[Not yet launched in Japan] Designer Tom Wood's Jewelry Brand “Josephine Studio”

The most impressive brand I encountered during my recent participation in Norway's fashion festival "Oslo Runway" was "Josephine Studio."

The designs, featuring organic lines that weave together softness and strength, embody a minimalist yet impactful presence. They offer two lines: fine jewelry made from 18-karat gold and a more accessible range in sterling silver, available in specialty stores across the Nordic countries.

Co-founders Sarah Herland and Camilla Johnsen are approachable and strong-willed women, much like their jewelry. The two met at "Tom Wood" and later established "Josephine Studio."

This time, I had the opportunity to discuss in detail the brand's inception, design, and production process with Camilla Johnsen.

When Two People Meet at Tom Wood: A Fusion of History & Modernity

Could you tell us about how you two met and the journey that led to the establishment of "Josephine Studio"?

We met while working at the Norwegian jewelry brand "Tom Wood," discovering a shared vision to create timeless jewelry that reflects individual stories and personalities. After leaving the company, we reconnected, began planning in October 2022, established the company the following month, and launched our first collection in spring 2024.

At Josephine Studio, we are committed to uncompromised design and quality, producing jewelry that embodies both beauty and meaning, drawing from the backgrounds of Sarah Herland and myself.

What were the most important lessons learned at Tom Wood? How do you apply them at "Josephine Studio"?

My time at "Tom Wood" taught me that building a successful brand requires hard work, bold decisions, and quick actions to maintain competitiveness.
This experience has provided significant advantages in production and development.

One of the key lessons is to have the courage to take risks, even in the face of potential failure. I believe that what is important is the ability to execute ideas and see them through to the end.

It is mentioned on the official website that the Empress Joséphine de Beauharnais, Napoleon's wife, serves as an inspiration for your creations. How is this reflected in your designs?

In an industry often burdened by stress, pressure, and perfectionism, I wanted to create pieces that incorporate playfulness and are uncompromising in nature.

Our inspiration, Joséphine, was a pioneer known for her rebellious spirit and indomitable attitude. She lived boldly without compromise, and that fearless approach defines Joséphine.

The initial main collections, “The Rose” and “The Thorn,” were inspired by Joséphine's love for roses and her fearless actions. While Napoleon was away, she created a garden of over 250 varieties of roses at the Château de Malmaison.

The bestselling rings “Rose Ring” and “Thorn Ring Triple” reflect this legacy. Roses symbolize love, beauty, and desire, deeply rooted in society. Their protective thorns remind us that imperfections and complexities are essential in life, embodying diversity and resilience.

Reflections of Individuality

You have a strong commitment to quality. Could you also share about the production process?

Our jewelry is based on traditional industrial design processes, with everything designed in 3D, 3D printed for user testing, and refined based on feedback. The process begins with ideas and sketches. Sarah uses 3D design tools to evaluate the pieces from all angles, adjusting details that cannot be achieved through flat designs.

Once the digital version is completed, we 3D print a physical prototype to check how it looks and feels when worn.

At this stage, we gather feedback and refine the design. We repeat this process as necessary. The end result is a piece where shape and function are carefully considered.

Next is the actual production. We are partnering with a factory in Bangkok to carry out goldsmithing.

Jewelry making involves a lot of manual labor. While machines may be used, everything is ultimately done by hand. Creating high-quality, durable, and intricate jewelry requires perfection and experience.

Products go through several processes, including casting, polishing, stone setting, finishing, and coating. The more complex the design, the more steps are required. Every design embodies exceptional craftsmanship.

Is the production a collaborative effort between the two of you, or do you divide the roles?

Our collaboration is very fluid, with both of us contributing at each stage. Sarah leads the design and brand direction, while I focus more on development and strategy, but we always make decisions together. We share ideas and ensure that the design reflects both perspectives.

What does 'jewelry' mean to both of you?

Jewelry is a special presence for us, beyond being just an accessory. It expresses individuality, tells stories of our lives, and celebrates important moments. Eventually, we believe it becomes a family heirloom, holding cherished memories.

That's why we strive to create jewelry that embodies both beauty and emotion. It reflects the personality of the wearer, carrying a unique significance for each individual.

A New Form of Jewelry Woven from Nordic & Japanese Aesthetics

I hear from Nordic designers that there is a shared aesthetic sensibility between Japan and the Nordic countries. What are your thoughts on this? What is your impression of the Japanese market?

I believe that Japanese and Scandinavian cultures share an appreciation for simplicity, modesty, and craftsmanship. That may be what connects us.

We have great respect for Japan's attention to detail and craftsmanship, and we aim to reflect that spirit in our jewelry. For example, we use Japanese-made cord, and we love its rich history.

I have not visited Japan since becoming an adult, but I plan to explore Tokyo in late November, conducting research in the retail industry while wandering the city. I am very excited to experience Japan's rich history, culture, and food, and to interact with its people.

Of course, I'm also looking forward to seeing how our jewelry is received by the Japanese people!

Finally, please share your vision for the future.

We haven’t definitively outlined the future path for “Josephine Studio.”

What is certain is that we want to continue creating what we love. We aim to boldly reinvest the profits from our growth into new daring projects and pursue further possibilities.