Helena Thulin Creative Process — Words of the Creative Director

“I like to think of my pieces of jewelry as living species. They are growing In the process of creation.

They grow slowly, instinctively, through observation, experimentation and intuition. Each creation starts as a form in movement — something organic that evolves during the process, rather than a fixed idea imposed from the beginning.

I like to get inspired by Nature and Botanic as I feel that you can find any source of reflexion in what Nature has to offer: the curve of a petal, the tension of a stem, the contrast between fragility and strength. A color, a shape, or the way a flower interacts with the environment can instantly trigger a new direction.

I am particularly interested in how these forms interweave with the body — on the ears, around the neck, on the wrist — and how they can give an unexpected spark to a silhouette.”

Designing jewelry as an extension of the body

“When starting a collection, I first think about proportion.

I imagine how the piece will exist on the body, how it will move, how it will balance a look. Styling is an essential part of the creative process. Jewelry, for me, is a tool to transform an outfit — to elevate something classic, or to bring contrast to a sporty silhouette.

I like to think of my pieces as subtle anthems of daring attitudes.
Sometimes, their impact is not immediately noticeable. But without them, the look would lack intention. Jewelry becomes the silent force that shifts posture, confidence and presence.”

You can explore this approach through our sculptural pieces in the Master Pieces Collections.

Crystals, beads and the memory of childhood

"Working with beads has always felt natural to me.

I grew up experimenting with these materials, spending countless hours crafting, assembling and reassembling forms during childhood. Beading was a playful and instinctive activity — a creative leisure that has deeply shaped my relationship to making.

Introducing crystals into the process came later. I realized that light and color bring a new dimension to jewelry. Crystals add depth, reflection and substance. They interact with movement, with skin, with natural light, allowing each piece to evolve depending on how it is worn.

What I find fascinating is their duality: they offer a precious, almost diamond-like presence, while remaining accessible materials. This balance between luxury and approachability is essential to the Helena Thulin universe."

Constraints as creative tools

“Crystals and beads also come with constraints.

Weight, balance, structure — every piece must be carefully thought through to ensure wearability. How will it hold on the ear? How will it sit on the wrist? How will movement affect comfort?

These constraints are not limitations. They are part of the creative dialogue. They force precision, attention and intention at every stage of the process.

This is where craftsmanship becomes essential.”

A laboratory approach to creation

“What I love most about this work is its almost laboratory-like atmosphere.

Developing a piece requires precision — in the number of beads, their size, their placement. Each decision is a negotiation between aesthetics and wearability, between intuition and structure.

This balance defines the Helena Thulin creative process. Jewelry is not only decorative. It is engineered emotion — crafted to be worn, lived with, and seen.

Each piece carries this tension between playfulness and rigor, nostalgia and modernity, softness and strength.”

Helena Thulin
Creative Director

Born to Bloom

Helena Thulin jewelry is designed to bloom with the person who wears it.

It is an invitation to embrace ornament as a daily statement — to express individuality, confidence and joy without apology. Inspired by childhood creativity and shaped by contemporary craftsmanship, each piece exists to challenge conformity and celebrate self-expression.