ANNELE is a jewelry brand that brings the essence of Finnish nature to life, transforming the vibrant hues of berries and blossoms into wearable art. Inspired by the vivid flora that emerges after long Nordic winters, ANNELE aims to connect people with the natural world through its colorful designs. Each piece is a reminder of the beauty that blooms even in the harshest conditions, offering a touch of brightness to everyday life.
The brand was co-founded during the lockdown by Iina Annele Rantala, a Finnish creative who taught herself jewelry making, and Ethan Welch, whom she met after moving to London for her chemistry studies. Together, they set out to create a collection that showcases Iina’s Scandinavian heritage, infused with her love for vibrant colors and a playful aesthetic.
You founded ANNELE during the lockdown, which is impressive. How did the challenges of that time shape the way you approached building and growing your brand?
I think it’s the same for anyone starting something new: the beginning is all about creativity and discovering who you are, what you represent, and what you want to become. For us, it was exactly that. The lockdowns and everything happening around us didn’t affect us much because we were relying only on ourselves and focusing on creating something we love.
What is the most rewarding aspect of running ANNELE together, and what do you enjoy most about working as a team?
There are many rewarding aspects of running it together. However, the most rewarding thing definitely is that we both get to enjoy the highs and experience them together.
What was the biggest challenge you faced when transitioning from your initial careers to becoming full-time jewelry designers, and how did you overcome it?
Iina: I was studying at the time, so spending evenings, weekends, and some days designing felt like a dream. When the opportunity came to go full-time, it was an easy decision.
Ethan: Transitioning from my previous role as a buyer to going full-time with ANNELE was a bit more complicated. Fortunately, I had a very supportive boss who always seemed to know I would eventually start something of my own. He was very understanding, so I gradually transitioned from full-time to part-time, and eventually made the full switch to ANNELE.
“We are inspired by people who pay attention to details and value things that often go unnoticed by others.”
Who are your biggest inspirations in the design and fashion world, and how have they influenced your work?
How do your Finnish roots influence your personal style, and does that translate into your designs?
Your designs have become favorites among celebrities such as Dua Lipa, Gigi Hadid, and Iris Law. What elements of Annele jewelry do you believe resonate with these fashion icons?
Firstly, we are super honored and we believe it’s the bold, playful spirit of the pieces that resonates with them. We feel our pieces are about celebrating individuality, adding a splash of color and bringing joy to everyday style as well as being definitely on the side of being a statement. We hope these are the feelings it gives every wearer.
The ‘Minis’ collection features the ‘Jam,’ a smaller take on your popular Jelly earrings. What motivated you to design a miniature version of this signature piece?
The Jelly earrings are an ever-inspiring piece for us. It’s always fun for us to reinterpret and play with the design of the Jelly piece and create different variations and takes on it.
“Our Finnish roots and culture significantly shape our personal style, making it difficult to move away from minimalism, especially during the dark winter months when spring feels distant. In those times, we crave color, vibrancy, and joy, and this longing is reflected in our designs.”
Many have tried to replicate Annele’s Jelly earrings without success. What elements of design and craftsmanship do you believe set your pieces apart from the rest?
This would definitely be the handmade construction of the piece, it’s an item that needs care with each one that you make to maintain the perfect shape we love.
What kind of experience do you hope Annele jewelry provides to wearers, and how do you use your designs to create that feeling?
To really keep it simple, for us is confidence. We love to hear and love for it to be that whenever a wearer of our jewelry is wearing one of our pieces they feel that. They feel the confidence and gain the attention the wearer deserves.
How has the response been to the ‘Minis’ collection so far, and are there plans to expand on this theme with more pieces in the future?
It has really been amazing for us, the reception has blown us away. Especially those that have seen it in person, in our shops or received it from ordering online. Its cute size is really something that pictures don’t do justice.
This ‘Minis’ collection has really inspired us creatively as a brand and is definitely something we are already exploring and wanting to do more of.
View the ‘Minis’ collection in the Gallery below:
