Astrid & Agnes and AROCK: Do it yourself
Text: Pia Petersson | Photos: Astrid &Agnes / Arock
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.
“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 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 into 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 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 popular within the AROCK range are the many leather bracelets, which come in various shapes, designs and colours – something to suit everyone.
A wide appeal
Together, Astrid & Agnes and AROCK offer a wide supply of jewellery, ranging from dainty to rough, and from small to large. “Because of this, our products attract a lot of people, regardless of age and style. A continuous theme in our collections over the years has been that classic touch. However, we’ve made sure to include a slightly edgier line every season,” Axelsson says.
Owing to the fact that these two ranges have a broad appeal, this is a perfect brand when it comes to gifts. “That’s what many of our retailers often say,” Axelsson points out. Many media profiles agree that these ranges are appealing, and Astrid & Agnes and AROCK products can often be spotted on the arm, around the neck or on the finger of many famous people on TV and social media.
Initially selling at hair salons up and down the country, Agnes & Astrid and AROCK can today be found in various watch, jewellery, clothes as well as interior design shops, all over Scandinavia.
A la mode
Notably fashionable this season are chains, chains and more chains. “We offer a large selection of chains, within both the Astrid & Agnes range and the AROCK range. The chains look great on their own or with several combined together – or why not mix a delicate piece of jewellery with a more rough-looking chain? It’s just so gorgeous,” Axelsson suggests.
A couple of very special pieces of jewellery that Axelsson is keen to mention are the POWER necklace and bracelet. “We developed these to support breast cancer research. Earlier in the autumn, we were incredibly excited to participate and sell our POWER jewellery at the Pink Power Weekend in Stockholm. All profits were donated, through Pink Power Weekend’s collection, to the Swedish Breast Cancer Association,” Axelsson explains.
A long life
Ever since those early days, the philosophy behind Astrid & Agnes and AROCK has been to offer designed jewellery of high quality and durability. It is Scandinavian, powerful and unique, and created from carefully selected materials – stainless steel and genuine Italian leather – to guarantee that they will last. “We aim to design powerful jewellery with clean and beautiful characteristics. Wearing our jewellery will make you stand out from the crowd,” Axelsson concludes.
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