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Scan Magazine | Design Profile | Pilgrim
today distributes its jewellery in 50 countries. The design’s essential authenticity, spontaneity and desire to seek new ways are at the root of the brand’s success, and in the last couple of years these three characteristics have led to a new aesthetic expression. “Particularly noteworthy is that our new designs reflect a lot of Nordic inspiration and poetry, and that’s something that comes straight from our heart. It is important for us to highlight our values and origin through our brand DNA,” explains Head of PR and Marketing Katrine Seiffert Tiemroth, adding: “Our journey towards a simpler expression and more Scandinavian design has clearly helped Pilgrim position itself on the international fashion scene in a way that is important to us.” Pilgrim’s homage to its roots is evident in collections redolent of minimalism and Nordic poetry. However, you will still find the brand’s earlier signature in the new collections. More than just accessories Pilgrim’s new Scandinavian design DNA emerges through a light and easily ac-
cessible design in line with the trends of the catwalk. Crafted in materials such as wood, crystals, stones and metals, the designs do, true to Pilgrim’s profile, deliver the highest possible value for money. “Today jewellery is much more than just accessories. Jewellery is used to express our individual style and identity, especially for those aged 18 to 34, who constitute the majority of our customers. Creating a bit of a spectacle and attention is what it is all about; whether you go for a rock-chic jeans and t-shirt look or ladylike pencil skirt ensemble, it is the jewellery that will make you stand out from the crowd and highlight who you are,” stresses Tiemroth. Ever since its beginning, Pilgrim has been known to do just that, and for three decades the brand’s bohemian, ethnically inspired, high quality jewellery has made it many a girl’s best friend. Making people feel good The story of Pilgrim’s success began in 1983, when the two Danish friends Annemette Markvad and Thomas Adamsen transformed their unique empathy and innovative energy into jewellery design,
which they sold at music festivals. “Thomas and I started Pilgrim very much from the heart. We have always had two key aims: to create beautiful jewellery that makes you feel beautiful, and to create a workplace where everyone enjoys coming to work and where words like ‘respect’, ‘responsibility’ and ‘trust’ are cherished concepts put into practice,” says Markvad, who – besides being the founder and owner of the brand – is head of design, designing the company’s collections together with jewellery designers Birte Markvad and Charlotte Tess Dam. Then as now, Pilgrim jewellery was truly of the moment, and presented a design that reflected its creators’ deeply embedded values of spontaneity, intimacy and authenticity. Tiemroth says: “The ideology behind Pilgrim’s design has always been the same. It has always been a desire to create jewellery that made its wearers and the world around them more beautiful – and that made the person who wore them feel good. Pilgrim is a company that cares about its customers, employees, suppliers and the rest of the world. It is our belief that operating from the heart, and with social responsibility, is an important part of running a business.” The company’s values are also reflected in Pilgrim’s choice of collaboration partners, guided by a Code of Conduct, the aim of which is to ensure that suppliers all over the world comply with Pilgrim’s principles. Another result of Pilgrim’s dedication to improving the world is its commitment to charity work. Among other projects, Pilgrim has an on-going collaboration with MSF/Doctors Without Borders, and in 2007 the Pilgrim Foundation was formed to help children and youths in developing countries.
“We have always had two key aims: to create beautiful jewellery that makes you feel beautiful, and to create a workplace where everyone enjoys coming to work,” says Annemette Markvad, co-founder of Pilgrim.
“Today jewellery is much more than just accessories. Jewellery is used to express our individual style and identity,” says Head of PR and Marketing for Pilgrim, Katrine Seiffert Tiemroth.
For more information, please visit: www.pilgrim.dk
Issue 70 | November 2014 | 15