Behind every great story is the meaningful and inspirational path. We caught up with the founder Laura Paananen in her Helsinki home to hear about the secrets of Luv North and hear more stories behind everyday luxury goods.
What is the most important message of Luv North jewelry?
We strongly believe that jewelry is not just a celebration, but every day, every moment – and above all, for everyone. We want to design modern jewelry that allows anyone, regardless of gender, to easily express themselves in their daily lives. We want our jewelry to last a long time and not age after one season.
How is Luv North different from other fashion influences?
We want our brand to be communal and interactive. The first collaborative collections were designed with Maryam Razavi in 2019 and we also want to make interesting designers known through our brand and jewelry.
Interactivity and community also mean that our brand focuses not only on our designers but also on our customers and the community that follows us: we involve our followers in social media channels, for example in the design and product development of future collections, and market our jewelry through the popular brand ambassador program.
On the other hand, we want our customer service to be as accessible as possible and therefore our customer service can be approached not only by traditional e-mail but also by private messages on Facebook and Instagram.
What is your biggest source of inspiration when designing jewelry?
I draw inspiration for our jewelry above all from nature – near and far. Luv North has its roots deep in Savo, in the middle of forests and lakes. On the one hand, we are inspired by the national landscape of Lapland, on the other hand, by urban and maritime Helsinki. Nature conservation and the principles of sustainable development are important to us and we want them to play a central role in everything we do. For example, we take these principles into account in all our raw material choices and strive to find the producers of our jewelry materials as close as possible and produced them as responsibly as possible.
What makes Luv North jewelry high quality and responsible?
Our jewelry can be used with a clear conscience, as all our jewelry is designed, manufactured, and packaged in Finland. Our jewelry is handmade both in Vallila, Helsinki, and in the heart of Savo in Suonenjoki, with my father.
We ensure the transparency of the jewelry production process from product materials to all stages of the production chain. We know the origins of the materials of all our products already at the jewelry design stage and we know all our partners well.
I initially did not think that I am building a particularly responsible brand, but now I can say that we have it. In responsibility, we want to get better every day.
What motivated you to work as a jewelry entrepreneur? How do you feel proud?
Luv North is a young jewelry brand as we will soon be only six years old. In six years, however, there has been a lot of growth. A month ago, Fashion Finland – one of the longest-running fashion industry communities – highlighted Luv North as the future gold grain of jewelry alongside a few other jewelry brands (link to the article). This and many of our other jewelry First Steps motivated me to continue with the story of Luv North. I hope that one day we could become a strong Nordic jewelry design brand.
Text: Suvi Annola, photos: Nikita Tikka and Laura Paananen