The amazing video was directed & produced by two young (20 years old) Norwegian talented directors Matias Rygh & Mathias Eriksen
“My work is very intuitive and most of it happens without me really knowing where it came from or how... This year’s collection is a lot more figurative and a lot of it comes from specific images of the Victorian era and its “Memento Mori” jewellery, there are also elements of surrealism and old fairy-tales. The surrealist aspect is present in the approach as much as in the actual imagery. It’s about defying conventions, finding the beauty in imperfection and creating something that not only looks good, but also resonates certain thoughts, emotions or even humor...” words by Bjørg for Yatzer
Bjørg was born on a dark winter-night in December 1966. She grew up in the arctic nature where the wild mountains meet the North Ice Ocean. With bright summer nights and winter days with darkness and colors of the Nordic light. She was gifted with an energetic family with open minds, and was the youngest of four children. She was always encouraged to enjoy her creativity and she had an endless line of projects like the rest of her family.
“At one stage I think my parents felt we were too much with all our activities, all happening in the tiny living-room. They converted a small bedroom into a timeout zone, for themselves. My big brother had a tiny room where he developed photos. I was always fascinated with the magic of a blank paper turning into a piece of art.”
At age seventeen Bjørg moved to Oslo and attended art school for one year. Between the age of eighteen to twenty-one she worked in the fashion industry and traveled the world.
“I have always loved to travel – and have taken the opportunity whenever possible.”
During all this year she loved making clothes. When she turned twenty-two she bought a knitting machine and started making her own line of clothing - and was soon exhibiting in galleries in Norway, Japan and Germany.
Three years later she moved to Copenhagen where she stayed for nine years. During these years she had her own studio/boutique on the North coast of Sjælland. She designed and produced home textiles, children clothing, accessories and jewellery. In 2001 she published the book “Seasons with children”.
“For me the process has always been the biggest joy - the playful phase where you don’t know where things will end - and you don’t really care about the result!”
In 2001 she moved to India with her family for three years. There she discovered the vibrant colors and mesmerizing beauty of majestic gems and natural stones.
“This revelation became my point of no return – l was absolutely hypnotized and it was a true gift to get the opportunity to play with such amazing material.”
She developed her very own style of jewellery with combinations that had no root in rights and wrongs. A new market emerged for “everyday use” and she managed to create a style that was innovative, raw and elegant at the same time.
“I was never fascinated by classical jewellery. There has to be a soul. I’ve always loved discovering odd pieces while traveling, which l could customize for my very own joy.”
Her first one-off pieces was sold directly to Liberty and Harvey Nichols in 2003. Jewellery making was now a full-time commitment. In 2004, after moving back home to Norway, the brand bjørg was a fact. Her first collection was released with great success - and her jewellery is now represented in more than 20 countries throughout the world.
“For me jewellery is a very intimate thing which reflects our passions and emotions. I believe we all need joy and some glitz in our lives, and l feel very privileged to have the opportunity to make a difference to other people by adding some sparkle to special occasions as well as those random days in between!”
Bjørg's flagship store / Königsallee 56 / 40212 Düsseldorf / GERMANY