About Jewelry by Grundled

About Jewelry by Grundled

Behind Jewelry by Grundled you will find designer and owner Helle Just Weiling who runs the brand from her design studio and showroom Aarhus C together with her husband Martin Ejvind Arthur Weiling and their wonderful team.

It all started as an immersion project in 2015. Since then it has developed into much more – not least due to a love for detail and for the refined process of shaping and assembling the individual small parts and making everything fit into a higher unity. Jewelry by Grundled offers timeless, elegant, individual, feminine and minimalist jewelry. The jewelry is designed in our small design studio in Aarhus C with a passion for simple aesthetics and Nordic design.

I love to create jewelry with a touch of simple elegance in a graphic and minimalist style that you can express through you and your personality.

I strive to create timeless and classic designs that "last beyond the season" and I advocate lasting style rather than passing trends.

For me, It's a great privilege to do something I love the most, and I feel so lucky and grateful that you guys are following along. THANK YOU SO MUCH - You are the best


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.


Jewelry by Grundled saw the light of day in 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.


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.


A new beginning

As we are all familiar with, the coronavirus (COVID-19) started its inroads at the beginning of 2020 and slowly shut down the world around us. Restaurants, venues, shops and thereby also all of Jewelry by Grundled's wonderful retailers 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 success of the stores 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 are still coming. to.


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.

Also in 2021, Mads Kivi Jensen joined as Strategic Advisor. He came from a position as Commercial Director at Søstrene Grene and is today on the journey helping to grow Jewelry by Grundled.


New premises and 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.

Jewelry by Grundled opens its doors from here up workshop, design studio and showroom.

We are looking forward to 2023! Thanks for following along. You are fantastic.

The warmest greetings from
Helle, Martin and the entire Jewelry by Grundled team.


Grundled.se lancering

Efter nogle dejlige år med vækst på det danske marked, var tiden moden til at træde aktivt ind i markedet hos vores skønne naboer i Sverige.

Grundled.se så sommeren 2024 dagens lys og vi ser frem til at sende vores smukke smykker over sundet mod Sverige.

Team and Ambassadors

Behind Jewelry by Grundled you will find a strong and fantastic team, as well as our wonderful Jewelry by Grundled ambassadors.