Design of a very Norwegian jewellery collection

Abstract

A study into cultural identity, cultural communication and branding within the jewellery design sector. This paper aims to garner an understanding of what it is to be Norwegian, what are the identifiers of the nation, what are the behavioural quirks and consumer trends? How can these ideas be communicated into a jewellery collection? Readings are presented focussed around how people perceive products, the thought processes we all go through when we assess a product, how can I use it, what does it say about my culture, what does it say about me, and ultimately do I like it? The experience of buying, using and living with a product is considered and explored as a narrative tool to build experiences that have synergy with the subject matter of the paper and the brand for which the collection is designed. The paper concludes in the design and development of a women’s jewellery collection for the fashion brand Moods of Norway. The jewellery is manufactured in Silver and Gold with surfaces that are, “Furet og værbitt, thus is the country characterised in the national anthem.” (Busck, Arnold. 1995)