The Story of Abelstedt

by Julie Abelstedt

Take a journey with me through the history of Abelstedt.

Ever since I was a young girl living in Copenhagen, it has always been my dream to create unique and advanced jewelry that captures beauty and elegance, yet is accessible to everyone.

So when the opportunity came to me to make homemade beaded bracelets, I jumped at it! After selling them among friends and family, I felt like there was no end in sight. Wanting more knowledge about the industry, I packed my suitcase and headed to Hong Kong with nothing but an ambitious mindset full of creative ideas ready to explore.

This pushed me even further on my journey to craft beautiful, one-of-a-kind pieces that will sparkle forever. I decided to document and share my designs on social media, and soon my small following began to grow into a community that was as passionate about elegant jewelry design as I was.

With this momentum behind me, I officially launched Abelstedt in 2015 with one mission: “Make Life Beautiful.” My goal was to create revolutionary jewelry designs that stand apart not only in appearance but also in the quality and way they are created.

I view jewelry as art, which is dear to my heart and has been at the core of my vision right from the design and crafting process to the piece of jewelry delivered into the hands of the new, happy owner of an Abelstedt piece.

Founding our own small goldsmith team in Hong Kong

In 2018, we established our own factory in Hong Kong with my best friend running the factory. Together with the best and most skilled goldsmiths, we have formed a dream team. They create each piece of jewelry by hand, and thanks to new technology, we were one of the first goldsmiths to apply a 10-micron thick gold plating to our sterling silver jewelry, which is thicker than the standard 3-5 microns commonly used in Europe.

Hard times and new beginnings

After making a big move to our cozy new office space and opening dealerships in every corner of the city, it seemed business was booming. But something about it didn’t feel quite right.

I found myself losing my passion for design amidst the busyness of running a business. To stay true to what truly matters to me, I decided to change course and only sell through our online shop, where customers could interact with me directly, as opposed to a middleman.

As we outgrew running the business from our humble apartment, we transitioned from this...

...to this, our cozy office right in the heart of Amagertorv, Copenhagen.

Let's take over the world!

Abelstedt has experienced an amazing journey in recent years, thanks to our dedication to design and craftsmanship. We have been able to expand far beyond Copenhagen and ship our jewelry from here!

Our dear family and friends have played an integral role in this project by working late nights to meticulously package orders into our iconic blue boxes. We also owe it all to you – thank you for supporting us on this mission. Let’s keep making life beautiful together.