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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.


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Pure recycled materials, Finnish design and handicraft: this is how our jewels are made

There is a focused but warm atmosphere at the factory. Sudden knocks of the hammer interrupted by a whirr of the drill. Blue sunlight flickering through the window. Pieces of noble metal on the strong dark wooden table. Laura is working on a new jewel with her dad. A couple of questions with their answers. Every now and then burst of laughter. This is the kind of precious father-daughter time many people can only dream of. And this is the kind of atmosphere in which every Luv North jewel starts to take shape.

The path of a jewel from an idea to you is special and so, we want to share it with you. We also want to be open about how we in Luv North value high quality materials and a transparent sustainable manufacturing process.
Thus, the story of every jewel ever made starts from the materials. In Luv North we use only pure 14k gold which is 100% recycled., Also our silver is 92,5% pure and 80% recycled. 92,5% silver is commonly used in jewels, because 100% silver would be too soft. The 7,5% of silver jewels is made of coppar, which is stronger than silver. We use gold and silver because they are some of the most sustainable materials in the world and, thus, most suitable for recycling. Besides, they are beautiful. We don’t use any other metals in our jewellery to make them last time and be safe for users with nickel or other allergies. This why you can be sure your Luv North jewel is environmental friendly, safe, pure and no kind of gilded bauble.

The first phase of bringing the medals to life is to cut them. At this point, Laura takes the materials to her hometown to her dad, who has a carpenter background and who has all the skills to treat the metal as strongly but gently and carefully as it has to be treated. After cutting the plates, Laura’s dad stamps the jewel and then punches them if needed. Every jewel that weighs over 15 grams has to be stamped and this you can see in your jewel in for of the letters LUV. After the letters, the numbers tell you what is the percentage of gold or silver in the jewel.

To Laura, the founder of Luv North, it is really important, that her father works with her with the jewels. It makes the process special, when it is not just anybody producing the jewellery. It is also important, that the everything is 100% handmade.

The last phase in the process is to polish the jewel, perfect the surface, take out all the edges or other marks the cutting has caused. This is done either with sandpaper or a fine. Then the jewel is connected to a chain with handmade links between the chain and the jewel and the chain and the lock.

Now the jewel is ready and shining bright. To finish the process, the jewel is packed in a beautiful box to protect it on its journey to you before your shared story begins. The box itself is a masterpiece and works brilliantly to decorating your room or keeping your Luv North or other jewellery at one place or safe during the night.

Good luck and happiness with your work and all other activities too!

Did you find this information of your jewel delighting?

Photos: Bettina Lamspringe


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LUV NORTH custom made jewelry worn by Finnish actress Alina Tomnikov

LUV NORTH designed custom made jewelry for Finnish actress Alina Tomnikov for the premiere of family film Rölli in which she starred as Milli Menninkäinen and Usvasaaren neito. Finnish press, including ANNA, Me Naiset, Seiska and Iltalehti, noted Alina in the premieres of Rölli and Pahan Kukat and interviewed her about the upcoming projects.

Continue reading LUV NORTH custom made jewelry worn by Finnish actress Alina Tomnikov

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The Story behind the Story Collection

Nowadays, saying someone the three words (and we don’t mean “food is ready”) has encountered inflation. People are not allowed to feel real emotions and when they do, they are too scared/don’t know how to show and share them. We are on a mission to change that.


The brainstorming for the jewelry line started after our designer had encountered numerous mother’s that were longing after a piece of jewelry that they would be able to pass on to their children. Although the mothers were all different from each other, what they had in common was the love they had for their children. The first design, the double coined Mom Story Necklace, is originally a maternity necklace that has two LUV-coins in a silver chain. One bigger to represent the mother, and one smaller to represent the child. The idea is that the mother receives the necklace after the child is born, and carries it until the child is old enough to wear the smaller coin in his neck. All the coins can be engraved to add personality in them.


After the first piece was designed, we decided to take this thinking a bit further, and the Story necklace was born. This necklace represents everything you are and want to be. This is a love letter to yourself. You have made it this far despite all the dark waters. You are here now to make the rest of your days the best of your days. No mountain is too high to conquer, no crack in the pavement is too grand to jump over. This necklace is there to remind you that you should love yourself as you are.