The company, headquartered in Gothenburg, specializes in self-designed titanium earrings with a distinctive flat back. The concept is based on offering hypoallergenic jewelry that can be worn around the clock, during both sleep and exercise.
The company was founded and is run by CEO Marie Josefine Helenius. She explains the background to the niche:
My vision is simple: to create earrings that are as beautiful as they are comfortable. Each design is carefully crafted, in hypoallergenic titanium and with a flat back that allows you to wear them around the clock.
Strong Turnover Increase
The recently approved annual report for the past year shows that the company's strategy is bearing fruit. Net sales increased to SEK 5.4 million, compared to SEK 3.3 million in the previous year. This corresponds to a growth of 64 percent.
According to the company, the increase in sales is mainly a result of expanded marketing efforts and broadened sales channels.
Opens Physical Piercing Studio
A central step in the company's expansion was taken in November 2025, when it expanded e-commerce by opening its first physical store and piercing studio in central Gothenburg. The store is located near Domkyrkan and complements e-commerce with both sales, piercing services and the possibility for customers to pick up their orders.
Investments Weigh on Results
The rapid growth and establishment of the new store have led to increased costs. Operating profit for the year amounted to SEK 4,711, and profit after tax amounted to SEK -92,487.
The board of directors notes that the negative result is a direct reflection of this year's strategic investments. In addition to store establishment and marketing, the company has also invested in its organization and recruited to strengthen the workforce for continued growth. In 2025, the average number of employees was 3.