I'M Jewel: Designing jewellery they actually want to wear

I'M Jewel is a fine jewellery brand founded by sisters Ivona Bruun Wiwel and Martina Gordon, two former fashion models whose careers took them from New York to Paris, working with leading fashion houses and publications for years.
Unable to find the jewellery they actually wanted to wear — something with both simplicity of design and a genuine celebration of nature — they built it themselves. The brand operates across the distance that separates them: Ivona in Copenhagen, Martina in New York, connecting daily in a creative collaboration that is the foundation of everything I'M Jewel makes.

I'M Jewel I'M Jewel

I'M Jewel works in recycled gold, handcrafted by skilled goldsmiths in Prague and Copenhagen. Inspiration arrives not from trend cycles but from the natural world immediately around them — a grass straw spotted in a courtyard that becomes a gold choker, a rock found on a beach walk that becomes one of the collection's most loved pieces. The aesthetic is organic and considered, driven by a genuine and unhurried approach to making. Martina's personal favourites are the Fringe Earrings — delicate, sensual, and feminine — and the Branch Necklace, a timeless design for any occasion. Ivona rarely removes her Band Ring, and describes the Rock Necklace as representing the vision and soul of their creativity.

Ivona and Martina spent years at the heart of the global fashion industry before arriving at a shared conclusion: the jewellery they wanted to wear every day did not exist. French and Italian jewellery came closest — intricate, considered, with a depth that fast fashion accessories could never match — but nothing quite combined the simplicity and the celebration of nature they were looking for. I'M Jewel was founded to fill that gap. New designs arrive only when the sisters feel genuinely compelled by what they have created — no fixed schedule, no seasonal pressure. The process moves from chance encounter to sketch to finished piece, worked through daily conversation across two continents and two very different creative perspectives.

Our passion for gold lies in its transformation into beautiful creations that celebrate the beauty of nature

Ivona Bruun WiwelCo-Founder & Designer

Ivona, the woman behind I'M Jewel, is someone we know from the Copenhagen scene — we had always kept an eye on her jewellery, light, organic, understated. Gold is the focus here, not diamonds: gold worked into shapes that are just a little unexpected. When we finally decided to work together, the timing was perfect, and we're genuinely glad to have her universe among our designers.

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I'M Jewel prioritises recycled gold throughout, sourced from registered trades that prioritise mindful mining to minimise environmental and social impact. The brand's commitment to timeless design is itself a sustainability position — pieces conceived to last for generations rather than be replaced, handmade with lasting emotional value at their core.