One great way to paint a villain is to illustrate the way he or she treats those around him. A sure-fire villainy indicator is the good ol' "less than human" approach.
Jolorn's attitude is not subtle. He straight up calls Kiellen a "tool." If you're the kind of person who believes that people need to be "honed," "shaped," "worked," or "used" - preferably by you - chances are you don't always have their best interests at heart.