Alicia Djouab
Founder, GROUPE DEMONT INC.
Since January 2021, I’ve been shaping a house of transmission built to outlast time and reveal each era to itself.
GROUPE DEMONT wasn’t born from a market opportunity, but from a human necessity; the need to give form to what we feel, to what we go through, and to what we hope to pass on.
As a founder, jewelry designer, editor and curator, I connect what others keep apart; discipline and emotion, the tangible and the invisible, thought and matter.
A Human Architecture
I didn’t choose this path, it revealed itself to me.
After studying medicine in France, then biochemistry and molecular medicine in Montréal, I realized that what I truly wanted to heal wasn’t the body but the feeling of forgetting.
Forgetting who we are. What we’ve lived. What we’re meant to transmit.
So I changed my tools.
What I do today is just as therapeutic through unexpected mediums: jewelry, publishing, and human connection.
Three Pillars, One Breath
Groupe DEMONT stands on three self-sufficient yet interdependent entities, each a bridge between worlds that rarely meet.
- With DE MONT, I design fine jewelry inspired by true stories.
Fragments of intention, forged in gold or silver, embodying what words can’t always express.
Symbols made to anchor, to honor, to endure. - With Les Éditions du Graal, I publish high emotional density narratives.
Not to inform but to document what matters.
To turn lived experience into language.
Each text gives shape to a silence, a memory made visible. - With Le Club Intellectuel, I create a space for breathing in a noisy world.
A place where thinking remains a right, nuance a luxury, and sincerity a strength.
It gathers plural intelligences (rational, emotional, creative, existential, etc)
around questions that deserve to be asked.
An Economy of Meaning
I believe we can do better than succeed.
We can build an aligned economy, an economy of meaning.
One where value is measured by resonance, not noise.
I believe a maison can be profitable and healing.
That it can generate revenue and meaning.
That it can offer luxury and inner legitimacy.
That’s what I work on every day.
Not by chasing the market’s rhythm,
but by giving form to essence where every detail carries intention.
Everything is a matter of anchoring.
Montreal, QC.
DEMONT = De Montréal (from Montreal)
But what I’m building goes beyond geography, because emotions have no borders.
GROUPE DEMONT was born here because this city embodies a rare balance between clarity and warmth, complexity and softness.
Montréal is where one learns to think in multiple languages, to feel in nuances and to choose depth over image.
It’s where my vision took form but what I create belongs to everyone.
I’m building a space for the sensitive, lucid, and ambitious and for those who know that true luxury is alignment.
Mental Health & Emotional Legacy
My academic path in health sciences taught me rigor, discipline, attention to detail, resilience and a tremendous amount of knowledge about how our bodies work. But life revealed another way to contribute.
Through symbolic care, emotional impact, and inner resonance.
I believe the future of luxury is psychological.
What we wear, read, and share can either numb us or awaken us.
So yes, the three pillars of GROUPE DEMONT impact mental health:
- A DE MONT jewel is an emotional anchor.
- Publishing offers catharsis, recognition, and the quiet relief of reading/writing what was never said.
- The Club provides emotional regulation, human connection, and collective reflection, a counter-space for invisible loneliness.
My approach isn’t clinical. But it reaches where words sometimes fail.
I believe luxury can, and must, be a therapeutic resource.
Not an escape, but an interface between the individual and the world.
I build places where each person can recognize themselves, at their own pace.
What I create isn’t meant to be consumed. It’s meant to be inhabited.
And if you’ve found your way here, perhaps something in you is searching too for a place to rest what you feel.
In a jewel. In a story. In a conversation.
Cheers !