A unique approach
The brand story
Daniela Upmark has loved jewellery 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 jewellery destination.









