I am in Paris for the Silmo eyewear exhibition. Passing the legendary Café Ladurée, I stop and smile at a fantastic window display full of pink macarons by Lanvin. That’s a surprising collaboration!
Me myself, I stick to collaborations with musicians this fall, although my father was a pastry chef. So, I’ve got two great collaborations. I’ll tell you about the first one, with Yoko Ono - an intelligent, always exciting, humoristic and multitalented artist. I can really relate to the way she plays with words. When I made my Imagine Peace collection, my dream was to show this to Yoko Ono. One day, by coincidence, I saw her in a restaurant in New York. I took a deep breath and nervously went up to her. I told her I wanted to show her something. She was very friendly. Her curator, who was with her at the time, gave me his card and the following week I sent them the two pieces of jewelry. Only a little while later, I received an email from Yokos lawyer, saying that Yoko had approved of my Imagine Peace design. It was a happy day. Together we decided that 30% of the proceeds would go to the organization Doctors Without Borders. We also decided to hold a silent auction with a special Imagine Peace pendant in white gold and with diamonds. We have another thing in common, Yoko and I, we are born on the same date, the 18th of February :)
For the other collaboration coming before Christmas, you will have to wait a little ;)
Apart from this, nothing special is happening… just kidding! :)
I’ve got a new CEO, Annika Rost, on board and together we are planning an exciting future for Efva Attling Stockholm.
My New York flagship store is celebrating 1 year, the store in Oslo 1 year, Gothenburg 5 years - and on the 19th of October I am opening my first store in Malmoe. I have been waiting to find the right location for years. And finally we found the perfect spot in the heart of the city. This feels great. Hello Malmoe!
A few words about my new collection this fall…
Passion Cuff and Passion Cuff Ring are definitely favorites of mine. Two bangles or rings connected with a chain. Edgy and sexy.
Define Normal is the expression that I find most intriguing. Because - who can? The words are hidden behind the rock crystal in the pendant with the name Define Normal.
Music, music, always music. I named a whole collection Dancing Queen because of the swaying earrings, necklaces and ring made in silver and black onyx.
For many years I wanted to create a piece for us who have lost someone, or who misses someone. Finally I broke the code, and the inspiration of the jewelry Miss You is two hands held together in the Asian way - to give the person you miss a moment in contemplation. There is also space on the back, to engrave a name.
And for the guys who want to own and wear a diamond, but only want to show it when they choose to. The Peek-a-Boo collection with a ring and a bracelet with a sliding ‘window’ over the diamond.
The cufflinks YES&NO is to show the world whether you like or dislike something.
At last, my great cocktail rings Sweets for my Sweets with different cabochon semi-precious gemstones. Choose the colors that attract you. Please enjoy!
Love, peace & understanding,