For its recently opened second boutique, Annele cofounders Iina Annele and Ethan Welch went for a sleek retail environment that shows off their nature-inspired jewelry.
Both co-founders designed the store, which opened in May in Tampere, one of Finland’s largest cities, with large vertical displays to highlight Annele’s unique glass-beaded rings, earrings, bracelets, and necklaces. The store has a minimalist vibe that connects to the brand’s clean aesthetic, says Iina Annele, who serves as creative director.
“Our first priority was to let the product speak for itself, being the main attraction and star of our brand image,” she explains. “We hope our customers feel inspired, connected to Finland, and filled with joy as they explore the world of Annele, hopefully loving it as much as we do.”
Annele wants brick-and-mortar stores for her brand so people can see and feel the handmade nature of its pieces, which are inspired by the Finnish landscape, particularly its berries and blooms. All the jewelry is lovingly crafted in Annele’s Helsinki design studio, and its glass beads are hand-rolled. Some earrings have up to 120 beads, though the rings typically take the longest to make (up to two days), she says.
“Our flagship store in Helsinki has been very successful, so we were ready to expand,” says Annele. “Now we’re able to reach even more people, including international tourists, to continue spreading the love of our brand and introducing more people to our team.”
Annele and Welch met while she was attending the London College of Fashion, and founded the company in 2020. She designs clothing and jewelry, he is passionate about business and numbers, Annele says.
Their brand has grown in part thanks to celebrity endorsements—fans include Katy Perry, Dua Lipa, Millie Bobby Brown, and Joey King. Its advertising centers on the company mantra of “Go ahead. Be cute.” Annele also offers custom jewelry, so people can come into the stores to design their own pieces using the brand’s glass beads and jewelry expertise.
The couple is looking forward to seeing how the Tampere store develops and to hosting events there for customers to experience. Annele has recently expand its brick-and-mortar presence outside Finland in conjunction with a Netherlands department store chain.
“We’ve been focusing on our first de Bijenkorf Rotterdam pop-ups this summer,” says Annele, “but we would love to plan something there soon to continue building our customer base. We’ve already received so much love and support from our customers locally, and the in-store team is so great.
“We have a commitment to excellence, quality, and exceptional custom service, which we feel is represented in our stores,” she says.
Top: Annele recently opened in Tampere, Finland, its second location after Helsinki. (Photos courtesy of Annele)
Follow JCK on Instagram: @jckmagazineFollow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine
