The story of the Yukinor jewellery brand started with a simple idea:

 "Personal experiences and adventures, especially shared ones, create the most precious and best memories that last for a lifetime."

 Yukinor was founded by Maria, a 40-year-old entrepreneur from Jyväskylä, Finland. Her family has a strong history of entrepreneurship and little by little the idea of ​​starting her own company grew stronger in the background. Maria has always loved crafts and beautiful things, but she never guessed that they would lead her to design Yukinor earrings - partners for your future adventures and favorite memories.

Idea

There is an interesting story behind the unique visual style of the Yukinor brand. Maria used to work in the restaurant business, but at some point she wanted a change in working life. Maria wanted to work for a company that combines the feelings of positivity with the simple but powerful idea of ​​memorable adventures that she also loves. Like all new things in life, they can be scary, and jumping into the entrepreneur life certainly was. After considering several "brilliant" business ideas, Maria looked at her earring collection at home and wondered if this could combine her interests and her new profession.

Maria knew from the beginning that running a successful earring brand needs an efficient team in the background. That's why the Yukinor design team was formed, close family members were invited. The team researched different jewelry materials and designed a large number of different earrings. It was a necessary lesson on the journey to discovering their unique earring design. Then they stopped.

Brand

They started again with a blank slate, deciding to do things differently this time. Instead of designing earrings, they went back to the original idea from which the whole project started, shared adventures and memories as the basis of the brand. The visual base of the brand started to be built by combining all the best aspects of their lives and experiences into brand materials, and eventually the brand began to take shape piece by piece.

Starting an earring brand from scratch was not an easy task, especially when it was also designed for global business. They followed one rule: their brand had to be different and unique compared to others. Thanks to their Nordic heritage, they had a strong connection to Nordic culture, design and lifestyle. By focusing on minimalist design, natural beauty and pure nature, the company's name was finally formed.

Yukinor

The name Yukinor is a combination of two words. The first is the Japanese word "Yuki" which means snow. Snow is characteristic of the Nordic countries and the people who live here. It shapes their life and character into a minimalist lifestyle and design. The second word is Nordics, which naturally comes from our design team's locations in Jyväskylä, Finland and Malmö, Sweden.

At this point, the design team had the visual style and name of the brand figured out. However, they had a small problem, there was not a single earring model which would match with the brand. For months, they asked themselves, what kind of earrings is Yukinor designing? They had been analyzing the earring market for more than a year in Finland and Sweden, until, on a walk in the city, they noticed what was missing from the handmade earring market. The solution had been right in front of their eyes all along.

Yukinor print

Earrings have always mainly played the role of accessories, while products with the visible brand logos such as clothing, bags and shoes describe an individual's style and values. At that moment, they decided that the core of Yukinor earrings would also have a unique, graphic, and recognizable visual element of the brand. Based on the brand's logo, a Yukinor print was designed, and then modified to fit different jewelry.

After this, they designed and finished Yukinor's first collection, IKI, with 7 earring models. At the same time, the three main design principles of the Yukinor brand were locked: Nordic minimalist design, classic earring geometry and the unique Yukinor print. After completing the Iki collection, they placed all the earring models in customized Yukinor packaging on the table and looked at them in silence. At that moment, they realized that their original vision had come to life and it was time to release the Yukinor earrings brand to the world for people to enjoy.

Future

That was the very short story of myself Maria, our team and the creation of the Yukinor brand. Considering the fact, that we had no prior experience of creating, branding, and trademarking a new company, designing earring collections, marketing, building an online store, and everything else that was needed, I have to say, that I am very happy with the result. Especially, because we did everything by ourselves. Starting my own company has been one of the biggest achievements in my life and I am very much looking forward to my future adventures with the Yukinor brand.

During this process, we realized that our own mission is to design and make earrings for people's future adventures and favorite memories. Since we cannot be involved in all adventures, we hope that our creations bring joy, confidence and memorable moments to their users.  

In our vision, the Yukinor brand will become an internationally known earring brand whose products will be associated with unforgettable adventures and events. Around the Yukinor brand, we want to create a social community of people who share their own adventures with our products and at the same time inspire others.

Our earrings are designed for everyone. We hope that Yukinor products are purchased with the idea of ​​sustainable consumption of fashion and that they are used for a long time after purchase. 

Thank you for your interest in the Yukinor brand and our earrings. Our story has just begun, so you are welcome to join the journey and at the same time shape the future of the Yukinor brand.

Kind regards,

Maria

Founder and chief designer of the Yukinor earring brand