ENTREPRENEURIAL
INTERNSHIP
Etél Etél was founded by Ann-Sophie and me in September 2024 as part of our 5th semester entrepreneurial internship.
We have created a jewelry brand that celebrates mothers through unique designs made from recycled 925 sterling silver.
The twisted and curved lines in our designs symbolize the unpredictable paths that motherhood often takes.
BUSINESS MODELS
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DESIGN & INSPRATION
WHO
Mothers
WHAT
Handmade jewelry in sustainable materials.
WHY
To celebrate and acknowledge mothers
MOODBOARD
DESIGN DRIVERS
Magical
Luxury
Feminin
Empowerment
Unperfect
BRAND IDENTITY
BRAND NAME
E - Ella
T - Topper
E - Emmi
L - Leo
The first letter of our children's name
LOGO
Curved lines which symbols the ups and downs of motherhood
PRODUCT NAMES
Names of fantastic moms we know who we want to acknowledge
COLORS
Calm, natural, clean colors. In both our photoshoot, social media and website
PHOTOSHOOT
Inspired by our moldboard and design drivers. it had to be esthetic nice and something you combined with a calm and gentle feeling.
SKETCHES
Some of our many many sketches. We took inspiration in flowers, but didn't want it to be obvious and looked exactly like flowers. We choose 10 sketches to work on further in our sketches.
PROTOTYPES
A selection of some of our favorite prototypes made in wax. These were cast, and after sorting through them, we ended up with 9 final designs.
MOR COLLECTION
FOR ALL MOTHERS. FOR YOU.
The Mom Collection is a tribute to motherhood — not just the beautiful and magical parts, but also the challenging and complex realities that everyday life brings. The jewelry is designed to recognize the incredible work you do as a mother, every single day.
When you wear your jewelry, let it remind you that you are doing an amazing job — even when the path is difficult.
We ended up with 9 designs. We had hoped to create a few more — especially a necklace — but we didn’t manage to complete it during our internship. We feel that we achieved the intended expression in our designs and were very satisfied with the result.
PHOTOSHOOT
We wanted to incorporate our design drivers — Magical, Luxury, Feminine, Empowerment, and Unperfect — when planning our photoshoot. We reviewed many inspirational images from our moodboard and developed a clear vision for the shoot from there.
BRAND MATERIALS
Stickers
Business card
Postcards
THOUGHTS
DESIGN
We took inspiration in flowers. We wanted it to be positive feelings when you are looking at your jewelry pieces.
We wanted to keep it simple, but with details that makes the pieces unique.
PRICE
The prices are between 1200-2500 DKK on our 925 sterling silver products. We didn't want to make the prices seem to low, because of the storytelling you also buy into.
MATERIALS
We always thought it should be made in 925 sterling silver and 14 karat gold. One of our focuses in our business is sustainability. And therefore we want to make the designs in solid materials. We want the products to last generations.
FEEDBACK FROM OUR TARGET GROUP
REFLECTIONS
DESIGN
We used a lot of time in Rhino trying to make our wax designs. we didn't find a solutions on our problem on making a mirror effect. Next time, we have to make them by hand and accept and appreciate the small different details.
MATERIALS
We always intended for the our designs to be made in 925 sterling silver and 14 karat gold. We agreed not to use gold-plated silver, because we want it to be more luxury.
Furthermore, our choice of materiale - especially our decisions on our choice of solid gold was confirmed by the feedback from our target group.
PROTOTYPE
We had several considerations regarding our choice of the final models based on all our prototypes. However, after the feedback we received from our target group, it was easier to make the decision since there was an overall consensus on our final pieces.
PRICE
We increased the prices on our designs after we had the feedback from our target group. it was mentioned that the prices was a bit too low. Especially because it's not just a pieces of jewelry you get. you also get a feeling of acknowledge when you purchase our jewelry - and that's hard to put a price on.