Baekke, a sustainable jewellery brand based in Denmark, has announced its arrival in the UK market with a bold new look and a colourful concept.
Timed perfectly alongside an increase in consumer demand for coded jewellery – thanks in part to the popularity of social experiment venture, the Pear dating ring – Baekke has taken the concept of colour-coded jewellery a step further.
Enabling fans to tell their own stories through first-of-a-kind personalised pieces, Baekke jewellery features interchangeable coloured beads that click on and off.
Wearers can obviously customise their jewellery according to mood or style, but they can also send subtle coded messages with the new concept.
The brand hopes that the personalised aspect of the new jewellery pieces will elevate these designs beyond the status of ‘accessory’, turning Baekke jewellery into a means of authentic self-expression which can communicate values, support causes, or perhaps share gender identity or neuro diversity.
Baekke’s launch on Shopify in the UK marks an exciting new chapter for the business, and the fresh style reflects its commitment to innovation, individuality, and sustainability.
Lene Schødt, Baekke founder, said: “Our jewellery isn’t just about looks; it’s about making a statement. Baekke’s designs enable individuals to wear their beliefs and identity proudly.”
While celebrating colour and individuality is a priority, Baekke remains true to its commitment to sustainability.
The brand embraces a ‘cradle-to-cradle’ philosophy, ensuring that each piece is designed for easy recycling and reuse.
This approach aligns with the Baekke ethos of mindful consumption, advocating for quality, versatility, and environmental responsibility.
Baekke jewellery encourages prolonged use, countering the impact of single-use plastics.
However, the brand acknowledges that plastic, when managed responsibly, can be a valuable resource for sustainability.
Unlike materials with higher melting points such as glass, which require significant energy for recycling, plastic can be repurposed with considerably lower energy consumption.
The smart design also ensures effective material separation for recycling.
Alongside new branding and a dedicated website, Baekke has also planned extensive marketing campaigns across social media platforms and has plans for a pop-up event in London.
With values rooted in innovation, self-expression and environmental awareness, Baekke resonates with a growing community of conscious consumers of all ages seeking authenticity and purpose in their style choices.
