One day a friend of Efva, Johan Renck (who produced Madonna’s video ‘Nothing Really Matters’), brought Madonna the "Human" ring and the "Homo Sapiens" dog tag necklace. Madonna chose to wear both of the jewellery pieces in the TV commercial for Max Factor Gold lipstick, and wears Efva’s jewellery both for private use and in public.

And it’s not only Madonna who likes Efva’s jewellery; Jennifer Aniston has the "Hope" necklace, Kylie Minogue wears the "Kisses" necklace, Iman has the "Genie" earrings, Sarah Jessica Parker has "Snowflower" and Meryl Streep has the "Rose petal" earrings.