When I was 21 in 2016, I started designing clothing for trendday.dk, getting my ideas from the street scenes around me. It took off and suddenly our private label / own brand accounted for over 80% of revenue each month.

In late 2017, I decided to expand with a jewelry collection. To my great surprise, the jewelry world and the clothing industry were by no means the same.

I designed a jewelry collection where I had opted for a lot of colors that I had seen in the fashion week that summer, but my focus and flair was on the clothes, the colors and the different prints. It was actually reflected completely wrong in the first collection and it did NOT go well. I put my head down and thought a lot about my own personal style! It dawned on me that I do not go with sparkling jewelry myself, but that I go for the timeless, romantic and raw expression! So I should probably simplify my jewelry a bit.

The next collection I made for Trendday which was inspired by my dear mother. I developed 3 different personal Dagmar crosses, each with its own story and print. As well as 2 limited collections which were sold out in no time!

All of this helped me launch the ‘Panser collection’ in 2018, which has been best-selling for a long time. It has an edge, and gives any outfit a personal look as you can style the chains easily together.

Soon I have 3 new chain collections on the way and I look forward to sharing them with you!

Love,

Camilla