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Style, innovation & equality

Swedish rock hero unveils jewellery collab with new creative hub

We speak to Sweden’s un-crowned jewellery queen about her new and unique pop-up retail space, including her first-ever collab — which basically took 10 years to make.

Words: Johan Magnusson

Efva Attling is the ex-model and ex-popstar who turned back to her roots after 27 years and with her eponymous label became the leading jewellery designer in Sweden.

— I’m proud of my company that I’ve built from the heart with great people around me. It’s solid and I love my work, she says.

Today she opens the physical and digital retail space the HÖGDALEN, yet again going back to her roots.

— I’m from Högdalen, a suburb of Stockholm). I wanted the freedom to play outside the box so I’ve started a creative hub which I call the HÖGDALEN. From the hoods to the world online.

The hub will also include creative collabs with guest designers. The first one is unveiled today; a jewellery line together with Jocke Berg. The Swedish musician and producer, best known as the lead singer of pop/rock band Kent.

— 10 years ago I asked Jocke if he wanted to design some jewellery. He gave me a vague answer. Last year I asked again and he said YES! He has had the creative freedom to design his collection. I only stood by with technical support. He of course had the right touch which I totally knew he would and the result feels amazing.

What else do you have coming with the HÖGDALEN?

— At the start I’ve found new art talent Emma Altafulla Anderson, who very well represents my thoughts with the concept. (To highlight new names, Ed’s note.) I’ve designed some furniture for the first time together with by Crea, who manufactures all their furniture in Skåne, Sweden. We’re going to have random and unexpected objects and collaborations. It’s going to be high and low, famous and none famous designers and things - like the name, Highvalley (English for Högdalen).