The Secret Behind Denmark's Booming Jewellery Scene

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Clothes creates style, jewellery creates personality

Never leave home without your pearls

Gold get's better with age

Diamonds speak louder than words

Chocolate is good but jewellery is carb-free

Monday. Nothing some jewellery can't fix.

Only wear jewellery on days ending with "y"

Surround yourself with diamonds - not negativity

If I ever let my head down, it'll be to admire my ring

When in doubt, wear diamonds

You are like a diamond.. stunning, sparkling and damn hard to break.

Shine bright like a diamond

All you need is love. But a little jewellery never hurt anybody

Let's cover the world with glitter and pearls

Clothes without jewellery is like a toast without bread

On a bad day, there's always jewellery

I never worry about diets. The only carrots that interest me are the number of carats in a diamond

Jewellery is like ice cream. There's always room for more

Women don't care if it's paper or scissors. Rock always wins

Beauty is who you are.. Jewellery is simply icing on the cake.

Nothing says I Love You like jewellery

Be thankful for great times, good friends and jewellery

Tell a story with jewellery

It's ok to be a little obsessed with jewellery

Life isn't perfect, but our jewellery is

I have enough jewellery. - said no one ever

May your coffee be hot & your jewellery on point

Jewellery is a treasure that lasts from one generation to another

No one never hated a man enough to give him his diamonds back.

You can’t cry on a diamond’s shoulder, and diamonds won’t keep you warm at night, but they are sure fun when the sun shines.

I don’t exercise. If god had wanted me to bend over. He would have put diamonds on the floor.

Jewellery is like the perfect spice - it always complements what’s already there

You never really know a woman until you've seen her jewellery

Jewellery is a way of keeping memories alive

You musn't be afraid to sparkle a little brighter darling

I feel the same way about jewellery as I do about food. I want it all

A diamond is a chunk of coal that is made great under pressure

A woman needs ropes and ropes of pearls

Big girls need big Diamonds

Don’t ever let anyone ever dull your sparkle

Each day is a gem, different in kind, size, and color and yours to polish

Food. Water. Diamonds. You know, the essentials

If you don’t know jewellery, know the jeweler

No pressure, no diamonds

People will stare. Make it worth their while.

Rich and rare were the gems she wore, and a bright gold ring on her hand she bore

Wearing jewellery is a way to express the women you are without saying a word

When we long for life without difficulties, remind us that oaks grow strong in contrary winds and diamonds are made under pressure

The Secret Behind Denmark’s Booming Jewellery Scene

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  • Articles
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  • Interview
  • Jewellery News

The Secret Behind Denmark's Booming Jewellery Scene

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vogue-thejewelleryroom
This article was first published by Vogue UK and has been republished by The Jewellery Room.

 

As Copenhagen Fashion Week fast approaches, Vogue speaks to the founders of The Jewellery Room, the city’s jewellery talent touts, to find out how the scene has changed and what’s coming next.

In the last few years, Danish fashion has invaded Instagram feeds, conquered luxury retailers around the world and shaped many a high-street trend. Brands like GanniSaks Potts and Stine Goya have won over the fashion world with their combination of light wrap dresses, expertly-cut denim and colourful prints. Led by the international popularity of charm-maker Pandora and the unwavering appeal of storied brands like Georg Jensen and Ole Lynggaard, Danish jewellery too has joined the race.

Today, Copenhagen has become a prime spot for international buyers and trendsetting influencers looking for the latest jewellery trend. “Our whole mission was to create this noise,” explains Pernille Møbjerg Knudsen, co-founder of The Jewellery Room, which she and her sister, Charlotte Møbjerg Ansel-Henry, launched in 2013. Together, they set out to create a space dedicated to celebrating Danish and Scandinavian jewellery brands during Copenhagen Fashion Week.

Now in its 11th edition, The Jewellery Room has supported emerging talents – including Maria Black, Orit Elhanati and Pernille Lauridsen – by inviting them to showcase their collection for free and giving them six months of complementary access to The Jewellery Pressroom, an industry-dedicated online space where brands can share PR materials with media and buyers. Promoting new talent is only one half of the aim. Uniting brands of different scales under one roof, says Møbjerg Knudsen, has made it easier for buyers and editors to get an overview of the latest collections in one go. But more importantly, it has created a cohesive Danish jewellery scene. “We are creating a common ground for Danish designs, but they are also creating individual universes – the aesthetic of each designer is incredibly strong,” continues Møbjerg Knudsen.

 

DANISH JEWELLERY

According to Eva Kruse, chief executive and president of the Global Fashion Agenda, a leadership forum on fashion sustainability, the way The Jewellery Room is helping to shape the Danish jewellery scene is echoing the changes brought to Danish fashion by Copenhagen Fashion Week, which she co-founded in 2005. “We also came together as an industry and instead of acting as individual players we started acting as one body, formulating a vision, an ambition of how we wanted to be perceived,” she tells Vogue. “It’s very important for all industries to have these collaborative platforms in order to grow.”

Danish jewellery has also been boosted by a change in consumer behaviour, which is increasingly rewarding brands with strong storytelling and daring designs, characteristics that, according to Møbjerg Knudsen, were already part of the Danish jewellery tradition. Think of Ole Lynggard’s masterful designs, Georg Jensen’s history of artist collaborations or newcomer Nadia Shelbaya’s playful pearl and gold creations. For Patti Green, jewellery buyer at Matchesfashion.com, individuality is exactly what Matches clients want. “They love discovering more artisanal brands with a really high and unique level of craftsmanship, and are always looking for things with a point of difference,” she says.

Kruse believes that Danish jewellery, like Danish fashion, also possesses a “democratic” edge that resonates particularly well with consumers who increasingly aim for effortlessly cool style. “It’s dressy and yet relaxed – that’s the Copenhagen style.”

The way jewellery is worn and is purchased has also changed, shifting the focus from hyper-luxury and in-store service to an increasing direct-to-consumer approach via e-commerce and everyday luxury. “It’s OK to wear jewellery to work with jeans and a T-shirt; it’s not something you just wear at a big party anymore,” explains Møbjerg Knudsen.

 

Pernille-lauridsen-ThejewelleryRoom

In November, The Jewellery Room will be hosting its first event outside of Europe, bringing its showcase to Hong Kong, where the featured emerging brands will have the opportunity to meet the local community of high-end buyers and consumers. “It’s a jewellery scene that is very dominated by big brands, but luckily even there [consumers] now want more storytelling and more personality,” says Møbjerg Knudsen. With its eye-catching styles and a relatively accessible price point sustained by high craftsmanship and quality materials, Danish jewellery seems to have exactly what it takes to go global.

This article was first published by Vogue UK and has been republished by The Jewellery Room.

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