Do it yourself What do you do when you realise that the perfect necklace you have been looking for all this time, does not actually exist yet? Well, you simply have to start your own jewellery company and begin producing it yourself – right? Realising that there was a gap in the market that needed to be filled, this is exactly how Sofie Axelsson entered the wonderful world of jewellery making, some 13 years ago. By Pia Petersson | Photos: Astrid & Agnes / AROCK
“The thing is, I’ve always had a keen interest in jewellery, as it’s such an easy way to add something special to an outfit. However, I realised that jewellery with that extra oomph – at a reasonable price – was hard to find,” Axelsson begins. And so the brand Astrid & Agnes was born in Varberg, a town on the scenic west cost of Sweden. Initially, Axelsson ran the company together with companion Janina Lindström, but as of this year, she runs it on her own, together with an amazing team. At the 68 | Issue 130 | November 2019
and add a range for men to the growing jewellery business, and so the AROCK range was established. “Scandinavian, masculine and classy jewellery for men, which has grown into one of the leading jewellery brands for men in the Nordic countries,” Axelsson adds. Particularly
time of the foundation of the company, Axelsson was working as a hairdresser. This meant she had a vast network within the hairdressing business all over Sweden, which proved useful, as it became her door to the market. “My background as a hairdresser has been very valuable, as it’s given me a lot of experience when it comes to creative thinking,” says Axelsson.
Solid as a rock After a few successful years, Axelsson thought that the time was right to expand
Sofie Axelsson.