Unsere Gründer

Before The Room

We didn't arrive at this by accident. Before we ever started a company together, we had both already spent years inside the jewellery industry, just from different sides of it.

Charlotte worked with Jewellery Brand Arena Copenhagen, and became a familiar face as a jewellery expert on national television and in magazines, discussing trends, craftsmanship, and the stories behind the pieces. Pernille worked as Global PR & Communications Manager at Ole Lynggaard, learning how one of Denmark's own legacy houses builds trust with the world.

Between the two of us, we understood both sides of this industry long before we tried to build something of our own: how it's made, and how it's told.

Why We Started

We did not set out to build a company. We set out to solve a problem we kept running into ourselves: jewellery designers, brilliant ones, had nowhere that truly understood them. At traditional trade fairs, jewellery was placed next to shoes and hats, treated as an afterthought rather than the personal, emotional category it actually is. We knew it deserved better, so in 2013, we started building it ourselves.

Our first steps were not a website. They were events, held in venues we loved, Nikolaj Kunsthal, The Royal Danish Playhouse, Somerset House ( London) filled with a carefully chosen handful of designers, good food, and people who actually cared about what they were looking at. We were deliberate from day one about who we invited. That instinct, choosing carefully, has never changed, even as everything else about the business has.

The events grew into something bigger than we expected. The Jewellery Room was Featured in Vogue magazines all over the world, in Business of Fashion and Financial Times.
Her Royal Highness Crown Princess Mary opened one of our Copenhagen events and spent hours with our designers.
The Jewellery Room was invited to London Fashion Week, hosting at Somerset House, and worked alongside WGSN on trend talks and live broadcasts. It was proof, if we ever needed it, that jewellery deserved its own stage. 

But events, however magical, always end. We wanted something that would stay, something people could return to, and something that could bring the designers more consistent value.

“Every day our network and social media followers asked the same question: Where can I buy this? 

We didn't have one answer to all their questions, but kept pointing people toward different stores and shops instead. Eventually, we asked ourselves why not create a place where all these exceptional designers could be found. A place one can trust, where jewellery connoisseurs could find their own unique piece.

By then, we had become known in the industry. Designers trusted us. We cared about their work, their dreams, and understood the challenges most of them faced, one, more than any other, kept coming up.

That was the clue. It told us exactly what to build next. We wanted to help designers who create genuinely beautiful, handcrafted jewellery, and give them the visibility they deserved. We decided that would be our goal: to create a space where designers feel safe, and where people can find well-made, individual jewellery they won't find anywhere else.

Those two questions, ours and theirs, became TheJewelleryRoom.com. We launched with around twenty designers we already believed in, with one mission: to build the most trusted jewellery destination for independent design and hand-picked legacy houses.

Along the way, we got wiser, and our sense of what we actually stood for became clearer. We’ve said no to many designers, because we knew exactly what we wanted to build: handcraft, talent, and individuality. But it was never only about craft. It was also about a point of view, an aesthetic, a style.

Today, The Jewellery Room represents close to a hundred carefully selected designers from around the world, and we recently opened our first Copenhagen showroom.