Jewellery Talk with Coco’s Liberty

02 July 2017 by Eva Lund

Elina is an inspiring woman. 3 years ago she took a leap of faith and followed her dreams. She quit her job as a Lawyer, applied to study Jewellery Design at Central Saint Martins, moved to London and founded her own brand Coco’s Liberty.

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We met with the 35-year-old lawyer turned Jewellery Designer and Goldsmith to hear about her impressive journey.

Why did you choose to become a jewellery designer?
My Dad, a Dentist, taught me how to make rings from leftover gold in his dentistry from the age of 5. Since then jewellery has always been my biggest hobby and passion. 3 years ago I decided to follow my dreams and do the things I love.

How and why did you start Coco’s Liberty?
I wasn’t happy in my lawyer job, I didn’t get the promotion that I had been working so hard for and which was promised to me…but during the talk with my ex boss I realised that I actually was happy not getting the Job. I quit then and there, applied to study Jewellery Design at Central Saint Martins, moved to London within 3 weeks and immediately started working on building up my own jewellery brand, which I have been doing ever since. So the Liberty comes from me not working as a Lawyer anymore.

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What moments would you highlight in your entrepreneurial journey so far? And what have been the greatest challenges?
Since I launched Coco’s Liberty I found a couple of stores that immediately were into the jewellery and not hesitant about me just having started. I love that we are still working together. Some customers have also been there from the very beginning and we have established great friendships now. I think it is wonderful having met so many people that have encouraged me to continue to build my own jewellery brand. It has also been super nice to be shortlisted as New Designer of the Year both in 2016 and 2017 and getting early recognition.

Building your own business is super challenging and comes with a lot of sweat and tears; there have been a lot of times when I thought about giving up and I think that if I had known beforehand how challenging it would be I might have been too scared to do it. So one of my greatest challenges is working towards long-term goals even when the current situations have been difficult.

Describe a perfect day for you?
Having a lay in, best somewhere in the countryside or seaside, my boyfriend making breakfast, taking long walks and swimming in the sea, making a new jewellery piece, and my boyfriend cooking dinner and me having time to watch him cook.

What is your guilty pleasure?
Swedish Marabou milk chocolate and Chokladbollar.

What is the best advice you have ever been given?
The smile that you send out will return to you.

Do you have a style icon that inspires you in your approach to design?
Not necessarily one person, but I do like strong female characters that just do whatever they want and dress however they want.

What do you see as the next hottest jewellery trends?
What I like the most is that everything is going back to being more individual. Each jewellery designer has his or her own take, so the next hottest trend is being as versatile as possible with your jewellery.

What do you dream about?
Jewellery and new ideas, and a cruel free world.

Do you have a crazy habit?
I am a shoe addict and I love shopping, putting the things away and first taking them out after a year.

Do you have a piece of jewellery that is extra special to you?
The very first ring I have ever made, which still fits me on my little finger and my Kolye Choker. When I put it on I feel strong and as if I can tackle everything.

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Do you have something you can’t live without?
A glass of lemon juice in the morning.

Do you have a motto you live by?
What you put out into the universe you will get back.

What would your occupation be if you weren’t a jewellery designer?
Good question, as originally I am a lawyer, but maybe instead of a jewellery designer a fashion designer.

What is your biggest achievement in your jewellery career?
Building a jewellery brand from scratch within 3 years that is getting more and more recognition without knowledge of how to create a brand, and without any funding or help, as well as creating a loyal customer fan base. I also just won an Award for the most promising new luxury brand in Vietnam, so that has been amazing.

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What are you currently working on?
I am working on the SS18 Collection, with some ideas already for the collection after that and planning to open my first Shop-in-Shop in Vietnam.

What would you do if you won 100 million kr.?
Buy my own summerhouse in Sweden, invest most of it into Coco´s Liberty and spend the rest on the fight against Animal/Elephant Rhino Poaching and Animal Abuse.

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We are proud to represent Cococ’s Liberty in The Jewellery Room.

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