Emma Israelsson founded her jewelry brand, which proudly carries her own name, seven years ago. She built the company with great passion, a clear vision, and a deep desire to create a business that truly matters. In addition to inspiring women around the world, she places strong emphasis on sustainability in production while also donating 10% of the company’s profits to carefully selected charities.
So tell us, Emma, what is your story?
I created Emma Israelsson seven years ago with great passion, a clear vision, and a deep desire to build a business that truly matters. In addition to inspiring women around the world, I also wanted to make a meaningful difference. Alongside doing what we love, we donate 10% of our profits to select charities that we believe can create real impact. Sustainability is also an important cornerstone of our production, as we only use recycled metals.
Before launching Emma Israelsson, I worked within marketing and communications. While dreaming of building my own business, I could not find jewelry that I truly wanted to wear. I also could not find a brand that stood for more than just beautiful design. That was when I realized what I wanted to create: sustainable jewelry that I would genuinely love to wear every day, or simply put, to build my dream business.
I had a job that I truly loved when I decided to resign and start my company. I chose to follow my heart, leaving good opportunities behind to create even greater ones. During my first maternity leave, I educated myself in silver- and goldsmithing. During my second maternity leave, we moved to Los Angeles.
I was born and raised in Gnosjö, in the south of Sweden, a place known for the entrepreneurial spirit often referred to as “Gnosjöandan”. That local entrepreneurial mindset, combined with the inspiring “go do it” mentality of Los Angeles, became the beginning of an exciting journey.
While living in Los Angeles, I started creating the very first pieces of what would become my collection. One morning, I brought some of my handmade jewelry pieces to breakfast with my girlfriends. I was overwhelmed by the response and ended up selling every piece I had brought with me. The chef, the owner, the staff, and even other guest joined in and bought jewelry as well. That was the moment I realized my dream truly had business potential. Let’s do it!
Would you say that you are a born entrepreneur?
Yes, I think so. I guess I was wired that way. At the same time, the inspiring people you meet throughout life shape you and help push you forward.
What was the factor that made you go from an idea to an actual company?
I had been preparing for my dream for several years, so I think I simply knew the timing was right. If you had asked anyone else, though, they probably would have said it was the worst possible timing. I had just found out I was pregnant with our third child, and a promotion at work was on the way. But deep down, I felt that the timing was now.
I realized that I did not want to be one of those “ships” that continue loading beautiful merchandise but never actually leave the harbor. Instead, I made the decision to leave the safe harbor behind and begin my own journey.
Was it an easy decision to start your company? What was your greatest fear?Yes, in the end, it became an easy decision. I had shared my dream and vision with my husband for years, so I had incredible support from him throughout the process.
My greatest fear was not succeeding. Fear will always work hard to hold us back, but thankfully, I learned early on the importance of facing my fears rather than avoiding them.
What is the best part of your job?
Honestly, everything. I love the fast-paced days together with my wonderful team at the office, but I also truly enjoy spending time alone in my private studio working on new designs and planning our next steps.
Beyond that, I deeply value the opportunity to work together with the charities we support, such as Nobel Peace Prize laureate Dr. Denis Mukwege and his work for women’s rights, as well as the incredible organization Project Playground.
What is your long-term goal and vision? Do you see your role changing within the company?I dream big, but also allow things to take time. I have a beautiful family, which will always be more important than any business. At the same time, we have raised the bar and will be launching outside of Scandinavia next year.
Our vision is to become a recognized international brand, which would also allow us to expand our charitable work as we continue to grow. It is exciting to see where the journey will lead!
What would you like to say to future entrepreneurs? What is your best advice for someone thinking about starting their own business?Do your own thing. Everyone has their own unique strengths and perspectives. Even if your business may be similar to something already on the market, make sure to make it your own and surround yourself with great people.
Last but not least, which STINAA.J shoe is your favorite, and when do you use it?
My all-time favorite, and one that I have worn a lot, is “Isabel” in black patent leather, and I love “Nova” in black leather as well.
