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.
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