ANNELE began in a small studio in London, where Iina and Ethan’s passion for vibrant, expressive fashion met the timeless art of jewelry making.
The brand’s name, ANNELE, is derived from Iina’s middle name, reflecting the personal touch and deepconnection to her Finnish roots.
Driven by a desire to break away from the conventional and embrace the joy of color, they set out to create pieces that not only complements but elevates personal style, bringing a splash of color and joy to life’s moments.
The inspiration for their first collection came from Iina’s time in London, where she found herself longing for the vibrant colors of Finnish nature in spring—a season when flowers bloom in an explosion of color.
While nature was the initial spark, ANNELE’s designs have since evolved to draw inspiration from the many colorful, playful aspects of life, resulting in a bold and joyful aesthetic that is distinctly their own.
What started as a small collection of vibrant designs has grown into a brand recognized for its unique approach to jewelry.
ANNELE reached a significant milestone in 2023, opening its first store in Helsinki on Pohjoisesplanadi. This marked a new chapter for the brand, firmly establishing its presence in Finland, the birthplace of Iina.
ANNELE’s pieces have been embraced by some of the world’s most influential fashion
icons, including Dua Lipa, Gigi Hadid, Bella Hadid, Halsey, Addison Rae, Millie Bobby
Brown, Iris Law, and Katy Perry.
The brand’s distinctive jewelry has also been featured in Vogue and other major fashion publications like ELLE and Who What Wear, solidifying its status in the fashion world.
As ANNELE’s range has expanded, Iina and Ethan have stayed true to their roots—
every piece remains handmade by Iina and her team, now located in Finland, each an
ode to their passion for quality and individuality.
At the heart of ANNELE is Iina and Ethan’s belief that fashion should be a joyful expression of self. They believe in the power of accenting with color, the importance of individuality, and the beauty of craftsmanship. For them, jewelry isn’t just an accessory—it’s a statement of who you are.
