Designing fine jewellery with Annette Welander

Synonymous with sharp Scandinavian design, modern technology and Swedish craftsmanship, Annette Welander’s jewels evoke the principles of architecture, while abstracted interpretations of technology add a modern balance to their fine jewellery collections.

Here we chat with its founder, Annette Welander, about the story of her namesake fine jewellery brand.

Can you tell us what has led you to starting Annette Welander?

I was born in Gothenburg in Sweden, I went to university to study Art History and Visual studies at the University of Gothenburg, then switched to IHM Business School (The Institute for Higher Marketing studies). I went on to study at Berghs School of Communication in Stockholm, ranked as the third top Creative Schools in the world. After graduating I worked in communication, branding and design for several different companies in Sweden where I learnt vital skills I still use today. I also continued to indulge my interests in painting, sculpture and photography.

I first discovered the world of fine jewellery when I met a fine jeweller from Canada who had worked at Maison Birks & Sons and he had started his own Atélier.

That was my introduction to this world of these fine pieces. He introduced me to this exquisite handcraft and taught me the skills and “know how” of the industry. Encouraged by him I had this growing idea that I wanted to create these fine pieces and make something unique by bringing my own Scandinavian heritage in the designs and I continued learning the skills and handcraft of fine jewellery.

As a natural step, I created my design house in 2018 with focus on precious pieces of fine jewellery with sustainable thinking in every aspect.

What is different about Annette Welander?

The brand is synonymous with sharp Scandinavian design, modern technology and we are a passionate champion of Swedish craftsmanship. The house’s unique designs take their influences and unique handwriting from architecture. The jewellery is crafted exclusively in sustainably sourced precious metals and gems ensuring our customers have complete transparency on both the rarity and the Swedish provenance of the designs.

We use 18K yellow, white and rose gold for our designs and the signature of the house is the use of the highly sought after precious metal, 18K Swedish red gold, a treasure-like alloy that is only found in Sweden. Our dedication to producing rare and meticulously crafted fine jewels, but also the way in which we honour the brand’s unique Swedish heritage and our commitment to sustainability.

 Also each piece, according to the house signature, has a hidden diamond.

Tell us more about your mission.

We are a Swedish brand and Sweden is one of, if not the most sustainable countries in the world. Sweden has set ambitious sustainability targets to meet by 2045. It is a very important part of our own DNA as we want to show our customers that we too take responsibility for our handcraft and for coming generations by setting up the highest requirements.

We passionately uphold our uniquely Swedish heritage at every touch point. Provenance is key, from the control marks for we have on each jewel guaranteeing Swedish origin and the purity of the metal, to ethical sourcing of the precious metals and gems we use, to our packaging and delivery.

Our social and environmental impact, and the responsibilities that come with it, is something we seriously monitor. We believe that one of our main responsibilities is to create pieces that are of high quality and continue to be desirable and worn for a long time.

How important is design and craftsmanship to your brand?

Our fine jewellery pieces are designed to be balanced in terms of ergonomics, variety and quality. We’re continuously pushing the limits of our jewellery innovation. I often seek inspiration from architecture with the variation of its form to develop designs that offers unique perspectives from different angles. Our team stems from different professions, from architects to designers and poets. We strive to find a balance of time, form and function with a freedom of expression and design.

As a brand, we are passionate about craftsmanship and sustainability. All our designs are unique and have a series of control marks guaranteeing Swedish origin and the purity of the metal, as well as the ethical sourcing for all of the precious metals and gems we use.

The fine jewellery is uniquely handcrafted in Stockholm, Sweden by goldsmith masters that use the latest production technologies.

Sustainability is very important in fashion nowadays. What are some of the measures that you take?

All Annette Welander pieces are crafted from sustainably sourced gold. We responsibly source the precious metals we use in our pieces, which is primarily 18K gold and platinum and we are able to monitor the sourcing of precious metals in full, since we manufacture all our jewellery in our studio in Stockholm.

The precious metals come from one of the largest, most influential Nordic distributor and its manufactured exclusively by LMBA or LPPM-certified companies in accordance with the 2017/821 Regulation (EU) laying down supply chain due diligence obligations. The gold is produced by a C02 neutral refining process through the use of the state-of-the-art technology.

Thereby, we can especially ensure that in all gold raw material only conflict-free material is used. LMBA is the world´s only independent authority for precious metals and they ensure the highest levels of leadership, integrity and transparency for the global precious metals industry by advancing standards and developing market solutions.

We want to show that we take responsibility for our handcraft for future generations by setting up the highest requirements.  It’s important for us to reduce the carbon footprint at every level of our business.

We source the paper in Sweden from one of the most environmentally-friendly paper mills in the world and it is Cradle to Cradle Certified®. The paper mill is the first paper mill in the world to have completed this certification. It is EU Ecolabel, FSC and PEFC ™ certified. Cradle to Cradle Certified® is a global recognised standard of safe and circular products. Their mission is to not only minimise the negative influence on the environment, but to go beyond, and to leave a positive footprint.

Our shipping is environmentally friendly and we use DHL GoGreen Worldwide, a pioneer in green logistics.  GoGreen, has set ambitious environmental targets and aims to reduce their logistics-related greenhouse gas and air pollutant emissions to zero by the year 2050.

Aside from your collections you also offer bespoke design. Can you tell us more about the process and how you work with customers? 

Annette Welander offers a bespoke design service to create one-of-a-kind pieces which are carefully handcrafted in our studio in Stockholm. The journey begins with consultation that includes taste, ideas and specific design requirements, also the preferred metal, gemstones and personalised customisation such as an inscription. We have close communication with our clients at every stage of the design process.

To view the new collection please visit annettewelander.com

READ ABOUT ANOTHER FINE JEWELLERY BRAND HERE.