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5 Minutes With... Bow Label

by Emma Foreman

Bow Label is a Stockholm-based jewellery brand. Through a mix of minimalistic but eye-catching pieces, the brand offers a modern perspective on accessorizing focused on personal style. We spoke to the designers Sophie Antonsson and Josefin Bakos De Geer to find out what makes them tick.

How did Bow Label begin?

We come from quite different backgrounds, which has been a huge asset for us. Josefin has a background in fashion and portrait photography and Sophie started off in fashion buying but has worked with jewellery in both Stockholm and London for about 8 years before launching Bow Label. 

We actually started talking more about what the feeling of a piece of jewellery should be and how it should be communicated. We felt that it should have a story or a purpose behind it and we wanted the entire brand to include a cultural and social history that the jewellery carries. We then discussed the aesthetics and shapes that we like and from there the key motifs started taking shape.

Have you always been interested in fashion?

We’ve always been interested in the creative, but jewellery and design more than fashion. We look for shapes and for new ways of wearing a classic piece.

What have been the highest and lowest points on your journey so far?  

We only launched 8 months ago, but we’ve had such amazing media coverage. Swedish Plaza magazine named us as one of the 10 most influential new comers on the market 2016 and we’ve been featured in several nationalities of ELLE magazine. We had a few issues with finding the right producer at the earlier stages. It was stressful, especially when you are working with something that isn’t launched or official yet and you don’t have the feedback from the consumer to bounce back on.

What was the inspiration behind your latest collection?

It’s counter weights and contrasts. A few items are built on the inspiration for our first collection; self-protection and historical weapons.

Do you ever struggle to stay inspired?

No, not so far!

Where is your go-to meeting spot?

We normally work at each other’s houses. Whenever there is something to discuss that doesn’t require a computer we try to go for walks or stay outdoors in some way. We also like Taverna Brillo in Stockholm as they have the best coffee and we always bump in to a friend. It’s a great way of getting some work done and being social at the same time.

How would you describe your customer base?

It’s quite wide as most of the pieces in our collection are designed so that you should be able to wear our pieces no matter what style you have – you, yourself just change the way you wear the piece for a more edgy or classic look. We have customers in all ages and with all different styles. We love that!

Is there anyone you would love to see wearing your designs?

We would be super honoured if someone like Vivienne Westwood or Patti Smith would find our brand and like it, as they are such icons and big inspirations for us. But to be honest it’s such an amazing feeling to see anyone in your own design!

What are the morals you run your brand by?

As sustainable as we possibly can be, and of course we need to be able to stand by everything that we sell and communicate.

Do you have a mentor?

Yes we both have individual mentors and one that we see together. She’s amazing and helps us stay on track!

What apps keep you sane?

Neither one of us are that tech savvy... So I think Spotify and Storytel. Sorry not that exciting!

If you could only wear one piece from your collection, what would it be and why?

Sophie – Épée pinky ring, Jos – 90’s chain!

What’s the biggest style mistake you’ve ever made?  

During early 2000 we had the same kind of horrific party style. Colourful shiny spaghetti-strap-tops and huge Swarovski crosses with matching earrings...

Is there another designer whose work you particularly admire? 

We love Wales Bonner and the way she is blurring the lines between men’s and women’s fashion.

What’s the best piece of advice you’ve ever been given?

Make a business plan.

What drew you to Wolf & Badger?

We love the concept of new and upcoming designers in one spot. We’ve followed other brands and we think W&B has been such a great platform to develop and grow organically with.

Where do you see the brand in 5 years?

We will be selling worldwide and will hopefully have a bigger team with lots of talented people coming together and creating great jewellery that tells a great story.