W Design: Timeless Nordic design
By Molly McPharlin | Photos: Anni Lu
Nordic design is known for simplicity, quality and quiet confidence. Through its carefully curated online store, Finnish boutique W Design brings together jewellery, fashion and homeware from distinctive Nordic labels, helping smaller design names reach customers beyond their local markets and into homes around the world.
Founded in 2021, W Design was created to offer a carefully edited selection of Nordic jewellery, fashion and homeware in one place. “Every item is thoughtfully chosen,” says owner Marja Wirenius. “W Design is a boutique where quality, individuality and timeless style are at the heart of everything we do.”
W Design carries selected brands from across the Nordic region, including Danish jewellery designers Anni Lu and Jane Kønig and Finnish jewellery label Karo Koru. Design and creation take place in the Nordics and several other countries, including Portugal, Austria and the US. The store is especially interested in brands with a distinctive perspective and strong visual identity. Sustainability and responsible production also influence which brands Wirenius chooses to carry.
“Finnish-born jewellery designer Karo Kangas, for example, handcrafts her pieces in Los Angeles,” says Wirenius. “Her work combines bold expression, craftsmanship and an international outlook that fits with our philosophy.”
Photo: Milan Zrnic
Design has a long tradition in the Nordic countries and is often viewed as an integral part of everyday life. “Simplicity, functionality, quality and a close connection to nature are values that are important to many designers in the region,” Wirenius says. “I believe these qualities are what make Nordic design so appealing.”
Photo: Milan Zrnic
www.wdesignfinland.com
Facebook: W Design
Instagram: @wdesignfinland
Though primarily an online store, W Design also participates in selected events, pop-ups and collaborations. This year, it will take part in Helsinki Design Week at the Cable Factory in Helsinki on 29 and 30 August.
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