Product details

Kalevala Jewelry, a Finnish jewellery business owned by a non-profit organisation preserving cultural heritage, was a success story in Finland in the 1990s. Despite the recession and tight competitive situation, the company had achieved significant growth. The products of the company were based on models modified from archeological findings. These findings were mostly Finnish, although some were from the Viking era, thus pleasing all the Scandinavian and to some extent German customers. Kalevala Jewelry had also acquired a jewellery business concentrating on modern jewellery, but it had not been very successful. In 1996, the CEO of Kalevala Jewelry pondered how the company could grow even more. Which products to introduce? Which markets to conquer? How could a Finnish brand be marketed outside Finland?