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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

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Ask the designer – Laura Paananen: Responsible, high quality, and timeless jewelry

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.

 

The Sun Hoops are part of The Universe In You Collection designed by Maryam Razavi.

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

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Luv North handmade Jewelry worn by Finnish pop artist Antti Tuisku

Finnish pop artist Antti Tuisku wore Luv North handmade silver Hoops in the popular Live TV show The Voice of Finland. Behind Antti Tuisku’s style is talented and well-known stylist Vesa Silver.

 

The Sun earring in silver fitted perfectly to the attire. The story behind the earring also matched the mood and tune. It may not be apparent to the viewer but it does make a difference. There is a reason why exactly this earring was worn. The earring knows no boundaries and it can be worn by anyone. Because of the hoop it was possible to link it with Antti Tuisku’s plug jewelry”. Vesa Silver, stylist

 


The hand-made Sun Necklace and Hoops are designed by stylist and model
Maryam Razavi. The Universe In You collection is inspired by her grandmother’s sunburst mirror, which gave its shape to the collections’ first two pieces, The Sun necklaces, and The Sun Hoops. 

Luv North jewelry has been seen on the top of many Finnish actress celebrities but also in the music stars. Among familiar Finland faces, for example, actress Alina Tomnikov has dressed Luv North on a red carpet on a couple of premieres. The favorite TV host of Finland, Vappu Pimiä, wore a Luv North necklace in the closing ceremony of the popular TV program Maajussille Morsian in 2020. Super skilled actress Minka Kuustonen wore Luv North’s jewelry in the Suurmestari TV program in 2021. Pop artist Petra Gargano has seen Luv North’s jewelry on her social media and in the Finnish daily newspaper Iltalehti. Piritta Hagman starred as a tv host and the media person wore Luv North’s jewelry on Fit magazine covers.

Talking about magazines, Luv North jewelry has appeared in several Finnish media, such as Anna, Seura, and Me Naiset. If you looking for something stylish for the upcoming spring, you can always get pair of the Sun Hoops in silver from HERE.  

 

Photos: Antti Tuisku´s photos: The Voice of Finland / Nelonen / Saku Tiainen, the Hoops: Laura Paananen

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Luv North jewelry are created in collaboration with goldsmith Tero Hannonen

Each special story contains several narrators. The first voice in the story of Luv North jewelry belongs to the designer, after which the story continues in the hands of the jeweler.

 

High quality, domestic craftsmanship: We make some of our jewelry ourselves. Some are made in Alppila, Helsinki – at the workshop of goldsmith Tero Hannonen. Hannonen’s goldsmith’s company, which invests in high-quality handicrafts and design, has been operating for more than 15 years. Luv North’s designs take shape at Alppila’s workshop using a casting technology: 3D modeling is carried out on the basis of the designer’s sketch, after which the first prototypes are 3D-printed and casted into prototypes. 

The Universe In You Collection, our first design collaboration designed by Finnish stylist, model, author, and tv-hostess, Maryam Razavi.

Quality jewelry is always based on high-quality materials: Gold (14k)  and sterling silver (925) are not only durable but also recyclable virtually forever. Making jewelry by hand requires more diverse skills from the creator than what is commonly recognized. In addition to mastering creativity, eye and hand seamless coordination and fine motor skills, a skilled jeweler is also required to have knowledge of chemistry. A goldsmith mixes alloys from different metals and removes tarnish using chemistry and metallurgy. Importantly, every work step must respect the aesthetic nature of the jewelry.

The diversity of the work gives significance to Hannonen’s work: “Making handicraft jewelry involves versatile and creative problem-solving where you can immediately see the result of your work.”

The jewelry is polished, and finally, gilded.

However, the most rewarding thing for a craftsman is the positive feedback received from customers. Turning customers’ ideas into reality is one of the job’s the most rewarding aspects to Tero.

Cooperation with a skilled jeweler has been seamless. “We brought Tero an idea for The Sun pendant on checkered paper and shortly after we received 3D modeling of the gorgeous jewelry,” says Laura Paananen, founder of Luv North.

 

The Sun got its shape from our second designer Maryam Razavi’s memory of her grandmother’s old sunburst mirror, reminding her of her Iranian roots.

The artisan continues the story that the designer has started and eventually moves it on to the next narrator – the first new wearer of the jewelry. Find your piece of jewelry here: https://luvnorth.com/#/shop.

 

The Sun necklace available in silver and gold plated.

Text: Suvi Annola, photos: Laura Paananen

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Sustainable gifts for the luvliest from Luv North and Sulapac

Santa got you this, Santa got her that. But what would Santa give you on this holiday?

– Jewelry, which is made out of 80 % recycled silver and packed in a Sulapac jewelry box.

 

This special year we wanted to do something empowering with a local brand, that is like-minded and shares the same values as us; integrity, community, and respect for nature.  

 

Nature has always been close to the heart for the founders of Sulapac, Suvi Haimi and Laura Tirkkonen-Rajasalo, who started the company with one mission in mind: to save the world from plastic waste.

Sulapac’s jewelry packaging is completely biodegradable. This Finnish innovation accelerates the waste-free future with sustainable materials that are beautiful and functional. Like Nature. That is why it is a perfect match for sustainable and locally made Luv North jewelry.

 

“It is very important for us to work with Sulapac, because our values are common. The products of both companies are powered by Finnish nature”, says Laura Paananen, founder of Luv North. Besides respect for nature and strive for sustainability, Sulapac shares our emphasis on transparency and quality.

 

 

“By openly disclosing the material information and production process we help consumers make an informed decision when it comes to quality, environmental friendliness or ethical manufacture”, says Laura Paananen, Founder of Luv North.

This holiday we want to surprise our customers with a free gift: a set of Dot earrings packed in a biobased and compostable* Sulapac jewelry box.

During the third week of December, we will gift a pair of Dot earrings packed in a Sulapac box to the first thirty customers purchasing Luv North x Maryam Razavi The Sun necklace. (Link here)

 

As part of the collaboration, Sulapac will organize a giveaway (The Sun necklace in silver) among its Instagram followers. Guidelines for participation will be shared in a dedicated Instagram post. 

Check out Sulapac online to explore their story and products. (Link here)

*Industrially compostable according to EN 13432. Please check local recycling instructions.

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Designer Stories: Maryam Razavi

Luv North’s second Designer Story is about Maryam Razavi, Finnish stylist, model, author, and tv-hostess, who is known for her kindness and work ethics. Razavi’s first-ever jewelry design collaboration was launched in fall 2019, and the jewelry has already be seen in several Finnish magazines.

Razavi has Finnish-Iranian roots, which inspired her to look deeper into those fond memories from her childhood. “There’s so much beauty and inspiration everywhere. That’s why I always keep my eyes, ears, and heart open. The Universe In You Collection is inspired by my most personal memories of my family and Iranian roots. Being able to go back to my childhood through the jewelry I’ve designed instantly warms up my heart and brings a smile to my face”, explains Razavi.

The Universe In You collection is inspired by her grandmother’s sunburst mirror, which gave its shape to the collections’ first two pieces, The Sun necklaces. The story behind the name of the collection is simple: we have the whole universe within us. The universe reflects the idea that every one of us is enough just the way we are and everything is connected. Although the message of the collection has a personal meaning to Razavi, she highlights that anyone can relate to the values of family, roots, loyalty, sustainability, and the fact that everything is connected. Razavi sums up that “only by being kind to each other and the earth we will accomplish great things”.

The Universe In You Collection can be purchased HERE.