astrid&agnes: Subtle brilliance – anytime, anywhere

By Nina Bressler | Photos: Mikael Kenta

What began as a simple observation of something missing in the market has grown into one of the most recognisable jewellery brands in Sweden. astrid&agnes was founded in 2005 while its male counterpart AROCK launched in 2008. Both brands came with a clear idea from the start: expressive and timeless jewellery for every occasion, accessible to everyone.

Sofie Axelsson is the hairdresser who turned entrepreneur after noticing a gap in the market. At the time, oversized pieces with a sense of glamour were surprisingly hard to find within an affordable range. astrid&agnes was established to change that. The brand took an unconventional route into retail, first selling the collections through hair salons and quickly gaining traction, worn by celebrities and spotted in the media. Sales channels expanded to jewellery shops and twenty years on, the brand has become an established household name in Sweden and abroad.

astrid&agnes creates jewellery for every occasion, big or small.

astrid&agnes

Inclusivity has always been central to the brand identity, reflected in the name. “We selected the names, Astrid and Agnes, to appeal to women at all stages of life. We create with a wide audience in mind: no specific age group and no fixed style,” Sofie Axelsson, CEO and founder, says. “There should be something for everyone. Whether your style is minimal or bold, classic or modern, there’s a piece of jewellery made for every occasion. From the milestones – weddings, celebrations and anniversaries – to everyday life, with work and relaxed moments with friends and family.”

astrid&agnes: Subtle brilliance – anytime, anywhere

All work takes place at their office in the city of Varberg, on the west coast of Sweden. Despite its growth, the company remains close-knit. With a team of eight employees, plus sales representatives and international partners, it is a collaborative environment where creativity thrives. Sofie designs every piece with her team, working closely with long-standing manufacturing partners to ensure consistency and quality.

astrid&agnes: Subtle brilliance – anytime, anywhere

AROCK

In 2008, the company expanded further with the launch of AROCK, a line dedicated to men’s jewellery. The idea emerged from repeated customer requests about similar pieces designed with a male audience in mind. AROCK took shape with a focus on stainless steel and leather, materials with a masculine feel that are both natural and durable – stylish with a timeless touch.

Today, astrid&agnes and AROCK are both firmly established in Sweden, with around 180 retailers across the country and a growing international presence. Norway has become a strong market over the past eight years, with around 100 stores, and expansion into Germany is already underway. While e-commerce continues to grow, the brand remains deeply rooted in physical retail, with approximately 90 per cent of sales coming through resellers. “We’re increasing our online presence through our website to reach new customers and strengthen the brand, but the stores remain incredibly important to us. The relationships that we’ve developed with our resellers are simply essential to our business,” Axelsson says.

Neo ring. Photo: astrid&agnes

Quality material for durable pieces

“Quality has been key from day one,” Axelsson explains. “Our collections are made from stainless steel, genuine leather, high-grade crystals, and real freshwater pearls. The decision to move away from traditional precious metals like silver and gold has been deliberate: stainless steel offers durability, longevity, and a refined look but without pushing prices beyond reach.”

The design philosophy has remained consistent over the years: clean, Scandinavian lines with attention to detail. While trends come and go, the goal is always to create jewellery that lasts, both physically and stylistically. Pieces should be wearable across seasons to be easily combined with new additions over time.

Sierra ring. Photo: astrid&agnes

Jewellery for every occasion

Jewellery is both deeply personal but also an appreciated gift. From Mother’s Day to birthdays and weddings, astrid&agnes and AROCK have naturally found their place in the gifting segment. This idea expanded further last year with the launch of a small lifestyle collection, including glassware and tray sets, as well as a children’s line designed for ages five to 12.

As the brand celebrated 20 years last year, there is no sign of slowing down – quite the opposite. While the brand is maintaining its firm grip on its current markets in the Nordics and Europe, new opportunities are spotted across the pond. “We’ve seen our jewellery on celebrities in Los Angeles, which is exciting, and completely in line with our ambitions; we’re constantly looking for exciting opportunities to grow and expand our reach. In the end, it’s about the joy of creativity and seeing our creations worn with pride – simply how it adds character to outfits on people all over the world,” Axelsson concludes.