I developed this concept, catering to Norway's artisan jewelry designers and goldsmiths who remain faithful to traditional methods. Our goal is to two-fold: first, offer the consumer a diversified selection from all parts of Norway and second, bring Norwegian jewelry into the global marketplace.
Hence, Norwegian.Jewelry (Norwegian Jewelry) is a marketplace for Norwegian artisan jewelers and a blog covering jewelry related topics: interviews with designers worldwide, digitalization, and news about our members.
Norway is an elongated country with one of the longest and most rugged coastlines in the world. It has around 50,000 islands off the extremely indented coast. Moreover, the metalworking tradition dates even further back than the Vikings (780-1050 AD) to the Bronze Age (1700 - 500 BC).
Hence, within a seemingly small country, there exist vast differences in terrain, geography, history, and culture. That, mixed with individual life experiences of each designer, leads to a diversity of inspiration and thought processes, resulting in a wide variety of jewelry designs, not seen anywhere else in the world.
Alexander Grover, while living in Oslo, started the project in 2017, identifying the need for a collective marketing effort on behalf of boutique jewelry designers.
Jewelry designers, staying true to traditional methods, find it challenging to make jewelry while having to market themselves online simultaneously. Although different, both are professions within themselves, requiring years to master. Inevitably, one comes at the expense of the other when attempting to do both.
Jewelry designers and goldsmiths generally take academic courses for three to five years and apprenticing for several years after graduation. They not only must learn the personality and behavior of metals and stones but also tools, processes, and methods. Additionally, they must pay the utmost attention to details, which later become their signature.
Outsourcing the digital part to agencies comes with mixed results, often resulting in projects that are over-budget and ineffective. It is one thing to build a website but quite another to market it. The social media aspect takes consistent effort and incredible skills to breakthrough, reaching and holding the attention of potential customers.
Combining their digital marketing efforts under the Norwegian.Jewelry concept, Artisan jewelry designers, and goldsmiths can reach the world while being able to focus all of their energy on making memorable jewelry.
In Norse mythology, the Gaupe (Eurasian Lynx) was Freya's companion. The warrior goddess, wife of Odin, valued their natural gifts: vision and foresight. Under her command, the Gaupe led her chariots into battle and subsequent victory.
Freya and the Gaupe (Courtesy of Ancient Pages)
The Gaupe – sturdy, determined, and yet elegant – best symbolizes the unique character of our members. We help them see over the horizon, increasing their reach and expressing Norwegian culture through jewelry. The Gaupe is an endangered species, numbering only a few hundred in Norway. We hope to build awareness, helping preservation causes.
Org nr. 919 382 414
The world is always in need of new and compelling designs, ideas and stories. Norway's unique environment and culture drives interesting designs and concepts, unseen anywhere else. If you are an artisan Norwegian jewelry designer or Goldsmith, interested in joining our directory and marketplace, please contact us for more information.