Customer Case: Kalevala Koru Oy

This entry was posted December 7, 2023

EACH JEWELLERY PIECE TELLS A STORY

- SO DO THESE BOOK-INSPIRED JEWELLERY BOXES.

Finland’s biggest jewellery brand, KALEVALA, lets their customers put jewellery boxes proudly on display: out from the dresser drawer and into the light. They may look like page-turners but deliver a saga of sparkles within.

Once, a bookshelf was merely a practical piece of furniture. These days, it often functions as a medium for self-expression. With the minimalist approach to home décor prevalent today, this is one of the few places in your home where you can outline an intricate story about who you are.

With their new take on jewellery storage, KALEVALA taps into this trend. Their customers get the choice of storing their new purchases in the traditional way – in the dresser drawer – or on the bookshelf, coffee table, or nightstand.

The fact that KALEVALA has taken its name after a work of epic poetry only makes the connection to the boxes’ design even more fitting (‘The Kalevala’ is a work of Finnish mythology and folklore).

A collection of (jewellery) works

Some of the world's most sophisticated jewellery brands skillfully communicate the empowering nature of their pieces. Knowledge, too, is empowering. And with KALEVALA, we see the two fused together both in form and expression.

Each of the jewellery boxes bears a title in Finnish followed by an English translation (e.g. Alkuperäinen ja ikuinen – Original and everlasting). Everything from the subtly textured surface to the typography of the spine title will ensure that these boxes blend in seamlessly with the customer's literature.

The design

They say you shouldn't judge a book by its cover. This is an exception. The ties to Finnish culture and nature are evident when we look closely at the jewellery boxes. A natural yet cold colour scheme accompanied by a myriad of botanical themes and iconic dragonfly wings tells the story of a brand in deep touch with its cultural roots.

Each lid (or front cover) of the jewellery boxes is kept in place by small magnets but opens up very easily. Inside (on page one), there is an oval cut-out that frames the insert, which will support the jewellery piece in question.

KALEVALA has indeed created a poetic take on jewellery boxes, something we thought we knew inside and out. Needless to say, we are immensely proud that they chose Westpack to deliver their jewellery boxes.


About Kalevala

The treasured Finnish jewellery brand KALEVALA is home to progressive and timeless design and is known for its iconic 'Planetoid Valleys' necklace, worn by Princess Leia in Star Wars. KALEVALA pieces are more than jewellery; they are wearable sculptures.

The History of KALEVAVA is a story about a charity fundraiser that developed to become Finland's biggest jewellery company. In the 1930s, the writer Elsa Heporauta collaborated with a gathering of women active in societal issues – the goal was to fund a statue in tribute to the women of Finland. To raise money, they sold jewellery. However, when World War II broke out, the earnings were used for humanitarian causes.

Through the years, KALEVALA has been associated with many revered designers, such as Zoltan Popovits and Björn Weckström. Today, the legacy lives on in designs by brilliant artists such as Tiina Arkko, Anni Ruuth, and Taru Harmaala Chaloff.

The recycling rate of the precious metals KALEVALA uses to make its jewellery is high. For example, 100 percent of the gold and over 99 percent of the silver is recycled. KALEVALA is a pioneering company in the circular jewellery business. The goal is to make beautiful jewellery that stands the test of time from one year to the next, from generation to generation.

Kalevala has deep roots in Finnish culture and history. It is owned by the Kalevala Women's Association, which supports cultural work in Finland. All KALEVALA jewellery is made in Helsinki, combining centuries of traditional Finnish goldsmiths' craftsmanship.

About the name Kalevala

The Kalevala is considered to be the Finnish national epic and can be viewed as a cultural equivalent to Beowulf or the Icelandic Sagas. It was compiled by the philologist Elias Lönnrot in the 19th century.

Much of the plot in the Kalevala revolves around the Sampo, a mystical artefact forged by the blacksmith Ilmarinen that brings great fortune and wealth to its possessor.

J.R.R. Tolkien was influenced by the Kalevala when he wrote The Lord of The Rings and was fascinated by the Finnish language and culture.

Visit Kalevala Koru online. 


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