It wasn’t all that long ago that designer Celine Engelstad and good friend Gunnvor Vik were students at a local Oslo high school. As graduation arrived came a parting of ways as Gunnvor traveled to Edinburgh to study PR and marketing, then working with the Danish design company Sand in Norway, while Celine continued to develop her talents while studying graphic design in London and travelling abroad.
Then, two years ago Gunnvor called up her old friend with the simple idea that they would conquer the world of jewellery fashion together. Now, just two years later, Celine Engelstad’s jewellery is being worn by celebrities such as Paris Hilton – purchased from a store in Hollywood – and the jewellery is being sold in nearly forty shops throughout Norway.
Image & Substance
Part of the success of the lines of jewellery has been the ability of these young women to learn and work with the established world of jewellery both in Norway and beyond – and at the same time develop a solid branding concept that profiles Engelstad’s unique creativity in taking natural substances, forms and textures and making them into a product that can figuratively last forever – not least in the heart of those who purchase it or receive it as a gift.
According to Engelstad, the ability to transform raw nature in beauty is a gift. “Everything is a learning process for me, and my inspiration comes from different cultures and people, architecture and nature. Authenticity in the jewellery is important. People want beauty, and beauty that is real. All of our jewellery is made from pure silver, gold, precious stones and other elements that come from nature.”
The Road is Long
Despite absolute evidence of success, Vik, head of the company’s branding and marketing activities, knows that the road is long and that jewellery and fashion has to win the hearts of its customers every single day. “The key to success begins with beautiful products that the public likes, but then it takes hard work, the ability too work with a wide variety of people – and maintaining a healthy sense of realism.”
Every day is a new day, and the past doesn’t dictate the future, but all signals indicate that Celine Engelstad and her jewellery collections will be on the fashion scene for a long time to come as the young Norwegian talent continues to make her way out into the global fashion world.