The Swedish sisters Madeleine and Wiveca decided to start a new chapter in their professional lives in the spring of 2010. Madeleine had been working in the fashion industry with buying and management in London and Dubai, and Wiveca had been working for a private bank in Stockholm. The sisters had a dream to start their own business and work with something more creative and adventurous.
Madeleine and Wiveca have always been interested in jewellery and thought that there were not many affordable yet elegant and classic brands available on the market and therefore decided to create a collection that was easy to wear, timeless yet modern and reasonably priced.
A renowned boutique in Stockholm picked up their first collection and it sold out in a flash. Only a year later the collection was available across Sweden and as well in London, Helsinki and Dubai.