Ylva Solbakken

BA (Hons) Fashion Management & Marketing / BA/BSc Fashion Business & Management

Theme

My passion for the planet is multifaceted. I am from Norway, meaning I grew up with four distinct seasons, mountains, fjords, and the woods. I also love biology and learnt a lot about biodiversity and the importance of interconnectedness between species.

For my Final Major Project, I knew I wanted to focus on sustainability and ethics. After working as an intern for a fine jewellery brand last year, I also decided that I wanted to focus on jewellery. Initially, it was hard to find information about sustainable jewellery brands compared to the fashion industry, as sustainable fashion has gained more attention. I also remembered the movie ‘Blood Diamond’ which highlights some of the issues the jewellery industry face.

After diving deep into the jewellery market, key players, and consumer research, I found a gap in the market for a fine jewellery brand that sells unbranded, pre-owned jewellery and offers services, like repairs, engraving, resizing and redesign.

I created Sjel Studio as a response to the growing demand for sustainable brands that care about the planet. The brand is a ‘responsible choice for the conscious client’ in the jewellery market. The values are Responsibility, High Quality, Transparency and Giving Back.

Creating a strong, visual aesthetic was important to differentiate from competitors and establish a relationship with clients. I was inspired by the beauty found in nature, as this is what I want to preserve and work towards with the proposed brand. I collaborated with Anna Skorcikova on two photoshoots and was lent some imagery from Ginnie-Line Darcq to communicate our vision and values. These photos were used for branding and to create an integrated marketing strategy.

You can find me on LinkedIn and Instagram.

https://www.linkedin.com/in/ylva-solbakken-0597a5195/

https://www.instagram.com/ylvasb/

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Ylva Solbakken | Business & Management 1
Ylva Solbakken | Business & Management 4
Creative Direction: Ylva Solbakken Photographer: Anna Skorcikova
Ylva Solbakken | Business & Management 3
Creative Direction: Ylva Solbakken Photographer: Anna Skorcikova
Ylva Solbakken | Business & Management 2
Creative Direction: Ylva Solbakken Photographer: Anna Skorcikova