Jewelry That Tells a Story: Scandinavian Minimalist Elegance by Mai Manniche

Mai Manniche, founder and creative visionary behind JEWLSCPH, has transformed her passion for art, craftsmanship, and storytelling into a global jewelry brand. Based in Copenhagen, her creations blend Scandinavian minimalist design with luxurious elements, making each piece an embodiment of both modern style and timeless elegance. Mai’s journey from designing for loved ones to building a brand admired by high-level clients across the world speaks to her deep dedication to quality, innovation, and personal expression.

At JEWLSCPH, every piece is designed to be more than just an accessory. Mai infuses each collection with symbolism and emotion, creating pieces that resonate with wearers on a personal level. Whether it’s the clean lines, organic shapes, or the fine materials like diamonds, pearls, and gold, Mai’s work invites people to connect with their own stories through her designs. With a rapidly growing presence in cities like Monaco and London, JEWLSCPH has positioned itself as a brand for those who appreciate luxury, craftsmanship, and meaning.

What inspired you to start your jewelry brand, and how did you begin your journey in the industry?

My inspiration for starting the brand came from a deep love of art and craftsmanship. I’ve always been fascinated by how jewelry can be both a form of personal expression and an heirloom with emotional significance. My journey began with designing pieces for friends and family, and the response was overwhelmingly positive. That’s when I realized there was a space in the market for the kind of jewelry that I wanted to create—pieces that blend timeless elegance with modern design.

How would you describe the unique identity and aesthetic of your brand?

The identity of my brand revolves around a fusion of minimalist elegance and intricate detailing. I aim for each piece to feel both timeless and contemporary, balancing bold designs with subtle, understated elements and stunning gemstones, pearls, and diamonds. I emphasize clean lines, organic shapes, and a sense of effortless luxury that feels personal and wearable every day.

What materials and craftsmanship standards are most important to your brand?

I’m committed to using high-quality materials such as gold, silver, fine gemstones, pearls, and diamonds. Craftsmanship is at the heart of my brand, so my designs are mastered with traditional techniques but are also open to innovation. Each piece is hand-finished to ensure the highest level of detail and quality. 

Can you share the story behind one of your most iconic or favorite pieces?

One of my favorite pieces is my DIVINE design, which was inspired by the lotus flower combined with a circle, symbolizing life and love. It’s a delicate design but carries a lot of significance because of its symbolism. It’s become iconic because it’s both visually striking and deeply meaningful.

Who is your target customer, and how do you hope they feel when wearing your jewelry?

Our target customer is someone who values quality and craftsmanship but also seeks individuality in their style. They’re confident, creative, and appreciate subtle luxury. When they wear my designs, I hope they feel empowered and connected to the story behind the piece. It’s not just an accessory—it’s a reflection of their personality and experiences.

What challenges have you faced as a founder in the luxury industry, and how have you overcome them?

One of the biggest challenges has been establishing a balance between exclusivity and accessibility. Luxury is about creating something rare and special, but I also want to connect with a broader audience. I’ve overcome this by focusing on creating small, limited collections while keeping the craftsmanship impeccable. Building strong relationships with suppliers and clients has also been key to overcoming challenges.

What are your future plans for the brand? Are there any upcoming collections, collaborations, or expansions that you’re excited about?

I’m excited to be expanding into new markets such as Monaco and London with high-level clients. I just launched my new LUSH collection with stunning colored Quartz, and at the moment I’m working on my next diamond collection with Top Wesselton diamonds in 18k white gold.

As JEWLSCPH continues to evolve, Mai Manniche remains focused on creating jewelry that speaks to both heart and style. With upcoming expansions and new collections, she continues to make her mark in the luxury world, offering pieces that are not just beautiful but meaningful. Each design tells a story, inviting wearers to feel the power of personal expression through exquisite craftsmanship.

Explore more at www.jewlscph.com and @maimanniche_jewlscph on Instagram.