About Jewelry by Grundled
About Jewelry by Grundled
Behind Jewelry by Grundled is designer and owner Helle Just Weiling, who runs the brand from her design studio and showroom in Aarhus C together with her husband Martin Ejvind Arthur Weiling and their talented team.
The brand began as an immersion project in 2015 and has since evolved significantly. This is mainly due to a love of detail and the refined process involved in shaping and assembling the individual small parts to create a harmonious whole. Jewelry by Grundled offers timeless, elegant, simple, feminine and minimalist jewellery. The jewelery is designed with passion for simple aesthetics and Nordic design in the small studio in Aarhus C.
Helle Just Weiling is passionate about creating jewelery with a simple elegance in a graphic and minimalist style, which gives the wearer the opportunity to express his personality.
The aim is to create timeless and classic designs that "last the season", with an emphasis on enduring style over passing trends.
It is a great privilege for Helle Just Weiling to work with what she loves most, and she feels lucky and grateful for the support the brand receives. A big thank you to all followers and customers - you are the best.
Team and Ambassadors
Behind Jewelry by Grundled you will find a strong and fantastic team, as well as our wonderful Jewelry by Grundled ambassadors.
MEET THE TEAM
1981
A designer was born
Helle was born in 1981 and grew up in the small West Jutland town of Struer with her mother, father and older brother.
She moved at the age of 18, first to Aarhus and then to Paris, where she lived and worked at a French family. After the stay abroad in France and a longer journey down through South America, she started at Holbæk Academy of Arts, where creativity really took off. She then moved to Copenhagen to pursue her big dream of becoming a goldsmith. Unfortunately, it turned out that the teacher's places did not hang on the trees.
In 2009 in Copenhagen, Helle met her current husband, father of their two children and now partner in Jewelry by Grundled, Martin Ejvind Arthur Weiling.
Together they moved "back" to Aarhus.. ., well enough without an apprenticeship or goldsmith training. But not without a passion for creating jewelry and creating her own jewelry brand.
2015
Jewelry by Grundled since 2015
In 2015, Helle quit her current job and started Jewelry by Grundled. She opened her workshop and design studio in a small cozy half-timbered house in Vestergade in central Aarhus.
From here Helle designed and produced her jewelry which she sold through shops and at design markets. The sales were not huge, but enough that Helle felt this could turn into more.
Jewelry by Grundled was during this period a permanent part of the design markets FindersKeepers, Upcomers, Neu, Formland and North Modern.
2016
More stores were added and sales took off
In 2016, Helle could really feel the great interest in her brand and her designs, and several shops came and wanted to sell the jewelry in their physical stores. Including ARoS Art Museum, Illums Bolighus, Trapholt, Utzon Center, Kunsten Museum of Modern Art, Kunstmuseum Brandts, Designer Zoo and many more.
Also abroad, Jewelry by Grundled opened its eyes and the jewelry is sold both in Japan and Germany , Spain, Holland, Sweden, Iceland and Belgium.
Jewelry by Grundled was at this time sold in more than 100 stores around the world.
2020
A new beginning
As we are all familiar with, the coronavirus (COVID-19) started its rampage in early 2020 and slowly shut down the world around us. Restaurants, venues, shops and thus also all Jewelry by Grundled's wonderful dealers had to close down for a longer, uncertain period.
Jewelry by Grundled therefore had to rethink its business and therefore began to market its presence online and generate sales from its own webshop. Fortunately, the stores' success continued online and since then it has only gone one way.
Jewelry by Grundled is now both an online store, but is also still sold in many stores around the country and abroad, and more and more customers are coming.
2021
More hands and new skills
As Jewelry by Grundled gained more momentum, more task types were added. And therefore also the need for more hands.
Jewelry production and the packaging team must today be counted on two hands.
In 2021, Helle's husband Martin Ejvind Arthur Weiling joined the day-to-day operations in earnest. Alongside Jewelry by Grundled, he runs his own digital brand and design studio Mundfuld Studio, which specializes in designing brands and creating visual digital solutions and webshops. It therefore made sense that Martin took the ball on the online presence at Jewelry by Grundled.
2023
New showroom
On 1 May 2023, Jewelry by Grundled took over its beautiful new premises at Nørre Allé 13. An old, charming building from 1912, which previously housed the Dansk Filmfabrik, which produced silent films.
From here, the doors open to the workshop, design studio and showroom.
