View Slideshow

Stockholm-based designer Efva Attling made her U.S. debut this month, opening her first freestanding store in New York’s Meatpacking District on Little West 12th Street.

This story first appeared in the October 24, 2011 issue of WWD.  Subscribe Today.

Her jewelry line, launched 12 years ago, has grown to include wedding rings, timepieces, clutches, glassware and eyewear. It sells at more than 150 retailers worldwide but this is the first time Attling’s pieces have been available in the U.S.

“I call my jewelry ‘beauty with a thought,’” said Attling, whose pieces are engraved with inspirational phrases. “In our busy world full of stress, my jewelry can add a sense of happiness to the lives of my customers.”

In her native Sweden, Attling was a model, pop star, TV personality and fashion editor before tackling design. She creates her line from materials including sterling silver, gold, rock crystal, pyrite and rose quartz. “I believe that those who wear my jewelry can be stylish, beautiful and inspired all at once.”

Sterling silver pieces start at just less than $100 and go up to $945, and 18-karat gold, made-to order and bridal pieces range from $470 to nearly $16,000.

View Slideshow