The Story Behind BILLION AVENUE

How Julie Deaulmerie and John Noseda built a jewelry brand for the woman who wears everything and waits for nothing.

There is a certain kind of woman Billion Avenue was made for. She is not saving her jewelry for someday. She is wearing it now, to the meeting, the school run, the dinner that turns into something more. She layers without asking permission. She mixes gold with silver and calls it intention.

Julie Deaulmerie knows her well. Because for a long time, she was her.

Growing up, Julie was drawn to fine jewelry the way most people are drawn to things just out of reach. The elegance of it. The way a single piece could shift how a woman carried herself through a room. But the price of permanence felt unreasonable, and everything affordable felt temporary. Disposable. Beneath the feeling she was after.

The question that followed her — why does jewelry have to be either expensive or disposable? — eventually became a brand.

In 2020, Julie and John Noseda founded Billion Avenue in Antwerp with a clear proposition: jewelry that looks and feels fine, without asking you to choose between beauty and reality. Every piece is designed in-house, with timeless silhouettes drawn from classic jewelry and rethought for modern wear. High-quality gold and rhodium platings. Carefully selected zirconia stones. Settings built to catch the light consistently, not just on the day you buy them.

John, co-founder and Julie's partner in both business and life, anchors the other side of the equation. Where Julie leads with instinct and aesthetic, John brings structure. Marketing Strategies. Long-term thinking. The quiet insistence that a brand built on trust has to earn it at every touchpoint, in the packaging, the quality, the piece that looks the same on day three hundred as it did on day one.

Together, they built something the market was missing: accessible luxury with no asterisk.

Five years on, Billion Avenue is available in more than 170 selling points across over 10 countries. A reach built not on noise, but on a product that speaks for itself, in boutiques and concept stores from Antwerp to beyond.

Billion Avenue is not about excess. It is not about trends, or rules, or waiting for the right occasion. It is about the confidence of a woman who has stopped saving things for later and decided that now is exactly the right time.