Johanna Pietsch CEO Engelbert.

Describe your design in three words.
“Timeless, beautiful and danceable. Our designer Thomas Carlsson looks upon jewellery design almost as architecture. ’It has to be beautiful from all angles’, he says.”

What’s your style philosophy.
“Don’t copy. Find your own style. Invest. Buy few really good pieces of everything, clothes, jewellery, handbags or furniture and let it age with you. At least the jewellery. Let it become your ’costume’. Look at Karl Lagerfeld.”

Where did the initial concept from your brand come from?
“As a fourth generation jewellery house it has boiled down to ’quality’. Our range of jewellery is wide as we not only create fine jewellery but also diamond rings for weddings and engagements. But concept wise it is all about quality. Quality in our choice of diamonds, choice of suppliers, handcraft and design. In Sweden we don’t have many competitors on this level combining in-house design, handcraft and high quality.”

What’s your label’s signature pieces?
“Our Absolutely Knot collection is outstanding. Perfect in its design och such an interesting range of both looks and prices. Next is the bracelet Manhattan from our new collection New York 66. It will be a success, I’m quite sure.”

Going forward, what direction will the brand take?
“We will continue supplying wedding- and engagement rings to all loving couples with good taste in Sweden. For our fine jewellery section we are looking to expand outside of Sweden. We hope to find retailers in Copenhagen, London and New York as our next step.”

Who are your style icons?
“I think unique people that don’t follow trends are interesting. Madonna was unique in her youth. Bianca Jagger is amazing, I mean, did she ever go wrong?”

Which living person do you most admire, and why?
“I don’t know. I tend to not put people on pedestals. I look up to all people working hard, being honest and good to other people.”


See Engelbert’s SS17 collection here.