Style Insider – Magali Ginsburg, Founder of Cercle Amédée

by Gloria Yu , May 25, 2018

Magali Ginsburg has had a long career in fashion buying working at different renowned fashion entities, including Lane Crawford, Printemps and the YOOX Group. Where does one channel all that experience? Into a well-loved jewellery brand apparently! Together with long time friend and collaborator Alexandre Lavaux (also an industry insider), they founded Cercle Amédée, a jewellery brand with heavy Art Deco influence and an emphasis on craftsmanship — resulting in heirloom pieces that are modern yet classic, to be passed on for generations to come.

Recently, we caught up with Magali to talk about her brand, her inspirations and her experiences in fashion. Read on to learn more!

How did you come up with the name of your jewellery brand Cercle Amédée?

The name was inspired by a personal inspiration French cubist painter and writer Amédée Ozenfant, who was a multidisciplinary artist from the Art Deco era. He was known for founding the Purist movement and his frequent collaborations with architect Le Corbusier, including a book La Peinture moderne they co-wrote together in 1925. Later in life, Ozenfant founded his own atelier l’Academie Ozenfant in a residence and studio designed by Le Corbusier, which is all about glamour, craftsmanship and the passing on of knowledge.

Tell us about your new collection.

I hope the collection will speak for itself! But it is a modern take on fashion jewellery with an Art Deco twist.

Tell us about your grandmother, who I understand is a muse of yours?

She was the most amazing women I know! She owned a jewellery shop and would travel constantly around the world researching and meeting the best designers from different parts of the globe.

What has been the best thing about working in fashion?

Meeting creative and inspiring people from all backgrounds and places.

What was the worst?

Constant jet lag!

You lived in New York, Hong Kong and Paris, which would you say was the most challenging? 

All have challenges, but I am sentimentally attached to all three — they are all special to me in their own ways!

Did you help discover or give a big helping hand to any emerging brands when you were a buyer?

I picked up Sacai, Toga and Haider Ackermann for Lane Crawford more than 10 years ago.

How is it like being on the other side of the retail chain?

This has been completely opposite to life before – no more red carpets nor parties! But I have become a more humble person relying on my close circle of friends in the business for advice.

What did you learn as a buyer that has been a god-sent for what you do now?

Strategy, working around the clock and product knowledge, which is key for what I do now!

Describe your style?

Classic with a twist…. and not very comfortable with talking about myself!

What is your wardrobe / style advice?

Know your body well the rest will come.

Who are your favourite brands / designers?

Alaïa forever, Sacai and Valentino.

Paris in 3 words…

Liberty. Equality. Fraternity.


If you could live anywhere else in the world, where would it be?

Good question… A place where all my friends and family would be reunited!

What is your end goal?

Live happily ever after.


Shop Magali’s Top Picks from HULA