Edblad: Swedish jewellery icon expanding into new markets

By Malin Norman | Photos: Edblad

Edblad is Sweden’s leading jewellery brand, with signature pieces that evoke confidence and joy for its many loyal followers. This year, the brand continues its expansion on the global fashion scene with new markets, new designs and store openings.

Founded in Sweden in 2006, Edblad captures the Swedish heritage of effortless minimalism and timeless design, through fashionable jewellery in premium stainless steel for women and men.

“Sustainability and Swedish simplicity have been the core of our brand since the beginning,” says Eva Boding, CEO. “All our jewellery is created by the design team in Stockholm under the direction of head designer Karin Fritz, who brings experience from the global fashion scene. We follow closely what’s happening in fashion but also consumer trends on social media, to create new iconic jewellery that lasts over time. Our jewellery is often the final touch to a perfect outfit or as the perfect gift.”

Eva Boding, Edblad’s CEO.

Edblad has had a fantastic journey, from the first small boutique outside Stockholm in 2006 to today’s position as the leading jewellery brand in Sweden. Edblad’s presence is also strong in the Nordic countries, and the brand is growing in markets such as Germany, the Netherlands and the UK. Boding explains: “Our vision is clear, we want Edblad to become the Swedish jewellery icon on the global fashion scene.” With more than 250,000 loyal followers, this seems to be more than achievable.

Swedish design flirts with Hollywood

Edblad’s major strength is its long-lasting product quality. The main product material is premium stainless steel, which is a sustainable material that can be reused endlessly. “Our jewellery remains beautiful even if you wear the product for a long time, no matter how often you wear it,” says Boding. One of Edblad’s early collections, named Peak, is still among the best-sellers, endlessly popular amongst women.

Spring is an important time for Edblad, with occasions such as Valentine’s Day, Mother’s Day, graduations and summer parties. For the spring collection, Edblad has been inspired by a sun-drenched, 70’s Hollywood glamour. The new collection also captures some of the season’s biggest trends in statement earrings, bold bracelets, chains and pops of colour reminiscent of candy.

A number of exciting brand collaborations are also in the pipeline this spring and more physical boutiques will open later this year, including one in central Gothenburg. “It’s important to be able to physically connect with our customers and give them the best brand experience,” says Boding. “We have a big community in Gothenburg and we hope they will love our new boutique.” Edblad will also open a new shop at the premium department store NK this spring.

A helping hand from Edblad

At the core of the brand are aspirations to be inclusive, inspirational and accessible, and those extend beyond the product itself. The charity program Helping Hand is Edblad’s way of giving back, by offering jewellery that creates memories but also makes a difference. Each year, the design team creates special jewellery collections where a portion of the sales goes directly to different charity organizations.

For the fourth year, Edblad supports Kvinna till Kvinna (Woman to Woman), an organisation promoting gender equality. The organisation works to strengthen women’s influence and power, put an end to violence against women and make visible women’s struggle for peace and human rights. Moreover, Edblad’s colourful Rainbow range is specially designed to support Regnbågsfonden (the Rainbow Foundation) and its commendable work. “We believe that Edblad can be a fantastic platform, not just to buy and wear our beautiful Jewellery, but also to emphasise important issues like equality in our modern world,” says Boding.