In an industry that has long been characterised by a throwaway mentality and easily replaceable goods with a short shelf life, TREEM wants to make a difference – for the individual as well as for society as a whole. The jewellery epitomise this worthy aspiration – in production, story and design.

First things first: TREEM stands for the True and Elegant Movement. True, to underline the importance of being true to yourself. Elegant, because this brand emphasises the significance of being elegant from the inside and out. The last word is key: the company is envisioned as being just that – a movement. Here at House of Coco we stumbled across this brand and loved their ethos so much that we had to find out more. We spent some time with the founder and Carl-David. Here’s what he had to say…

You want your customers to feel strength when wearing your designs, how do you achieve this?

Carl-David: Our story is the foundation of course, we want to reach out with a design that is the perfect mix of elegance (looking beautiful) but also pieces of rawness (looking interesting). But there is more to the design than “how you look”, but rather what you feel when wearing our jewellery. In many of our pieces we have a message, only for the wearer to know, and when we speak about elegance we speak in an even greater extent about elegance from within, and the raw part about “breaking free”, about doing what you actually think is the right thing even though it might mean having to step out of your comfort zone, but in the long run it means that you will feel better, because you know other people will feel better, and the earth as well…

Looking back since launching the brand, is there anything you would do differently?

Carl-David: Launching TREEM is a dream come true since it is all about doing good – about disrupting an industry that is in a large extent being dirty, unethical and far from sustainable. If we can reach out with a design that is based on quality, authenticity, pride in handcrafting and at the same time strengthen people into becoming a better version of themselves – there is nothing I would do differently. I look forward, upward no matter the hindrance… even though those are quite many when you start-up a brand.

What is your mission?

TREEM exists to create relevant design leading to True Elegance – on the inside and outside. (On the same time: to change an industry filled with “machine made mainstream jewellery made in a low wage country where no one cares about the individual person, or about the acid let out the backdoor water stream).

In five years time, where do you hope to see the brand?

Carl-David: Being True to itself. Having helped individuals staying true to themselves.

Talk us through an average day in your life…

Carl-David: I wake up 6 am, dress in the clothing that I generally prepare the evening before, colourful pants, shirt and jacket would be a typical day, together with a suitable bangle bracelet – matching the adventures of the day. I eat a breakfast that consists of fruit, porridge, nuts and soygurt. I try to spend at least 30-45 minutes every morning to reflect where as little disturbance as possible comes in, no mobile phone or computer during that time. In the office everything ranges from new design ideas, to negotiations, to coaching, to switching a light bulb.

What quote do you like to read when you are lacking motivation…

Carl-David: I am a big fan of Winston Churchill and almost every word that man has said inspires, if his greatest days had not been during war times, I think the world would have been a better place today. If I am to choose it would be: “Success is not final, failure is not fatal: it is the courage to continue that counts.”

Our readers love to travel, what destination is at the top of your Bucketlist?

Carl-David: I have previously travelled quite extensively, have seen beautiful nature, and also seen how mankind can treat this world in a way that is not that nice, to express myself mildly. But, my meetings with people from different background, have also inspired me to create TREEM. There is a lot of power inside people – to do things for the greater good. On my bucket list is to continue meeting these people, and hopefully see that the world continues to be beatiful, and regain what has previously been damaged. I do not see why we should do long haul flights though, just to end up lying on a beach catching sun and not exploring what we have travelled far for – this is just causing more Co2 emission – something that the world doesnt need. But I must also say; people will not stop travelling, and in my opinion shouldnt stop travelling BUT I think every person can travel more wisely, and we – the customers of the airplan makers, and the travel companies, have to demand a change – lighter airplanes, less fuel consuming, lighter packed, smarter engines, and that the parts mined for the electricity for instance, isnt mined in an non ethical and sustainable way. The question is very “simple” but requires an answer larger than the question.

For anyone thinking about launching a jewellery brand, what advice would you give?

Carl-David: Well, firstly I of course hope that it is done out of real passion – both for the design, the art, and a genuine idea. Secondly, be well prepared financially and in terms of working-hard-spirit. Establishing a brand could be the most fun journey you have ever done in your life, but also at the same time the most painful. The best advice will be a tailormade one, out of the meeting with that individual and out of the story I will be told. It is my hope that I can be there for people to give my thoughts, that hopefully can help that individual to great deeds.

What’s the best piece of advice anyone has ever given you?

Carl-David: I have been fortunate enough to meet and talk to fantastic people, people that have told me intelligent, inspiring and caring advices – I hope I still though have the best advice ahead of me, meaning I still have a fantastic meeting and conversation ahead of me. A moment to look forward to.

Find out more about this brand, we can guarantee you’ll be hearing about them soon…, FB: TREEM, ins


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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