TheLilaLobster: Jewellery Crafted With Care And Heart: The Jewellery Issue 2025
Welcome to The Jewellery Issue 2025 cover and feature story and interview starring jewellery brand, TheLilaLobster.
TheLilaLobster as founded by Kim Lili Schouten is the jewellery brand that is much much more than just a line of jewellery. This is the jewellery brand crafting pieces that are each lovingly handmade with artisan skill as emboldened by care and creativity. A jewellery brand where each piece crafted be that charm or necklace etc is a unique special piece of art lovingly made with heart. Skilled traditional jewellery craftsmanship meet quality materials birthing one of the most magical handmade jewellery brand’s ever.
This brand is so special that when we recently discovered it we knew it had to star as cover of our jewellery issue this year! The brand’s strength is it’s ability to craft pieces that are far more than objects to decorate oneself with. These are pieces that embody joy, hold meaning, connect hearts and foster love.
The brand seeks to encourage connection, memories, emotions, sharing and communication. These are pieces that not only stand out uniquely so with the perfect amount of edge but these are the rings, charms, necklaces, bracelets and other made with love seeking to imbue love, the emotive & connection, relational ties and heritage. The kind of pieces that are not only timely in the now but the type of jewellery that boasts pieces that will be passed on as heirloom gifts that will never go out of style. TheLilaLobster does that mix of trendy edge meets timeless charm like none other.
We crown TheLilaLobster as Story Magazine’s favourite jewellery brand discovery of 2025 and are honoured to have the brand star on our Jewellery Issue 2025 cover.
Added: Join us for our feature interview with TheLilaLobster founder Kim Lili Schouten. Her answers will make you realise this is a very special jewellery brand, one truly made with love. Read on for all the reasons why TheLilaLobster is incredibly special…
1. At Story Magazine we tell the stories within fashion, beauty, culture, lifestyle and travel. We adore TheLilaLobster and would like to start by asking what your story is and how it led to this brand.
Thank you, and thank you so much for this opportunity to tell the story. I’m so excited to share with
you. It all started with a deep love for objects that hold meaning, little things that spark memory,
energy, or bold emotion. I’ve always believed jewelry should be more than just pretty. It should say
something. Jewelry, to me, isn’t just decoration. It’s a bridge between souls. It’s a memory cast in
silver, tied with love, passed from one hand to another. It’s a reminder that the most precious things in
life don’t glitter, they glow from within. A necklace can hold a wish. A ring, a promise. A charm, a
chapter of who you are. Jewelry, to me, is not just about shiny objects. It is about love. Connection.
Comfort. Memories. It is about sharing and communication. It is about meaning and feelings. The piece you cherish most might not be made of gold and diamonds. It could be made of wood and still carry more value than anything else. I believe in pieces that are passed on. From mother to daughter. From Grandma to Granddaughter. From Sister to Brother. A big part of the soul behind this brand comes from my late Mom. Growing up, we used to gift each other little pendants, charms, or rings whenever one of us needed a bit of extra strength. They were like tiny promises. Quiet reminders that we had each other’s back. That ritual of giving meaning through jewelry shaped how I design today. I firmly believe that people won’t remember what you said to them, but they will remember how you made them feel. Feelings are stronger than words. They live forever. And they get passed on in gestures, in actions, and in the jewelry we choose to wear. TheLilaLobster was born from all of this. Wearable stories that celebrate individuality, magic, and edge. Every piece is like a modern talisman. Playful. Nostalgic. Slightly rebellious. I wanted to create a brand that encourages people to express who they are without needing permission. It’s not just jewelry. It’s a little power. A little wink. A little ‘this is me.’
Photo: TheLilaLobster
2. Why TheLilaLobster name wise? What inspired the name?
The “Lila” in the name The Lila Lobster means lilac in Dutch (my native language) and to me, it represents softness, transformation, and creativity. It is delicate but vibrant. Lobsters are a symbol of
deep connection and longevity. They are also armored on the outside and soft on the inside, which I love as a metaphor for strength and sensitivity coexisting. You can be both. It also reminds me of working with silver clay. When you shape it, it is soft and bendable, fragile even. But once the binders are burned away, what is left is real silver. Solid. Strong. It is a process of becoming. Just like life.
Photo: TheLilaLobster
3. Who are you designing for? Is there a specific customer?
I design for the dreamers, the feelers, the rule breakers. The ones who like their jewelry to say something. Who don’t follow trends but follow feelings. Who collect moments, symbols, and stories and want to wear them close.
There’s no strict “target customer” for The Lila Lobster. It’s more about energy than age. I design for
people who feel deeply, who dare to be different, and who see jewelry as more than just decoration. They love pieces that are meaningful but playful, not too serious, and not too traditional. They also love to style it their own way. I just saw someone use one of my bag charms as a car jewel, hanging from the rearview mirror, and I thought, yes, that’s it. That’s the energy. It’s not about rules. It’s about creating your own mix. Your own story.
And honestly, I kinda dislike the word “customer.” Most of the people who wear The Lila Lobster feel more like friends. I often have the privilege to get to know them, to connect with them. They share their stories. Their favorites. Their reasons. That connection means everything to me. Whether you’re 16 or 66, if you love bold softness, quiet rebellion, and jewelry with a wink, you’re my kind of person.
Photo: TheLilaLobster
4. You are crafting magic straight from the heart. How important is the handcrafted jewellery process to you and what is it about the handcrafted that appeals to you?
Thank you so much for that compliment. Yes, it really is coming straight from my heart. Right now, creating by hand is everything to me. It is how I translate what I feel into something real. I have explored different ways of designing, and I am always open to more. I am never done exploring. But there is a certain kind of magic that happens when you shape something from nothing with your own hands. No shortcuts. Just time, energy, and emotion poured into a piece. Every mark, every tiny imperfection, every curve holds intention. And somehow, that energy stays in the piece. You can feel it when you wear it. It is warm. It is human. It tells a story before you even add your own. What I love most is that no two pieces are ever exactly the same. Just like people. Just like feelings.
Photo: TheLilaLobster
5. Each piece you make has the perfect mix of the innately unique meets irresistible charm. Is this intentional for you? Is this what you are intentionally seeking to create?
Thank you so much for the compliment, and thank you so much for noticing. That truly means a lot. Yes, completely. It is all very intentional. I am not here to make ‘perfect’ jewelry. I am here to make jewelry that feels like something. Each piece starts with a spark. A story. A symbol. A certain kind of energy. I always try to balance that feeling of uniqueness with something that draws you in. A little charm. A little wink. Something you cannot quite explain but you want to hold on to.
I do not want my jewelry to feel polished in a cold way. I want it to feel alive. Like it already carries a story, and is just waiting for yours to be added to it. Imperfect but powerful. Soft but strong. A little bit of magic. So yes. That mix of uniqueness and charm is not just the result. It is the goal. Every time.
Photo: TheLilaLobster
6. In your opinion what makes a good piece of jewellery?
A good piece of jewelry makes you feel something. That is the most important thing. It does not have to be expensive. It does not always have to be made out of gold and diamonds. It does not have to be perfect. It just has to mean something to you. Maybe it reminds you of someone. Maybe it gives you strength. Maybe it just makes you feel more you. Or just simply makes you smile. That is what makes it good, to me. Not the material or the trend, but the emotion it holds. To me, a good piece of jewelry feels like a little secret. A little spark. It lives close to your skin, and even closer to your story.
Photo: TheLilaLobster
7. Have you always loved jewellery? What was the first piece jewellery that you knew was special?
Yes, I have always loved jewelry. Even as a child, I was drawn to the smallest things. I would spend hours looking at my mom’s rings, charms, and necklaces. And my grandmothers’ too. Both of them had such unique collections.
My Mom’s Mom had all these tiny gold bracelets. With every milestone, my grandfather gave her a new one and she wore them stacked, like a golden memory lane around her wrist. At a certain age, my grandfather gave both me and my cousin the same tiny golden bracelets. It felt like a rite of passage. Like we had joined the tradition.
My Dad’s Mom had a very special collection of pearls and gemstones. There was something so magical about how they sparkled, but also how carefully she cared for them. I used to go to gemstone fairs with my grandparents. I still remember the colors, the shimmer, the excitement of discovering little treasures.
The first piece of jewelry I remember knowing was truly special was a tiny silver ring my mother gave me. I must have been around five years old. It had a turquoise stone. I remember turning it between my fingers over and over, holding it like it carried something important. Even back then, I could feel that it meant more than just something pretty. It felt like love. Like protection. Like a secret.
Photo: TheLilaLobster
8. What celebrities would you like to see in TheLilaLobster?
There’s definitely a bucket list. So many people I’d love to see in The Lila Lobster one day. There are
many. But at this moment, if I have to choose two, it is Rita Ora and Tyler the Creator (Tyler Okonma). Rita because I love her style and boldness. She is playful, expressive, and never afraid to go big. And Tyler because I am so inspired by how he builds his own universe through music, fashion, and design. He is confident, creative, completely free, and I just love his style. That said, I never have the goal to be a celebrity custom jewelry designer or anything like that. It is not about chasing names. It is about connection. If someone wears my piece and feels something real, that means everything to me.
Photo: TheLilaLobster
9. What are some of your favourite TheLilaLobster pieces you have crafted thus far?
That’s such a hard question, because every piece holds a different feeling or memory. But the GEMBUBBLE is definitely one of my favorites. There’s just something about the way it flows with everything. The simplicity of the design. The way each bubble is slightly different. It works with every style, casual, dressed up, layered, or worn alone. I didn’t overthink it when I made the first ones. They just happened. And they got so much love right away. It was instant. People connected with them without me having to explain a thing. They were actually also the first custom orders I ever made, and it all started from there. The name came from one of my followers. Her name is Erin Mabee, she’s a writer, and I had asked in my stories what I should call them. She came up with GEMBUBBLE, and I instantly loved it. It was so perfect. And this is also what I truly love so much about starting a jewelry brand on Instagram, the connection with everyone in this community. It is all about them. Without them, there is no ‘The Lila Lobster’. It truly is all by, because, and for this community. I always try to create pieces that give people that butterfly feeling. Like when you see something and instantly know you love it. That little spark. That love-at-first-sight kind of magic. The GEMBUBBLE carries that energy for me.
Photo: TheLilaLobster
10. How do you want to see your designs worn?
All the things I make are made to mix. To stack. To be styled exactly how you feel it needs to be styled. That is what I love most. To see people make it their own. I really love the unexpected. Someone once hung a bag charm over their car’s rearview mirror and I thought yes, that is it. That is what I want. Or a GEMBUBBLE clipped onto a bag, it just worked. That is ‘the’ magic for me. When the piece becomes you, and not the other way around. I care so much about how it makes people feel when they wear it. What kind of memory it stirs. What kind of feeling it gives. I once had this conversation with the sweetest lady about the Tamagotchi inspired charms. She told me it reminded her of a toy she had in the eighties called Sweet Secrets. That moment of nostalgia. It hit her instantly. That is the kind of connection I hope for. Jewelry that stirs something. That feels like a little time capsule made just for you.
Photo: TheLilaLobster
11. What and who inspires your designs?
What inspires me the most is love. I have so much love to give. Creating is my way of sharing it. Life
does not always give you that love back, you know. But through this jewelry, I have found a way to give and receive in the most beautiful way. My late Mother inspires me every single day. She is everywhere in what I do. In the way I create, the way I care, the way I want people to feel something when they wear one of my pieces. She was the perfect example of being strong on the outside and soft on the inside. Just like the lobster. That quiet strength. That protective shell. But such a big, loving heart underneath. But in general, people. People inspire me. The people around me. The people I love. The people I have never met but somehow feel deeply connected to. The conversations. The stories they tell me. The memories they share. The way someone wears something, and suddenly it means more than I ever imagined. I have had the most unexpected connections through jewelry. People who found me at just the right time. People I was clearly meant to meet. I don’t believe in coincidences. Every meeting carries a meaning. Sometimes we are just too caught up in life to see it. But when you close your eyes, open your heart, and trust that there is a bigger plan, you will be led to it. That is what inspires me. Love. People. Connection. And the magic in between.
Photo: TheLilaLobster
12. What are the key TheLilaLobster pieces that are perfect for our Summer 2025 wardrobes? If we had to pick 3.
First, the GEMBUBBLE XL Bagcharm. I am just obsessed with it. It is big, bold, and impossible to ignore. I just have this feeling you are going to see these everywhere. It is the kind of piece that evokes real emotion. Some people instantly love it, some instantly hate it, and honestly, I love that. I read somewhere, ‘if you do not have haters, you are not doing anything interesting’. That stuck with me.
Second, the floating gemstone rings. These will be online mid July. I love them because they just look like tiny gemstones floating between your fingers. You know that feeling when the sand glitters on your body at the beach, catching the light of the sun? That shimmer. That sparkle. It is like that. Soft. Mesmerizing. Like little glitters that move with you.
And then, the chunky baby earcuffs. Also coming mid July. These are those sexy summer nights. It is still warm outside. You are glowing, sun kissed and freshly showered. Undone in the best way. The night feels full of possibility. And then there is that moment. You laugh. You listen. And your fingers go up. You start playing with the earcuff. Lightly. Without thinking. It is flirty. Natural. The earcuff lives right where the heat is. The ear. The neck. That soft skin where someone leans in close. Maybe kiss you there. Gently. Slowly. That kind of kiss that makes your whole body feel it. I think it is one of the sexiest pieces of jewelry there is. You do not wear it. You feel it.
Photo: TheLilaLobster
13. What can we expect next from TheLilaLobster?
Expect the unexpected. I never really plan too far ahead. The magic happens in the moment. Through a feeling, a memory, or something someone tells me. I like it that way. My plans are big. Maybe even delusional, but I go where the wind drives me. But one thing I know for sure, none of this exists without the community around it. The people who support me. Who share their stories. Who wear the pieces and turn them into something even more special. They are part of the process. Part of the magic. It is not just about making jewelry. It is about building something that connects us. The Lila Lobster is not just mine. It is everyone’s. It grows because of the people who believe in it. Who feel something when they see it. Who pass that feeling on. So whatever comes next, it will come from love. From instinct. And always, from this community. Straight from the heart. Always.
14. Finally describe TheLilaLobster in one sentence
TheLilaLobster is not just jewelry, it’s you.
Photo: TheLilaLobster
Final Thoughts
TheLilaLobster is certainly much more than jewellery. We are astounded by its heart and the heart that it fosters. The ability to be at once emotive and edgy is no mean feat. Kim has something special with this brand and we know it will continue to have its finger on the pulse staying relevant in the now whilst being the perfect heirloom pieces to pass on encouraging connection, joy and wonder. The brand is our favourite jewellery discovery of 2025 and know that you too will fall in love with Kim’s TheLilaLobster.
Bask in wonder at TheLilaLobster, the brand crafted with care and worn with love here.