Alvedag is a reflection of its creators and the people who identify with it. It is a combination of ambition, humor and appropriately sprawling authenticity. Alvedag does not want to define who you are or what you should be, but rather offers an accessory for the charisma that already exists within you.
Founders Riikka and Rita were tired of the fact that many jewelry products on the market do not last, but darken, wear out, stain the skin, and do not meet the demands of daily use. They saw a clear need for jewelry that is both visually strong and technically durable. Otherwise, the jewelry seemed fascinating and versatile as a product.
In addition to friendship, Riikka and Rita have shared a similar energy, humor and way of relating to the world around them. The idea of a joint venture was born from mutual trust in the other's expertise and vision. And when you give some room to chance, it was just the right moment in life for both of them to start something new. In the background, the friends were also united by a love of visuals, aesthetics and fashion.
At the heart of the brand is a trio whose brand thinking has been shaped in an international environment. Riikka and Tino bring years of experience as international fashion brand builders, while Rita has honed her eye for beauty, aesthetics and brand experiences in leadership positions in the international cosmetics industry. Together, they have combined the visionary nature of fashion with the sophisticated aesthetics of the cosmetics industry into one new entity.
