THE HIDDEN SIDE OF DESIGNERS 

- how they started, how they work and what makes them successful -

The world of jewellery goes far beyond the beautiful pieces displayed on the shelves. The process begins when the designers get inspired and choose the right materials that'll bring to life what's on their minds.

The personal attention and love that designers and artisans infuse into their work are evident in the masterpieces they create.

There are many reasons why handmade jewellery is more of an investment than pieces that are mass produced, so I'll break that down for you!

The project "The Hidden Side of Designers" was built to introduce you to the amazing designers that myJoy Boutique works with.

Meet Anja Dige, from Denmark!

When did you realise that you wanted to be a designer?

I have always been a “visual” person and had great passion for designing and creating with my hands since I was a little kid. For me it was enough to have a piece of paper and a pencil to be happy and I could spend hours drawing and colouring. I was living in my own little creative world.

Later on, I started to try to build things, using LEGO bricks and also other materials. I was secretly going to my father’s workshop and use all the tools to build what I was imagining in my mind that could make my life easier or more interesting.

Years later, after finishing college in Denmark, I was very excited to move to Milan and study fashion and design.

How did you get started and what was the biggest obstacle you overcame?

After I got the tools and insight to the fashion industry from my education and work experience in Italy, I did not think twice about returning home to Denmark to start my own brand in Copenhagen in the beginning of 2006. Becoming an entrepreneur was quite natural to me as both my parents are entrepreneurs and have always had their own business. They were therefore probably my greatest inspiration for starting out on my own.

My biggest obstacle in the beginning was probably the administrative part of running a business. How to do bookkeeping, financial statements and using accounting programs. Most people probably just hire an expert, but I wanted to understand it all and learn how to do it myself. Therefore, I took some courses and learned to do it. I am glad I did because today I value having insights to all aspects of running a business.

How do you deal with all ethical and sustainable aspects of the business and how are the suppliers sourced?

I do not only love and find inspiration in the nature - I also admire and respect nature. My jewelleries are therefore sustainably sourced and manufactured to highly ethical standards with a focus on treating workers and the environment as best as possible. My committed approach to ensuring a sustainable future touches several aspects of the business:

Ethical and sustainable sourcing: The metals, crystals and stones used for the jewelleries are sustainably and ethically sourced from trusted and carefully selected suppliers located within the EU

Sustainable manufacturing: Every jewellery is designed and handcrafted in Denmark to reduce our carbon footprint

Eco-friendly materials: The packaging is free of plastic and made mainly from eco-friendly materials, so are our cards and paper products

Recycling: Metal and paper scrap, tools, packaging, and shipping materials are recycled wherever possible

Reduced energy and water consumption: Energy and water efficient practices are used in the office

What do you understand as success?

I believe success can be defined in many ways. One way I see success, is doing what you love and being authentic whilst you do it. We all require meaning in our life and I believe you are successful when you have found that purpose and commit your life to it.

Where do you find inspiration to design your pieces?

I find great inspiration in nature which is very much reflected in my designs that are often made with delicate butterflies, dragonflies and leaves with colorful Swarovski crystals.

What is your working day like?

For me it’s important to try and keep a healthy work-life balance. In many countries there seems to be an awful contest, between employees, over who can work the longest hours. It is not like that in Denmark. We like to get down with business during work hours and then get the hell out of the office around 4-5 pm. It’s not always possible but in general I make it a priority to keep a healthy work-life balance, where I make time, not only for my family and friends, but also myself... and I remember to enjoy the good things in life, that’s very important for me in order to stay motivated.

What kind of energy do you want your jewellery to convey to the customers?

Especially the dragonfly is a great inspiration to me and I often use it in my designs. Not only because of it’s beauty but also because of it’s wonderful symbolism of joy, change and strength. Wearing a dragonfly jewellery piece can therefore be a reminder to bring joy into our lives and to embrace the changes needed in order to reach our dreams and goals in life.

What is your favorite piece of jewellery and what story does it tell?

My favorite piece of jewellery is a tiny little ring decorated with a delicate red stone heart - made for a little girl. My grandmother bought this ring on her first vacation abroad for my mother many years ago. It is a piece of jewellery, so full of soul and history, which I will never be able to buy for money. When I was a little girl, my mother passed the ring on to me. Today it reminds me of never stop exploring and remember to enjoy the good things in life.

What is the overall signature style of the brand?

I design unique, handmade, and nature-inspired jewellery that is created with a fairy tale touch of sparkling Swarovski crystals and freshwater pearls, decorated with delicate dragonflies, butterflies and leaves. I aim to design and create jewellery that highlight a woman's individual style and encourage her self-expression.

It’s a huge honour to have such a beautiful and meaningful collection from Dige Designs as part of my portfolio. Thank you, Anja!

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