Story by Rachel Schwartzmann – Shop Inger Studio – Photos by Paola Vivas for The Style Line
“When I look at my jewelry designs, they’ve evolved over time and I think it’s the same
with my customers,” says designer Inger Friberg. “They’re cultivating a better sense of quality plus their tastes are changing. It doesn’t mean that they won’t like something they bought in the past anymore but they’re flexible and curious enough to want to be exposed to some unexpected ideas.”
The notion of flexibility, curiosity, and evolution are all part of Inger’s inspiring story, and furthermore, are elements that have translated into her eponymous brand, Inger Studio. While the well-traveled (and now) London-based jewelry designer may have stumbled into design as a creative outlet, she has been able to cultivate a celebrated brand that caters to those looking for refined yet wearable “everyday pieces” that are timeless.
As a one-woman show and with our penchant for discovery, we recently visited Inger’s studio to learn more about her background, her plans for the brand, and life and design in London. Discover the full conversation below featuring moments from our visit captured by Paola Vivas for The Style Line.
*THIS STORY WAS ORIGINALLY PUBLISHED IN OCTOBER 2016 AND REFLECTS UPDATED CHANGES TO THE LAYOUT
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“Building a jewelry brand in London has been great in terms of all the resources and craftsmanship available but it’s also an expensive city to live in and that requires making a few sacrifices.”
Hello, I’m Inger. I live in
London and I’m the founder of Inger Studio, my jewelry label. I’m a mixture of French, Belgian and Swedish and I’ve spent the past few years living in the US, Australia, and the UK. When I’m not working in the studio, I’m usually daydreaming about food and traveling. I’ve just come back from doing a road trip through various national parks in the US and I can’t get enough of the outdoors. When I’m away, I quite like putting myself in adventurous situations and not planning too much, living day by day, not really knowing where I might end up or who I might meet next.
It’s funny because I live in a big city but I think eventually I like being surrounded by nature more… I like the simplicity and the peacefulness that it offers which is partly how I want my life to feel. I look to surround myself with people who are authentic and down to earth. I like realness and imperfections. Pursuing things that makes me feel like I’m evolving is super important to me… I started learning more about meditation and went on a silent retreat for my 30th birthday earlier this year – it was the best thing ever.
From France to Australia how has travel informed who you are personally and professionally? What has it been like to build a jewelry brand in London and how do you hope to see the city evolve in terms of how it caters to small businesses?
Traveling and living in different countries has given me more willingness to be independent and free. I went backpacking for a year when I was 23 and it showed me how differently some people choose to live their lives, there’s no right or wrong. It inspired me to take more risks and try different things, which have led me to start my own business. Building a jewelry brand in London has been great in terms of all the resources and craftsmanship available but it’s also an expensive city to live in and that requires making a few sacrifices. Deciding to run your own business is scary and stressful but there are a lot of people doing it these days and London is a great place to be as it’s a hub for creative people so you never feel isolated.
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“If you do something with integrity then you should automatically leave a positive imprint in this world. Also, not everyone might love what you do but that’s ok…”
Who is the Inger Studio woman…
(She’s a babe). She’s chic and likes simple things. She doesn’t really care about trends but she values quality and good aesthetics. She doesn’t mind spending money on things that will last.
and how do you hope to see her evolve?
(Into a mega babe). When I look at my jewelry designs, they’ve evolved over time and I think it’s the same with my customers, they’re cultivating a better sense of quality plus their tastes are changing. It doesn’t mean that they won’t like something they bought in the past anymore but they’re flexible and curious enough to want to be exposed to some unexpected ideas.
How do you think living in London has helped propel INGER Studio and drive excitement around the jewelry design community?
London is very driven creatively – it keeps me on my toes. I constantly look at what I’m doing and wonder how I can improve it. I’ve also had the chance to develop relationships with two mentors since moving back from Australia. One is an ex-banker so he’s been the most amazing help with the financial part of the business and the other is the creative director of an established British jewelry company. I also have a lot of friends who work in the creative industry and many of them have contributed to the success of Inger Studio along the way which I’m super grateful for!
Does sustainability play a role in your design process and how do you hope to implement more sustainable practices as the brand grows?
The design process is naturally sustainable because I’m a one-man show. I design things myself, I buy my supplies from local businesses, I handle production through the help of independent artisans and I conduct most of my errands on my bike. I would like to think that things wouldn’t change too much as the brand grows, I would just be delegating more but the process would be the same.
What is one question you wish people asked you more often?
Do you want to go on an adventure?
How would you advise the next generation of makers, creative and fashion profession professionals to leave an imprint in the world simply by doing what they love?
If you do something with integrity then you should automatically leave a positive imprint in this world. Also, not everyone might love what you do but that’s ok, the most important part is staying true to whom you are. People often say that you have to be fearless to take the plunge in doing what you love for a living but I disagree. It’s about taking small baby steps, day by day. It’s about commitment and love.