Strangely enough, Elina Farschou’s passion for jewellery began in her father’s dentist’s office. After a few years working as a lawyer, she eventually realised her true calling and started her Scandi-inspired jewellery brand – PHINE.
Team Coco sits down with Elina to talk about her inspiring work with The Girls Network along with her latest Feminist collection — and how this was inspired by empowerment, equality, and lionesses.
Tell us a little bit about yourself and your background, what inspired you to start PHINE?
I was born in Stockholm, and up to today it is still the place where I can relax and recharge. Ever since I was about five or six years old, my dad taught me how to make small jewellery pieces in his dentistry office; and since then it has become a huge passion of mine.
After high school however, I studied law and even became a lawyer for a while. In a meeting with my former boss, I didn’t get the promotion that I wanted. I realised, while still in that meeting, that I couldn’t actually see myself working in this company anymore or even being a lawyer at all — so I quit right then and there. Within three weeks, I applied to study jewellery design and moved to London. During my studies, people kept asking me where my own personal jewellery came from, so I thought that there was something there — and so PHINE was born.
PHINE is a London based Swedish jewellery brand. How do your Swedish roots influence
PHINE’s design aesthetic?
The minimal and versatile aspect of the jewellery stems from my Swedish roots and are PHINE´s
Talk us through your latest collection. Do you have a favourite piece?
I wanted to create jewellery that symbolise empowerment and equality. Usually, I start a piece by taking inspiration from geometric forms, and then work around it. This time, I took inspiration from symbols of strength.
For example, with the Lioness Necklace and Earrings; Lionesses do must of the hunting while also caring for the pride. Lionesses are a symbol for strength, courage, and royalty — a great symbol for feminism. In fact, I would say my two favourite pieces of this collection are the Lioness and Feminist Necklaces – I actually love wearing them together.
Tell us about PHINE’s Feminist Collection and your work charitable work with The Girls
The Feminist Collection is all about empowering women through Jewellery. The pieces symbolise
strength and courage — all attributes that we embody as women in 2018. The Girls’ Network is an organisation that inspires and empowers girls from disadvantaged communities, by connecting them with valuable mentors and a network of professional female role models. I believe that opportunities should not be limited by gender or background, so partnering with the Girl´sNetwork and setting out to help them fulfill their amazing vision feels like a perfect match.
What has been the biggest challenge you have faced as an entrepreneur so far?
This is quite a tricky one, as there were actually quite a lot of challenges in the beginning. I think for me personally, the biggest challenge has been starting from scratch. I started the business with just an idea of creating Scandi statement jewellery from fair-trade and sustainable materials; and then evolving to that business by building awareness around it.
What advice do you have for women who would like to become a GirlBoss like yourself?
Be passionate in what you do, and never stop believing in yourself!