ENTREPRENEURSHIP
In a group of six, we were to develop a business concept and built a company from the ground – from idea and concept development to product design, production, and sales. Throughout the process, we focused on sustainable principles and explored how to create jewelry that is both appealing to our target group and meets the highest possible standards of responsibility and sustainability. Our goal was to design pieces that are not only aesthetically attractive, but also meaningful and thoughtful – for both people and the environment.
INSPIRATION
We were given the task of choosing an icon, and we selected Frida Kahlo. We found that her feminism, maximalism, and floral identity were qualities we wanted to focus on and carry forward in our work.
TARGET GROUP & PROBEKIT
After selecting our icon, we defined a target group we wanted to learn more about. To do so, we created a probe kit and distributed it to 12 people aged 30–45. We expected that they would be drawn to specific symbols and colors, and we wanted to confirm this assumption through the responses gathered from the probe kit.
Click to view a detailed Conzoom target group and probe kit description.
BUSINESS MODELS
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POV
We want to design maximalist jewelry that gives Lea a sense of empowerment. The pieces should give her a radiant, confident presence and express her love for blooming nature — a space where she can fully express herself.
DESIGN & INSPIRATION
WHO
Women
Between the ages of 30 and 45.
WHAT
Handcrafted maximalist jewelry that evokes a sense of empowerment.
WHY
To give the user a confident presence and a way to fully express herself
MOODBOARD
DESIGN DRIVERS
Empowerment
Maximalism
Blooming
Unfolding
Vibrant
SKETCHES
Some of our sketches. We took inspiration in flowers.
PROTOTYPE
We chose to base our further prototype development on this sketch. We really liked that it resembled flowers without representing a specific species. Additionally, we wanted to create maximalist jewelry, and we felt that the leaf-like shapes allowed us to experiment with scale and variations in size
We tested both in Rhino and in wax. We found it much easier to work with wax, as our Rhino prototype turned out too rigid and lacked the organic quality we wanted to achieve. That’s why we chose to work exclusively with the pink wax, as it’s very soft. This allowed us to easily bend and shape the leaves the way we envisioned, and also to add texture directly in the wax rather than after the piece was cast in silver.
I FULDT FLOR COLLECTION
We ended up with a collection called "I fuldt flor" which had 7 designs, including earrings, rings, and a necklace. I believe we stayed true to our design drivers, as our pieces clearly reflect elements of maximalism, vibrancy, expressiveness, blooming, and empowerment.
PHOTOSHOOT
We had two different themes for our photoshoot: a cake theme and an oyster theme. They were very different in both color palette and overall expression. However, there was still a clear visual connection, as we used the same model and maintained a consistent style throughout.
BRAND MATERIALS
Our brand materials included both stickers and business cards.
EVENTS
We hosted several events during our sales period — including at Absalon Jewelry Market, Designer Space, Res Res, Villa Kultur, KEA, and Frederiksberg Center.
FEEDBACK FROM OUT TARGET GROUP
Throughout our sales period (May 4–30), we gathered observations and feedback from customers across multiple locations. While we did not record the exact number of participants, the insights reflect recurring themes and tendencies observed across all events.
REFLECTIONS
DESIGN
Our design choices were very well received. We created both large and small designs, which appealed to a broad target audience. Additionally, we made them practically functional, allowing for easy size adjustments.
MATERIALS
We chose to make our products in 925 sterling silver and offered them in both silver and gold-plated versions. If it hadn’t been a school project with limited time, I would have preferred to produce them in sterling silver and 14k gold. These were high-quality jewelry pieces, and some of that quality is lost when the only gold option available is gold-plated
PROTOTYPE
It was a smart decision to create our designs in wax. We saved a lot of time by casting the first prototype and making adjustments to it in silver before creating rubber molds. Once the molds were made, it became very easy to produce multiple pieces efficiently.
PRICE
As the feedback also confirmed, our pricing was completely off. The prices were set far too low. If we were to do it all over again, we would increase the prices by 50%.