Blue Billie: A Rebellious Alter Ego

Blue Billie began as a character before it was a brand. Daniela Upmark created her in Stockholm in 2015 as the kind of woman who runs on energy and has a larger-than-life attitude towards everyone she meets. Today the brand makes hoops, rings, necklaces, and earrings that range from understated everyday pieces to bold statement designs. It has been worn by Poppy Delevingne, Julia Restoin Roitfeld, Alicia Vikander, Blanca Miró, and Pernille Teisbaek, among others.

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The opening edit

We have a long relationship with Daniela, and have always loved her vision for jewelry as a daily uniform - modern and considered in recycled metals - and we have strongly believed in it from the start.

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Blue Billie works in recycled sterling silver and gold vermeil, a thicker, higher-quality finish than standard gold plating. The look is edgy and exclusive. Daniela builds each collection around a jewelry wardrobe with two sides. The core pieces are hoops made to stay in day and night and rings you reach for season after season. The statement side holds bold chain necklaces, giant pearl earrings, and sharper rings. Her own favourites are the giant pearl earrings, the egg ring, the medium swirl hoops, and the diamond star sign necklace. New designs arrive roughly every six weeks.

Daniela Upmark has loved jewelry since she was young, and Blue Billie came out of a long, unsuccessful search. She wanted a piece that would make someone stand out in a crowd and still tell the story of a life, and she couldn’t find it. So she gave her search a face: Billie, a rebellious alter ego with a taste for contrast. That sensibility has shaped the brand’s more unexpected moments, including a limited-edition collection and a campaign in which the model ate cheese doodles on camera. Daniela calls herself a restless, creative soul, and her ambition for the brand is to become a global jewelry destination.

I find jewelry to be the most personal object a person can wear and that every piece should have a deeper meaning or personal aspect to it.

Daniela UpmarkFounder & Designer

Blue Billie has been part of The Jewellery Room since the early days, and our relationship with Daniela Upmark is one we genuinely value. What has always drawn us to the brand is the clarity of her vision -

jewelry that works as a uniform, worn through real life rather than saved for special occasions. The recycled metals, the considered production, the pieces that feel like they have always been part of your wardrobe. Blue Billie does exactly what it sets out to do, and it has done so consistently since 2015.

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Blue Billie makes its jewelry in recycled sterling silver and gold vermeil. Silver from products that don’t sell is melted down and used to make new pieces instead of buying new silver. Production is shared between three producers in Turkey, Germany, and Sweden. The largest part of the collection comes from a boutique producer in Turkey with over 40 years of craft expertise. The brand has built long relationships with all three.