Norø is a Danish jewellery brand, which challenges and refines the use of natural materials.
Their design philosophy is based on a symbiosis between precious metals and organic materials. Rooted in the timelessness and simplicity of Scandinavian design traditions, the jewellery is characterised by clean, crisp and contemporary lines.
Here, we go behind the brand to find out more…
When did you launch the brand and what was the reason behind it?
Norø was officially launched in May 2016. Building the brand and taking it to the point where I could even call it a business has been on its way for a few years. The process started back in 2013 when I was pregnant with my second child. I was suddenly in a privileged position where I was able to make new choices in relation to my future work-life. Creativity and design have always been my passion, and the first steps towards a jewellery company were taken at a moment when I personally longed for clean and minimalistic designs.
What’s your background?
I am actually a qualified midwife and worked as so for about 7 years before my family and I decided to move to Vietnam and start a new adventure. Here I rediscovered my design passion and had an opportunity to turn it into my full time work. Even though it seems like two very different worlds they are closely connected to me. They both require a creative mind, patience, focus and not least craft skills.
How many people are involved in the company and what are the roles?
Norø is still a one man business and I feel very privileged being able to shape my brand in every process; from the design until the piece of jewellery is in the hands of a happy customer.
If you could start over with the business, would you do anything differently?
No! Norø wouldn’t have been the company it is today without every step of the way. I have had to learn so many new things and I am still learning, but getting involved with every process of running a business makes the brand more authentic. There have been bumps along the way, but reflecting on them and dealing with them has also made Norø grow into the business it is today.
What is the hardest challenge you have faced since you started the company?
Finding the balance between starting up a business and spending all my time on that while still making my kids feel I have all the time in the world to just be with them.
Tell us one fact about you that people wouldn’t know.
I’m a perfectionist, and at times I can be very hard to work with (even to myself). But it’s very important for me to create something I can be proud of. I have to be able to look myself in the eye and say I did my best.
2018 is almost here, where do you plan on taking the brand?
At the moment I am working on a new collection and I am excited to add it to my two existing collections.
In general I try not to rush anything. It’s important for me to have time to make the right decisions and feel that I always deliver my best and pay attention to every detail. Without this Norø wouldn’t be my brand any more.
Right now I sell my jewellery via my online shop but I feel ready to approach shops and grow Norø even bigger.
To date, what has been the highlight since launching?
To be recognised and appreciated as a brand. My designs are reflecting me, my feelings and my style, and I am not trying to fit into a fast forward moving fashion industry. If I cannot feel my designs, I cannot create them. The fact that people choose to wear my designs is the best recognition I can get.
Which city do you feel most at home in, London, Paris or New York?
London. I just love the vibe and it instantly makes me feel at home.
Three beauty products you cannot leave the house without?Basically there is only two products I cannot live without and I always have a lip balm and a good hand cream in my bag.
Being yourself and letting your unique personality shine.
Best thing about London to you?
I love the diversity in the city. There is room for any style and there is a respect for the unique. I can spend hours sitting on a bench just checking people out.
Statement shoe or statement bag?
My personal style is not so much about statements, so I would have to say neither of them. I love tweaks but I would never turn up in a ’head turning’ style.
If you had to, what piece of clothing from your wardrobe would you wear everyday?
My jeans. They go with everything and you can style them up or down depending on your mood and the occasion.
Favourite love song?
Bruno Mars – When I was your man.
Best place for a coffee?
Somewhere they don’t write your name on the cup.
Most memorable piece of advice given for you?
Stop dreaming – Go for it!
I rewrite all my notes. Sometimes even several times.
If you could spend 24 hours in anywhere in the world, where would it be?
I always wanted to stay in an ice hotel surrounded by Northern Lights.
In future, how do you plan expanding the company?
I like doing things step by step and see where the journey takes me – Hopefully one day I will see people on the streets of London, New York and Paris wearing norø jewellery.
Find out more…