Scan Magazine | Special Theme | Christmas Gifts from Sweden – Our Top Picks
Photo: Jens Hilner
Swedish design, Italian craft In a fast-changing world of over-consumption, CU Jewellery wants to minimise our impact on the environment. The Sweden-based brand designs beautiful jewellery from recycled silver, which is later skilfully crafted in Italy. By Malin Norman
CU Jewellery is the brainchild of Camilla Westergren, her partner Björn Broman and her former colleague Ulrika Hellmark. “We wanted to work with something a bit more long-lasting, such as silver and gemstones, instead of fast, commercial products,” Westergren explains about the idea for the brand. Four years ago, CU Jewellery presented its first collection and it became an instant success. CU Jewellery launches new designs twice per year − small batches which include additions to existing collections, again taking nature and sustainability into account. “There is a fine balance between pro60 | Issue 118 | November 2018
duction and sales,” admits Westergren. Since 2015, CU Jewellery has been working with recycled silver in order to reduce the impact on the environment. The small manufacturer in Italy, also a family business, guarantees that at least 70 per cent of its material consists of recycled silver. This is an example of how craftsmanship and tradition go hand in hand with modern ideas of sustainable design. “At CU Jewellery, we have a circular focus,” continues Westergren. “Our message is to protect the environment, and it has been our aim to make the consumer think a bit more carefully about their consumption.” As of this autumn,
CU Jewellery buys silver from consumers and retailers as a way of raising awareness about recycling as well as sourcing materials for new designs. “Many people don’t know that they can actually recycle silver. You can hand in any old piece of silver jewellery to us, regardless of brand. And when you buy our new jewellery, that piece will have a story as it consists of material that has been used before.”
Designs inspired by nature Nature is obviously central to the brand, and also a source of inspiration in the actual design process. Westergren lives outside Gävle, and her designs have a sleek Scandinavian expression with plenty of references to nature. “We don’t understand how lucky we are in Sweden. Here, I have nature around the corner and bring elements such as pine trees and lingonberry leaves into my designs.”