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Jacob Skragge & Fredrik Nathorst — Founders, All Blues
Friends & Partners
November 13, 2020

From humble beginnings using their Mum's kitchen as the company HQ, Stockholm-based jewellery label All Blues has come a long way since its founding in 2010. After surprising themselves by selling out their first few bootstrapped collections, old friends Jacob Skragge & Fredrik Nathorst have been disrupting the fine jewellery industry ever since. The labels offering of textured earrings, necklaces and rings offer a subtle yet distinctive interpretation of Scandinavian minimalism, resulting in triumphant jewellery pieces that exude timeless elegance.

We had the pleasure of chatting with Fredrik and Jacob in the midst of opening their new flagship in Stockholm and uncovered the story behind All Blues, how they've navigated the global pandemic and discuss the labels first foray into retail spaces.

Hi Jacob and Fredrik, please tell us how All Blues started out?
We were two young, broke, inexperienced, but naive and overconfident individuals that wanted to create something in the evenings aside from our post-high-school-jobs. Jewellery seemed like something we ​could​ try, and we did. With $2000 in our pocket, we managed to produce a small collection accompanied by packaging, imagery and a website. Mom's kitchen as our hq/factory, a small balcony as our photo studio and Microsoft Word as our design software of choice. Somehow, that collection sold out, and we used the money to get a producer for the packaging. And somehow, the next collection sold out as well, so we got a producer for the jewellery. This went on for a few years as we studied, and when we eventually graduated we decided to do All Blues full time.

What’s the most important ingredient when you’re designing pieces for a new collection?
Reduction.

What kind of materials do you predominantly work with, and why?
925 sterling silver and 18ct gold vermeil. Sterling silver is a qualitative yet affordable precious metal and was an obvious choice to make jewellery in the price segment we were targeting. Given the price gap between working with sterling silver vs solid gold, gold vermeil was a natural choice to broaden our product offering.

Our jewellery is meant to frame body parts and pieces of clothing rather than ornamenting them. Sometimes subtly, sometimes more graphically.

Can you give us an insight into the process(es) and the techniques you use?
Sketches, 3D modeling, 3D printing, casting, hand-carving, polishing.

What do you set out to do when you create jewellery?
Making a product that hopefully will be a cherished and long-standing element of someone’s everyday life.

How does being Swedish affect All Blues’ identity as a brand? How do you translate this?
It is not something we care too much about, we try to do our own thing – although, there are some great examples of designers and companies that have paved the way for those positive connotations often attributed to Swedish products and design philosophies.

How do All Blues pieces fit into an outfit? Are they intended to take centre stage, or take a more subtle approach?
Our jewellery is meant to frame body parts and pieces of clothing rather than ornamenting them. Sometimes subtly, sometimes more graphically.

We are about to open our first retail space at Birger Jarlsgatan 2 in Stockholm, an incredibly exciting project which has been on our radar for years. It's a natural step for our company to be able to invite clients into the All Blues universe, increase the brand awareness further and nurture our client relationships. 

 

How are you guys pivoting in 2020, due to the challenges this year has thrown at us?
One of the biggest challenges has been the uncertainties surrounding the wholesale business, where we unfortunately have seen many partners being heavily affected by consequences from a global pandemic. We realized early on that old wholesale model was no longer functioning and that we had to re-think our business approach. Shifting our focus to direct-to-consumer is more of a priority today, and we have recently relaunched our e-commerce and we started looking for retail opportunities in Stockholm. Wholesale will continue to be an essential part of our business, but our ambition in the long term is to offer unique assortments with each partner that has been carefully curated to represent our aesthetic as well as our partners brand mix and clientele.

What advice would you give to someone just starting out in the jewellery industry?
Ask yourself where you want the industry to be in the future. Product, values, branding, imagery, culture. Then ask yourself how you can contribute to that vision. Some may say it's a crowded industry, but we believe it needs change, and change means new space.

What’s next for All Blues?
We are about to open our first retail space at Birger Jarlsgatan 2 in Stockholm, an incredibly exciting project which has been on our radar for years. It's a natural step for our company to be able to invite clients into the All Blues universe, increase the brand awareness further and nurture our client relationships. 

 

Shop the collection here

@allbluesofficial

WORDS BY PETER BAIN
IMAGES COURTESY OF ALL BLUES
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