The latest annual report for the fiscal year 2024/2025 shows that the company's turnover reached SEK 98.2 million. This represents a 4 percent increase compared to the previous year's SEK 94.1 million. Operating profit also turned from a loss of SEK 3.5 million to a profit of SEK 1.7 million.
Turnover in Sweden increased by 6 percent to SEK 93.9 million, from SEK 88.3 million previously. An increase was also seen in Norway, where sales grew by 31 percent to SEK 3.2 million.
However, sales in Finland fell by 33 percent to SEK 2.6 million, from SEK 3.9 million previously. An even greater decline was seen in the American market, where revenue decreased by 80 percent to SEK 62,200.
At the same time, sales to other countries increased by 61 percent to SEK 1.3 million.
Cut Ties with Partners
As inflation and interest rates fell during the year, the company noticed that customers were ready to shop again. Interest in gold products picked up, but soaring metal prices quickly became a challenge. Purchase prices skyrocketed and the company could not raise price tags to customers at the same rapid pace, which squeezed margins.
To keep costs under control, the company chose to terminate agreements with some partners and instead sought more cost-effective alternatives. At the same time, resources were allocated to upgrading the technology behind the scenes.
The e-commerce retailer invested in its business system and rolled out new features in the online store.
One of the successes of the year was a design collaboration with gardening profile Victoria Skoglund. The collection sold beyond expectations and gave sales an extra boost. Things also happened in the physical market, when the brand took a place with two new retailers in Spain and established sales at Arlanda Airport.
Will Sell Platinum and Move Office
Since the fiscal year closed, the company has made more decisions to meet the market. During the first quarter of 2026, the headquarters will be moved to a smaller and cheaper location.
As a response to the persistently high gold prices, the company will also launch platinum in parts of its range in the spring, as this is now a cheaper alternative to gold.
To build on the turnaround and get more out of its marketing budget, the company has also chosen to revise its work with profiles on social media.
New Strategy for Creators
For Efva Attling, working with marketing via influencers has been a challenge for some time. The platforms' algorithms have recently meant that a post on Instagram currently reaches just over 3 percent of an account's followers. The company realized that they were paying for an audience that they were not actually reaching.
The solution was to restructure the setup. Creators are now hired only to produce material, not to publish the content on their own accounts. The images and films are instead saved in an internal bank and then published as targeted advertisements in the brand's own channels.
We previously booked creators based on their reach and how well their followers matched the target group we wanted to reach. Now we book them based on what they can do. It's a completely different discussion, and it's easier to follow up on. We now see all campaigns in the same view, and that makes it easier to move the money where it does the most good, says Petra Dranger Jendermyr, Marketing Manager at Efva Attling.
Cut Costs and Increased Sales
The new approach has had an immediate effect. During the first six months of 2026, the e-commerce retailer's sales from social media increased by 108 percent compared to the same period last year. At the same time, the cost of reaching out decreased by 31 percent as the budget could be directed directly towards the target group.
The industry is still pricing influencer collaborations as media purchases. But we pay for a reach that doesn't exist. What we actually buy is production, says Mikael Bogg, CEO of RelaxAd, who has worked with the new setup.