Categories Interview

Jewellery Talk with Blue Billie

Daniela Upmark is only 27 years old and yet she already owns two companies, where she acts as Founder and Creative Director. The jewellery label Blue Billie and a light art company she named Bxxlght.


Daniela launched in August 2015. The philosophy behind the Stockholm-based jewellery label is storytelling by symbols and letter. The vision is that the customer feels included but also to push her to tell her own story.

Blue Billie is a fictive person, the alter ego of Daniela if you will. She came alive when Daniela realised that she wanted to design jewellery, but did not want it to be about just her. Her desire was to create jewellery you can relate to, without needing to relate to Daniela directly. And so she came up with Blue Billie. It was a given from the start since blue is Daniela’s favourite colour and Billie her darling name.


We met up wit Blue Billie’s “mother” to talk about jewellery, french fries and New Yorker dreams.

Why did you choose to become a jewellery designer?
I have always loved design overall and after starting my light art company Bxxlght I felt that something was missing and I wanted to design and start a brand within the fashion industry as well.

Describe a perfect day for you?
A perfect day for me includes a 30 minutes jog, a big breakfast and then a whole day at the office where I divide the day into two halves, one more creative part and one more sales oriented part of the day. That is my favourite combo.


Do you have a crazy habit?
I have the very annoying habit of talking to myself when being very focused. Since my team and I are working in an open landscape that is not their most favourite habit of mine.

What is your guilty pleasure?
French fries.


What would your occupation be if you weren’t a jewellery designer?
Hmm.. maybe a psychologist for children, or perhaps I would start a dog shelter, or maybe both?


Jewellery Talk with

She ended up as webshop owner by coincidence. Today Jennifer’s webshop is one of the most popular in Denmark featuring 33 different jewellery brands and shipping to customers all over the world.


We met with the cool power woman to hear about her entrepreneurial journey and to talk about jewels and this summer’s hottest trend on the jewellery scene.

What is your profession?
I am the owner of We sell the best Danish and European jewellery brands, and part of my job is purchasing new collections, keeping an eye out for new brands etc. But I also interact with our amazing customers through e.g. Instagram. It is important for me to know, what our customers think of our shop and the brands we carry.

What do you see as the hottest jewellery trends this summer?
Statement earrings are a huge trend this season. Either in silver or gold or colourful beaded earrings – the bigger the better!

How and why did you start
It was actually a coincidence. When I had my first daughter in 2007, I wanted to spend time at home with her while she was little, so I wanted to be able to work at night while she was asleep or work from home. I found this jewellery webshop for sale, which only had two brands at the time and thought “, that could work!” Back then there were no webshops with just fashion jewellery, so I saw a space in the market that I could fill. So I bought it in 2008, and build it to what it is today; 33 different jewellery brands (and counting!) and customers all over the world.


What moments would you highlight in your entrepreneurial journey so far? And what has been the greatest challenges?
It’s so much fun to go to fairs in Denmark, and maybe seeing a new jewellery brand I find interesting. When I introduce myself as being from, I have actually experienced some of them (even some of the big brands) say: “I know that shop! is THE best jewellery webshop in Denmark. Of course, you can sell our jewellery!” (I´ve even had brands run after me when they heard who I was, trying to get me to come check out their brand!) The greatest challenge is, that more and more people have discovered, that what I did – create a jewellery webshop with fashion jewellery – seems like a good idea, so the competition keeps increasing, and some of the competitors will use any dirty trick to try and get ahead. But I do think what I have is unique. The best brands, AND the best customers.

Jewellery Talk with T/RAW

T/RAW Jewellery is a fashion jewellery label that offers a different point of view. The 43-year-old Tine Haaland-Paulsen is the Creative and Leading Director of the label.

Originally Tine is educated as an Interior Architect and Furniture designer, but after working in that field for many years she discovered silversmithing and fell in love with the craftsmanship.


Her background in design and architecture helps create simple and clean jewellery with renewed expressions. Today Tine explores the beauty of disregarded objects, re-interpret their value by crafting them into pieces of jewellery and giving them new life, thus challenging people’s perception of what beauty is with her jewellery line.

We met with Tine to learn more about the self-taught jewellery designer from Norway.

Why did you choose to become a jewellery designer?
I ended up on a Silver Smithing course by chance and loved it so much that I wanted to learn more. If I do something I like to do it properly, therefore I ended up doing jewellery design full-time for a period until I decided to make it into a brand.


What do you dream about?
In regards to T/RAW my dream is for everyone to discover us and find their personal piece. And wear and love it, off course.

Describe a perfect day for you?
Warm and sunny, completely relaxed with an uncluttered mind.

Do you have something you can’t live without?

Do you have a crazy habit?
Sure, I just don´t know what. It might be better to ask my family about that.

What is your guilty pleasure?
Where to begin…?





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