Animated by a limitelss passion for jewelry, MAD LORDS co- founders are surrounded by twenty collaborators, artists and passionated. All come from the world of fashion and luxury, some experienced, others chosen to be the pioneers of a world of jewellery in perpetual evolution. Together, they are building an uncomparable universe around three pillars: Aesthetic, built around a universe of perpetually evolving creators, artistic and a spiritual dimension. For more wealth and openness, some unusual personalities are now integrated. In this respect, Yarol Poupaud, a rock virtuoso, a leading musician in Johnny's band, now plays the role of music director.

Jewellery curators as a museum curator could be, MAD LORDS chose to give a special status to some outstanding creators: Jacquie Aiche. Shamballa Jewels, Maor Cohen, Maria Tash, Foundrae or Tobias Wistisen . Each is the apostle of a form of fundamental creativity, a mix between lux, spirituality and art . Alongside these leaders, many exclusive creators have been validated by Mad lords: Japaness designers such as Gunda or "Rusthy Tought", Korean designers known to be "avant gardists" in many areas, some exclusive and rare Australian creators inspired by nature and its power. To complete these creative expressions, Mad Lords has developped his own jewellery lines: "Mad precious" in black gold and diamonds inspired by tribal luxury or "Lion", silver and yellow gold jewellery derived from antiquity.

The hidden flagship from "Rue St. Honoré" is now completed by a second store, next door. The first is a sort of Aladdin's cavern of modern times. The second could be seen as a "curiosity cabinet"

MAD LORDS is recognized as an atypical house of jewelry, fiercly breaking the codes of the well established brands certainly indispensable but heirs of a too much consensual lux.