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  3. Exclusive Interview with Dansk Creative Designer Malene Storm

Exclusive Interview with Dansk Creative Designer Malene Storm

Here at Utility we are big fans of design led and unique jewellery, and the simplistic yet stylish creations by Danish brand Dansk Smykkekunst are no exception sitting perfectly with our contemporary ethos. Find out more about the brand and the husband and wife team behind some of our favourite jewellery designs, and discover the collections online and in store now!



How was Dansk Smykkekunst first created and what was your main motivation?

Dansk Smykkekunst was established by my husband Christian’s stepfather in 1971 when he began producing genuine silver jewellery in a basement in Copenhagen. Since then my husband and I have taken over the company and are now running it together.

Today the company designs fashion jewellery and accessories and strongly believes in the idea that all women should have the opportunity to wear a unique design at a reasonable price. The collections are always very versatile and are designed for a variety of women. The style is simple and has a distinct Scandinavian look.

As creative designer why did you choose to specialise in jewellery and fashion accessories?

I have a background in sales and have always been interested in fashion and the newest trends. When I married into the company 8 years ago there was no dedicated designer, so it was a natural step for me to take on the design process.


How big is the Dansk team?

Dansk Smykkekunst has an office in Herlev just outside of Copenhagen where Christian and I run the company together with a team of 5 employees. Outside of the office we are represented by 45 agents who are based in 11 European countries as well as the USA, Canada and Russia.

What is a typical day in the office for you?

As Head of Design & Concept there really is no typical day as the tasks at hand vary according to the season. Of course I am always in an inspiration gathering mode but my days may consist of travelling – either to the East to meet with our manufacturers or with our agents throughout Europe- designing, running statistics or evaluating our recent collections so as to plan future designs.

What was the inspiration behind your new Spring/Summer collection?

When I create a collection I always take into account the newest trends, colours and styles. As it is important to us to design for a broad variety of women it gives me the chance to take the collections in several different directions. I always try to incorporate something classic, a little bling, some very stylish and strong Scandinavian pieces and some statement and more daring pieces.

What has been the biggest highlight of launching the brand?

Taking the Dansk Smykkekunst brand to a new level. Last year, Danish Smykkekunst A/S was one of five companies to receive the King Frederik the Ninth Honorary Award for our exemplary efforts on the Danish export market. Christian and I were presented with the prestigious award aboard The Royal Yacht ”Dannebrog” by Henrik; His Royal Highness The Prince Consort at a prestigious ceremony on 26th June 2014.

What is the one piece of advice you could give to other designers who want to launch their own company?

Believe in yourself and your ideas. Be flexible and don’t be afraid to take things in a new direction.

What is your favourite thing to design or your favourite piece you have designed?

I always design different lines within the different collections, so it’s fun to design the matching ring and bracelet for a necklace I’ve originally created.

 What do you love most about your job?

The variation in my workdays and the opportunity to always create something new.

What does the future hold for your brand? What are your next plans?

Until now our primary focus and dialog has been with our business customers and stockists. From August 2015 we will, with the help of our agents, establish ourselves more on the social network market. By doing this we wish to strengthen the Dansk Smykkekunst brand and obtain a closer connection with the women we design for. I hope we can continue to make a difference in the fashion jewellery market!

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