Clit Co. is launching their new brand, which is a socially sustainable initiative and a jewelry collection in one. The collection aims to educate the people and break the taboo associated with the woman's anatomy, something that the founder Amanda Netscher has been devoted to the last decade.

Clit Co. wants to pay particular attention to women's pleasure by visualizing the clitoris and its important function. To inform about the clitoris is in the long run a way to achieve sexual equality between women and men, girls and boys.

- The unusual fact that the brand is the bridge between lifestyle and being an influential player in social innovation is a challenge. We have the ambition to show that running a successful business socially and at the same time increase growth can be achieved. And Sweden should be at the forefront of these controversial issues such as sexual equality, said Amanda Netscher, founder and CEO of Clit Co.

The jewelry collection today consists of earrings, necklaces and a pin and the brand has a special penchant and respect for precious and raw materials. They have chosen to work with 925 silver and 18K gold. 925 sterling silver is a soft metal where there can be small irregularities in the surface. The jewellery will developed patina over time making each piece as unique as it’s wearer.

Clit Co.'s jewelry can be worn by people of any gender. The hope is that the jewelry will be the beginning of a revolution and act as a conversation starter, not only about the clitoris but also the the empowerment of women and girls.

- One way to make a contribution is to raise awareness about the body, anatomy and sexual health of women and girls. This is why I wanted to make a piece of jewelry in the shape of a clitoris. I wanted to make something beautiful you can wear and be proud of while contributing and taking a stand, says Amanda Netscher, Clit Co.

Finding the balance between humans and nature is an important part of Clit Co.'s sustainable work. They therefore guarantee ethical production by producing the jewelry in line with the UN's global goal - Agenda 2030 with a certified producer in Sweden. The gold used is 100 percent recycled. For each piece sold, 50 SEK is donated to the UN Women's Organization.

About Amanda Netscher:
Amanda Netscher is the founder and CEO of the newly launched jewelry brand Cit Co. In her work with gender equality, social equality and social sustainability over the last 10 years, she has been part of Sweden's development in preventing violence and abuse. In addition working professionally with social innovations, she has like many other women her own private experiences of sexual violence.

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Photo: Ylva Wikström