Alexandre Piché founded Deux Lions Golf with the goal of combining his passion for golf with high-end craftsmanship to create something truly unique. What began as a high-end jewelry brand handcrafted in Montréal soon branched out into a specialized golf collection, designed to bring elegance and precision to every round. For Alexandre, it’s all about mastering the small details—whether that’s fixing a ball mark on the green or perfecting a piece of jewelry—because those little actions add up and make all the difference in the game and in life.
Tell us about the Deux Lions story and how the golf line came about.
My sister Charlotte founded Deux Lions in 2014. Her vision was to create handcrafted luxury jewelry using precious metals and stones, all made in Montréal. I joined her in 2017, and we launched the men’s collection. Since then, I’ve taken the lead on production and operations.
As a business owner, I’m always looking for ways to evolve by expanding our offer and seizing new creative opportunities. At the same time, as a brand owner, I want Deux Lions to stand out and exist in its own world with a unique identity. That’s how the idea of a golf collection took shape.
Golf has always been a passion of mine, but it’s also an untapped space for luxury accessories. When I looked at what was available, I realized that no high-end jewelry brand had ventured into the territory aside from a Tiffany divot repair tool from the ‘80s I stumbled upon on eBay. That got me thinking: was there really no demand or had no one thought to bring fine craftsmanship to golf accessories?
So I decided to go all in and find out! I designed the golf collection I had always envisioned—one that merges my love of the sport with the craftsmanship and attention to detail that define Deux Lions.
If fixing a ball mark on the green were a metaphor for your life, how would it go?
Fixing a ball mark on the green is more than just course etiquette. It’s about rhythm and respect. Respect for the course and the other players but also rhythm for yourself and your game. Golf is all about precision and discipline. Success comes from mastering the small details: keeping your eye on the ball, taking the smart play back to the fairway instead of forcing a risky shot through the trees, raking the sand after a bunker shot or moving that one leaf in the way of a right-to-left putt. Every little action adds up.
Repairing a divot is no different. Maintaining the green is important, but it’s also about cultivating good habits and staying in sync with your game. Because when you walk off the 18th hole and realize you’ve finally broken 80 (or 90 or 100) for the second time this summer, it won’t be because of one perfect shot. It’ll be because you did all the little things right along the way.
If I had to compare fixing a ball mark to my every day, I’d liken it to polishing metal. Over time, every piece of jewelry picks up scratches and dents, just like a green gets marked from countless rounds. But with the right care and attention, anything can be restored. I often have clients bring in pieces they’ve worn for years hoping to give them a second life, and they’re always amazed at how a professional polish can make their piece look brand new.
What’s the piece you’ve worked on that holds a special place in your heart?
If I exclude the secret work I did on my sister’s engagement ring from her now-husband and my brother’s engagement ring for his now-fiancée, it’s definitely the golf collection. Don’t get me wrong, I love all the men’s jewelry I’ve designed over the years and I hope to keep creating many more pieces, but there’s something special about merging my craft and one of my greatest passions.
No matter what my career was, whether I was a dentist, a teacher or an architect, I’d still be playing golf. It would always be a part of my life. So the fact I get to design, sell and promote luxury golf accessories as a business owner and jewelry designer while collaborating with some of the most beautiful golf courses around the world feels truly special.
What are you currently overspending on?
I’d say I’ve just spent too much on a new set of irons, even though the plan is to keep them for the next 10 years. I also tend to splurge on trips and vacations whenever I can. As an entrepreneur, it’s easy to get lost in work, so when I have the chance to disconnect, escape and recharge, I take it.
Beyond that, I’m constantly investing in new designs and collections for Deux Lions. It’s exciting, but it definitely adds up. And of course, just the cost of everyday life in Canada is high—especially food and groceries.
Your collab with Fvckrender brings both your worlds together. What’s your favorite part of the process?
I love doing custom work. Don’t get me wrong, I enjoy managing the production of our classic Deux Lions designs, but as a creative, nothing compares to the thrill of designing something for the first time. That’s why I’m especially excited about our recent launch into wedding jewelry, where we give people the opportunity to co-design the ring of their dreams. These types of projects are meaningful, not just for the client but for me as well, because each one is unique and creatively challenging.
With Fvckrender, the fun part was merging our two aesthetics. At first glance, his style might feel more futuristic than ours, but he still incorporates a lot of natural elements like rocks, mountains and precious stones. There’s something very Deux Lions about that combination of raw, organic textures elevated with a luxurious feel. I knew our worlds would blend well together, but the real challenge was designing a piece we could be proud of while also making sure it functioned as a well-thought-out tool on the golf course.
Everything had to be carefully considered: the size, the weight and even how the upper links feel in your hand. We had to test and refine every aspect to ensure we weren’t sacrificing functionality for aesthetics. In the end, that balance between design and practicality is what makes collaborations like this so rewarding.
If you could walk the course for a day in someone else’s shoes, whose would you choose?
The obvious choice would be someone like Tiger Woods, Phil Mickelson or even Scottie Scheffler, but honestly, I think I’d pick Michael Jordan. What fascinates me about him isn’t just his love of golf but the fact that he didn’t grow up playing or watching the sport. Yet he’s managed to achieve an impressive average handicap of 2.
I’d love to see the course through his eyes and understand how his competitive nature and the skills he mastered in basketball translate to golf. He’s one of the greatest athletes of all time, but on a golf course, raw physical ability can only take you so far. The mental game, discipline and strategic thinking are just as important if not more.
Watching how he navigates a round, reads the greens and mentally approaches each shot would be incredible. And in a way, I can relate. Like Mike, I didn’t grow up on a golf course either. So, like him, I have to embrace the humbling nature of the game. I’d love to see what I could learn from experiencing golf through his perspective.
What’s the most recent thing you saw that left a deep impression on you?
At the beginning of this year, my girlfriend and I took a trip to her homeland, the island of Mauritius. Most people don’t know where it is and often assume it’s somewhere in the Caribbean. But funny enough, it’s not. It’s a small island in the Indian Ocean, just off the coast of Madagascar.
Mauritius is home to some of the most breathtaking landscapes in the world, not to mention some of the warmest and most welcoming people I’ve ever met. While I was there, I had the chance to play on some of the most stunning island golf courses, and it really made me reflect on how lucky I am to have found this sport. Golf isn’t just a game you can play well into your 70s and 80s—it’s a sport that takes you to incredible places, allowing you to travel, explore and experience some of the most beautiful landscapes in the world.
What does golf mean to you?
Golf represents so many things to me, and some of them even feel contradictory. It’s about fun times with friends and moments alone with your thoughts. It’s exciting conversations and meditative silences. It’s about competitiveness, skill, precision and consistency, and also the reminder not to take myself too seriously. Golf is both focus and tranquility, facing uphill battles and knowing when not to mess up a good thing. It’s adventure and escape.
For me, golf truly represents freedom. Especially once you can break 100 consistently. Before that, it can feel a little too frustrating to call it freedom, but once you find that rhythm, it’s beautiful.
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