Scan Magazine | Design Profile | By CRY
On-trend in Oslo Before husband and wife Carina and Roar Ytre-Eide launched the brand By CRY in November 2014, jewellery making had only been Carina’s hobby. Her only previous experience of selling her designs was during maternity leave, when she had time to produce enough to sell at the local Christmas market. By Andrea Bærland | Photos: Christine Eide
When the couple decided to turn Carina’s hobby into a business venture, Roar took charge of the business side of things, while she focused on designs.
creativity even further with more advanced designs, as she did not have to take into consideration whether or not she was able to make them by hand.
One reason why the Ytre-Eides dared to take a leap of faith and scale up the production was Carina’s popularity on Instagram. With a following of 18,000 on her interior inspiration account, they already had a superb marketing channel available.
Inspirational surroundings
Scaling up and moving to machine production meant that she could take her 10 | Issue 85 | February 2016
“I have always been really fascinated by the cross-section of diamonds, which is why A Shape of a Diamond became our first collection,” Carina Ytre-Eide says. By CRY’s first collection, and the philosophy of the right to everyday fabulousness, resonated well with Oslo’s style influencers, and By CRY became an instant success.
“It went much faster than expected, and I am really proud of what we have managed to accomplish, with 15 stores stocking our products despite the fact that we are still keeping down our day jobs,” the designer smiles. The smash-hit debut collection was soon followed by the Starry Sky collection, boasting the constellations of every star sign. Clear, starry nights have always had a moving effect on Ytre-Eide, and she explains that she draws a great deal of inspiration from her surroundings in general, and nature in particular. Towards the end of 2016 yet another collection will be launched, inspired by Norwegian nature.
On-trend symbolism “Our ambition is that By CRY will be on-trend, high quality and meaningful,”