Josephine Skriver: "It was never about following a trend."

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Few Danes have left a mark on the global fashion industry quite like Josephine Skriver. After more than a decade on the world’s leading runways, campaigns for some of luxury fashion’s most recognised houses and an audience of more than eight million on Instagram, she has established herself as one of Denmark’s most internationally recognised names.

During Copenhagen Fashion Week, dontt.dk met Skriver at The Jewellery Room’s showroom in central Copenhagen, where she joined founders Pernille Møbjerg Knudsen and Charlotte Møbjerg Ansel-Henry to discuss the story behind Josephine Skriver Jewelry, their first collaboration, launched earlier this year.

"It never felt like just another collaboration"

There was a palpable sense of energy inside The Jewellery Room’s showroom in central Copenhagen, where conversations moved effortlessly between the collection, the creative process and the moodboards that helped shape it.

Josephine, Why was The Jewellery Room the right partner for your first jewellery collection?

“For me, it really came down to the people. Sometimes you meet someone and there’s just an immediate connection. I could feel Pernille and Charlotte’s passion from the very beginning, and I already knew how talented they were.

What became clear very quickly was that we shared the same values and the same vision for what this collaboration should be.

We agreed that the jewellery should have character and presence, but it should never be driven by trends. We wanted to create pieces people would wear for years, not something that only feels relevant for a single season. The whole process felt incredibly natural and genuine, and I think that’s reflected in what we’ve created together.

I’m genuinely proud of the collection and I wear the pieces every single day. The result is even better than I ever imagined it could be, and I hope other people will find the same joy in wearing them that I do.”

The collaboration wasn't born out of a marketing strategy

Pernille & Charlotte, What was it about Josephine that made you know she was the right person to create a collection with?

Charlotte:
“We were introduced through a mutual connection, but from that point on, everything moved quite quickly. Just as Josephine said, it all felt very natural from our very first meeting, and we genuinely enjoyed working together throughout the entire process. I think the best collaborations happen when there’s a real connection from the beginning, and that’s exactly what we had.”

Pernille:
“This collaboration didn’t come from a marketing strategy or a plan to work with a well-known profile. It came from a genuine sense that it simply made sense. The Jewellery Room has always been about supporting passionate, talented women who have something meaningful to say and who work hard for what they believe in. Josephine embodied everything we stand for.

Even though the collaboration came together quickly, the process was never rushed. Quite the opposite. We took the time it needed, paid attention to every detail, and were incredibly thorough throughout.”

Explore the full collection here.

Charlotte & Josephine, What have you learned from each other throughout this process?

Charlotte:
“I’ve learned just how far you can get by trusting your instincts. When that’s combined with mutual respect – for each other’s perspectives, strengths and the different roles everyone brings to the table – it creates a very special kind of creative process.”

Josephine:
“I completely agree. I’ve honestly never felt this creative before, and I’ve never experienced this level of trust in a collaboration. It really felt like every idea was welcome.

A good example is the hidden details throughout the collection. Every ring has a coloured gemstone on the inside, and together they form a rainbow. To me, they represent the little spark that lives inside all of us, but they’re also a subtle tribute to my own family – what we call a rainbow family in Denmark. Growing up in that environment has shaped who I am in so many ways, and it was important for me that this story became part of the collection as well. Those kinds of conversations require trust, and that’s something I’ve appreciated more than anything throughout this entire process.”

As we sit here in your beautiful showroom and boutique on Bredgade in Copenhagen, where is The Jewellery Room as a brand today?

Pernille:

“We’re constantly evolving and scaling the business. Over the past few years, we’ve placed an increasing focus on international markets, and we’re now seeing real momentum beyond Denmark. Today, we see The Jewellery Room as an established brand in its own right, and that fits naturally with a collaboration like this.

Buying jewellery is ultimately about trust. That’s why we invest so much in the experience we offer our customers – from personal guidance and confidence to the careful curation that sits at the heart of The Jewellery Room. Our ambition has always been to create a platform where the world’s most talented independent jewellery designers can connect with customers across the globe, and that’s a mission we continue to pursue every day.”