Posted on

Luv North – Jewelery Care Guide

What kind of jewelry stands the test of time? A timeless design carries year after year, from everyday life to celebration and from one generation to the next.

A timeless jewelry also must stand the test of time in its more literal sense – everyday wear-resistant jewelry is high quality in material and designed for everyday use. A durable piece of jewelry respects the life around it. It can only be realized through ethics and ecology.

We want timelessness to be at the heart of Luv North. That is why our jewelry uses high-quality, durable and ethically produced, recycled materials that, when well cared for, can withstand everyday wear and tear and remain beautiful from year to year. You can find more information about the materials of your jewelry and their care instructions here.


14k solid gold is the match for an active lifestyle. It hardly scratches and doesn’t bend or wear as rapidly as 18k solid gold. Luv North gold jewelry is made from 100% recycled 14 carat gold. Gold jewelry charms not only their beauty but also their durability: gold jewelry does not oxidize or discolor and is more resistant to wear than gilded jewelry. You will find the 585 stamp on our gold jewelry.

  • Regularly clean your jewelry of accumulated grease and dirt.
  • For cleaning, you can use either cleaning cloths from gold shops or warm water and mild soap.
  • Polish the jewelry with a soft clean cloth.
  • Store your gold jewelry in a dry place.


Gold-plated silver jewelry is a more affordable alternative to genuine gold jewelry. However, unlike gold-colored metal jewelry, gold-plated silver can also be re-gilded as needed, allowing the jewelry to last virtually forever.

Our gold-plated silver jewelry is made from recycled 925 silver (min 80% recycled) and is gilded with 24 carat gold. Gilding is done in a safe (non-toxic) fashion. We use 2.0 microns thick plating over sterling silver. All of our 24k gold mint pieces are stamped with “925”. Jewelery gilding lasts for normal use, but in daily use, gilding eventually erodes due to abrasion from clothes and rubbing of the buckle and loops against each other. The speed at which the gold plating wears will depend for instance from skincare products used, level of perspiration and skin PH. This is why it is so important to take special care of your gilded jewelry.

  • When not in use, store gold-plated silver jewelry in a dry, airtight container.
  • Jewelry should also be removed before hand washing, showering or playing sports. This is the best way to avoid oxidation and tarnishing
  • Wear the jewelry only after you have added moisturizer, perfume and other cosmetics to your skin.
  • Clean the jewelry regularly with a cleaning cloth or mild soap and warm water. IMPORTANT: Gold-plated jewelry requires more care. Using your toothbrush very intensely may cause the gold plating to wear away, so it is very important that you do this process very carefully to avoid eroding the gold plating
  • If you want a new gilding of your Luv North jewelry, we can do it for you (contact:


Our 925-labeled Sterling silver jewelry is made of 92.5% silver and 7.25% copper. We only use recycled silver in our jewelry (min 80% recycled silver). Each silver producer and the origin of the supplier is verified.

One of the natural properties of silver is that it can change color or darken over time. Silver jewelry that has been well cared for, lasts a long time.

  • When not in use, store the silver jewelry in a dry, airtight container. Jewelry should be stored away from direct Sunlight and heat, in a protective (lined) jewelry box Luv North boxes are not made for airtight storage – tarnishing will occur over time.
  • The jewelry should also be removed before washing hands, showering or playing sports. This is the best way to avoid oxidation and tarnishing
  • Wear the jewelry after you have used a moisturizer, perfume and other cosmetics to your skin.
  • Clean the jewelry regularly with a cleaning cloth or mild soap and warm water. You can use a soft children’s toothbrush for cleaning.

Text: Suvi Annola, Photos: Mikael Kuitunen

Posted on

Christmas’s most magical gifts – Luv North x The Folks Hotel

Whatever our loved ones deserve – even the moon.

How to express the importance of loved ones, especially now when we have an abundance of material possessions? 

The most loved gifts stand the test of time and are never forgotten. The best ones travel with us throughout our entire lives. For that reason, we decided to combine timeless beauty and unforgettable experiences to this year’s gift ideas in collaboration with the Folks Hotel

The Folks Hotel Konepaja offers gift cards to a staycation in an urban Helsinki milieu. The Folks Hotel concept combines luxury with the convenience of a hostel.  “We see ourselves as an urban lifestyle hotel that has people at the core. We frequently receive positive feedback about the homeliness of our hotel but our customers are also thankful for offering inspiration to the mundane routines of daily life.” says the CEO of Folks Hotels Oy: Aki Keskitalo

The collaboration between Luv North and the Folks Hotel is founded on a mutual value base that combines Nordic values, ecology, and wellbeing. Both offer their customers first-rate quality products without compromising on sustainability. 

“In addition to the shared values, it brings me a lot of joy to see that the Folks is supporting domestic small entrepreneurs – for instance, they have opted for various Finnish ceramics and arts in their interior design. The hotel architecture is spectacularly designed to delight every aesthetic person’s mind and heart” says Laura Paananen from Luv North. 

“We see Luv North’s and the Folks Hotel Konepaja’s customers valuing individuality and experiences as well as sustainability, whether they are something you wear or live”. Aki Keskitalo concludes.

The Moon Hoops

The Folks Hotel offers gift cards with custom value and different gift card packages. To celebrate Christmas the selection includes Luv North’s and the Folks Hotel’s collaborative gift card (HERE), which includes accommodation in the Superior class incl. buffet breakfast for two in the praised restaurant Albina and one gilded The Moon necklace designed by Maryam Razavi

The Moon Necklace in gold


Text: Suvi Annola, Photos: Laura Iikkanen and Laura Paananen

Posted on

Ask the Designer – Maryam Razavi: What makes jewelry so meaningful for me

This spring, we complemented the Maryam Razavi’s stunning The Universe In You collection with The Hoops earrings. Inspiring fashion expert Maryam – model, stylist, presenter, and designer – sat with us to discuss what jewelry trends will look like in 2021.

What kind of Jewelry trends are you enthusiastic about in 2021?

In the Corona year, I have thrown the trends in the trash and set off more about what I feel is wonderful and empowering. It is crucial to me that clothes and the accessories I wear are the ones that make me feel good and through which I can be more connected to myself.


How do you connect Jewelry to different situations?

I love jewelry, and I am the kind of person who even sleeps with jewelry! I do not have separate casual or party jewelry, I want my jewelry to fit every situation. Even delicate jewelry can be spectacular and perfect for parties, and yet appropriate in cocktail events. My style is relatively carefree, and I tend to adjust my style quickly with accessories – for example, by switching to heels, I can easily shift from one mood to another.

How do you make designed pendants and rings work with different outfits?

Because The Sun pendant and earrings are so graceful, they easily match with different styles and other jewelry. I love layering different jewelry in the same outfit and indeed, I am pretty open-minded about combining jewelry. I can wear for example diamond or pearl jewelry and complement them with other types of jewelry.

What do you think fashion will look like in the near future?

Based on the fashion weeks, the jewelry is trending towards larger pieces on the other hand but also in a more elegant direction. Generally, on trends, there are a lot of translucent, fringes, and beautiful silhouettes. The earthy tones accentuate the colors along with the neon colors. I think many of us have a desire to bloom again after a year spent mostly at home due to Corona.

What does Jewelry mean for you? 

Jewelry means a lot to me. Jewelry is somehow magical – like amulets – and I want the jewelry to always go with me. Jewelry creates meaning through the story it represents. At its best, jewelry has tremendous power: they empower, reminds you about your worth and cultivates your graceful and elegant presence.


Text: Suvi Annola and photos: Laura Paananen