Less is a Bore
Bedazzled a Swedish jewelry brand designed by Jennie Rhönnstad. With a recent collection featured in Stockholm Design Week, Rhönnstads pieces have us drooling. This Swedish born creative sells in a number of boutiques in Stockholm, Gothenburg, Umeå and New York City.
What inspired you to start making jewelry?
I've always loved creating thing with my hands. I first started by making necklaces out of buttons, that is when a friend of mine recommened me to attend Nyckelviksskolan, an Art School based in Stockholm. That's where I was educated in metalcraft, and after that I did an Economy Degree at Södertörns University in Stockholm. My collections really pushed forward when I was a part of the Swedish Fashion Talents in 2012, that's when I joined my first PR Agency and really perfected my craft.
How would you describe your jewelry?
'Less is a bore', more is usually big. My pieces appear big, rough, and even have a glimpse of humour. The names always plays a large role, I use word play often, like taking something real and giving it a spin. I find it interesting to see how far I can go with my word play. My own style is basic and I tend to wear one colour head-to-toe, usually white or black, so one sigture piece can really make an outfit.
What is your inspiration and what do you focus on?
I make things I want to see in real life. I love the thought of a final process, holding and seeing my vision, being able to take an idea or something tangeble from one element and transform it to another. I do love Elsa Schiaparellis designs however, I'm more influenced by words. I always read the titles of paintings in galleries, sometimes I think people buy art because of the name or title. My collection isn't audience focused, my buyers can be 20-70 years old. My collection is based more on a making a statement in an outfit. I want my pieces to remain timeless.
Do you have a signature piece?
Meltdown and mini meltdown, crafted using white rocks with grey inside. Also, the collaboration with straight design 'pile of shit' which was featured at Design Week
Where inspired the brand name, bedazzled?
From back when I use to make necklaces out of buttons, exchanging and adding materials to craft something new, I use to say I “bedazzled” it. Now, I see it as, “My collection can bedazzle an outfit”. I wanted to make a corny term into a classier catch phrase.
Where do you resource your materials?
From different places, I try to work with recycled brass from from a junkyard in Nacka. My stones are usually from stone shops and are all energy stones. My favourite colour schemes right now seem to be white, black, clear, yellow, and maybe pink.
What are your future goals?
I have my next collection in mind and aim to create two collections a year. One in Febuary and the other in August.