When did you start designing jewellery and why?
I was a travelling salesman representing a brand, I started to see what people were looking for, where the gap in the market was and decided to create my own line drawing on my experience in the industry.
Tell us about the Story collection, and the inspiration behind it?
Fashion, Story is all about fashion, the collections, the high street and the women who wear them. There is a team of 3 designers and myself, we design hundreds of pieces and then edit the collection right down. It’s always good to have a design team, collaboration works really well on composeable jewellery and keeps the collections fresh with lots of ideas flowing.
Who is your muse? What kind of woman wears your jewellery?
You can’t put women in boxes anymore, a 70 year old now is completely different to a 70 year old in the last generation. A twenty year old could just as easily wear the same jewellery as their grandmother which is great. It’s such a broad and diverse market, which is why we encourage our customers to write their own Story with their jewellery.
If you could have one person photographed in your jewellery who would it be?
Medina is a style icon, she was a rising star when she started wearing Story and now she is massive. We love having her as our brand ambassador – she’s an amazing musician and embodies the brand.
What is your favourite personal piece of jewellery and why?
My Imagine bracelet. It’s a composeable bracelet that works really well for men, in my view the only composeable bracelet for a man. I love it and I don’t go anywhere without it.
What is it about jewellery that you think is fabulous?
The creative process. You can create your own look, it says a lot about you and your style. Just as you’d notice a wonderful pair of shoes that compliments an outfit, you notice jewellery. It is a great way to express yourself. Story is a value for money brand, it’s beautiful design, great craftsmanship and Value for Money – that’s what we concentrate on. As we say, clothes make a statement, jewellery tells a Story.
What is the future for your brand and where do you see it going?
For the last 3 years we’ve been ahead of Pandora in sales in Denmark. We’re hoping that the world will get behind the Story concept like they have the Pandora brand.
For the rest of your life you can only wear one type of jewellery; necklaces, bracelets, rings or earrings – which would you choose and why?
Mads: My Imagine bracelet.
Rhian: Is that a wedding ring on your finger?
Mads: (laughs) Yes my wedding ring, thank you, my wife would kill me if that hadn’t been my answer!
Who is your favourite designer? Marc Jacobs
Who is your favourite artist? TAL R
What is your favourite cocktail? Gin and Tonic
What is your most extravagant purchase? Christian Louboutin tartan studded shoes – I went to the store to buy some with my wife, saw them and had to have them!
If you could time travel where would you go? The 60’s
Gold or silver? Gold
Facebook, Twitter, YouTube or Pinterest? I don’t do social media, I hate them all.
Best gig you’ve ever seen… The Cure in Denmark
Best restaurant… Café de Laos in Bangkok
Best holiday destination… London!