving from Sweden to Paris to pursue modeling. What began as a career on the runway quickly became an education in life itself. Traveling and working internationally, she absorbed culture, style, and people’s stories. “Every place, every person I met added to who I was becoming,” she recalls. This exposure shaped her aesthetic—combining the calm minimalism of Scandinavia with the energy and elegance of Paris.

Later, Madeleine founded a commercial agency in Paris, focusing on travel retail and inflight services. With no formal business education, she learned the hard way—handling finances, sourcing, marketing, and client relationships. Even as the agency grew, she felt something was missing. “I wanted to create something of my own,” she says.

Where Vision Met Motherhood

The birth of her twin daughters in 1999 marked the most profound transformation. Motherhood shifted Madeleine’s perspective, giving her clarity, purpose, and a new way of seeing beauty and meaning in life. Years later, in 2015, that vision became tangible with the creation of ZELLI OF SWEDEN, the parent company for her two jewelry brands: ZAZA&LILI and MÄN.

ZAZA&LILI, named after her daughters Kenza (Zaza) and Ellin (Lili), is a women’s jewelry brand rooted in emotion, timelessness, and personal expression. The brand has been recognized internationally, including as a finalist in the consumer-voted Travel Retail Awards in Cannes (2024) and Singapore (2025), and winning Best Jewellery Brand 2025 (LUX Global Excellence Awards).

In 2019, Madeleine launched MÄN, a minimalist men’s line offering bracelets, rings, and pendants crafted from leather, stone, silver, and steel. Designed to reflect understated confidence, MÄN has earned international recognition, including Best Men’s Bracelet Brand – Scandinavia (LUX Global Excellence Awards) and Men’s Accessory Brand of the Year 2025 (Corporate LiveWire). Despite this, Madeleine remains deeply involved in both brands, handling much of the creative and operational work herself.

“Both brands are small, hands-on operations,” she says with a smile. “I wear every hat. It keeps me connected—to the work and to the people who wear our jewelry.”

A Leadership Philosophy Rooted in Calm and Purpose

Running a small business comes with challenges. Just as MÄN was about to launch, the COVID-19 pandemic hit, and travel retail—a major part of ZAZA&LILI’s sales—nearly shut down. The timing was sudden and difficult, but Madeleine stayed grounded. “It was tough, but it forced me to focus on what really matters—connection, honesty, and trusting my instincts,” she says. She adapted, strengthened both brands’ online presence, and deepened relationships with customers and partners.

What sets Madeleine apart is her approach to leadership. She prefers calm, collaborative guidance over hierarchy. She encourages creativity, honesty, and freedom within her team, no matter how small. She leads by example, showing that hands-on work and strategic vision can coexist. “Strength doesn’t have to be loud,” she explains. “Sometimes it’s about showing up, doing the work, and trusting your intuition.”

Even outside work, Madeleine embraces challenges and balance. She returned to competitive diving later in life and won gold at the Masters World Championship in 2019. “It keeps me grounded,” she says. “Diving reminds me of the thrill of taking risks and trusting myself, no matter where I am in life.”

Her philosophy is simple: create with intention, lead with heart, and stay true to what feels right. She avoids chasing trends or external validation, focusing instead on emotional resonance and lasting value. For Madeleine, jewelry is more than decoration—it’s a way to carry stories, memories, and meaning.

Despite the demands of running a small company, Madeleine prioritizes presence over perfection. She is fully engaged with her daughters, with her work, and with her personal passions. Daily routines—a quiet cup of tea, a walk with her dog, or a moment of stillness before work—help her stay centered. “You don’t need to do everything at once,” she says. “It’s about showing up fully, one moment at a time.”

A Legacy Defined by Quiet Conviction

ZELLI OF SWEDEN, through its two brands, reflects this approach: small, intentional, and emotionally grounded. Madeleine hopes her brands inspire women and men to embrace personal expression, to slow down, and to choose what truly matters. She also dreams of bringing her pieces closer to people in stores that honor craftsmanship, storytelling, and connection.

Her journey is a reminder that leadership doesn’t have to be hierarchical or loud, and that success is not about size or numbers. It’s about integrity, creativity, and the courage to follow your own path. “Don’t wait until you feel ready,” she advises. “Start. Try. Learn by doing. Your intuition will guide you.”

From a child leaping off a diving board to a woman building a company with heart and purpose, Madeleine Jarl’s story is about trust, resilience, and quiet determination. Through her work, she shows that when creativity is guided by character, elegance becomes personal, and legacy becomes meaningful. Her daughters, her work, and the pieces she creates are all part of that story—proof that true success is living fully, with intention and love.

“When you dare to be yourself,” Madeleine says, “you create the space for others to do the same.”

“Don’t wait until you feel ready. Start. Try. Learn by doing. Your intuition will guide you.”

– Madeleine Jarl