FROM COASTLINE TO CRAFTSMANSHIP
ABOUT.
Born on the windswept islands of Sweden’s west coast to a Swedish mother and Malaysian father, Ida Lundberg grew up between two worlds. Navigating both the open sea and an international life, travel and adventure became her language, a love of nature and art her compass.
Encouraged by family friend and mentor Jimmy Choo, Ida studied fashion design in Florence and Milan, ending up working between Milan, Paris and Dubai. When the world came to a halt during the pandemic, she returned to the west coast and her mother’s treasured 1975 sailboat.
Sailing once more through her maternal waters, she saw how the coastline drastically had changed in just a few years. Native species vanishing, new invasive ones taking over.
From that transformation, she began crafting sculptural designs that fused the two, turning fragments of the sea into conceptual fashion pieces that spark conversation about climate change while showcasing the natural beauty nature has already created.
Today, her work merges Swedish and Malaysian heritage, local materials and global treasures, embodying a life shaped by exploration, resilience, and reverence for the natural world. Each design celebrates the force of nature itself, allowing the wearer to embody its power — grounded, graceful, and undeniably alive.
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Dream it.
In our West Coast studio, each shell is carefully cleaned, cut, and polished by hand to reveal its natural lustre. This meticulous process demands patience and respect for the material. We pair these sea-born treasures with recycled metals wherever possible, staying true to our belief that real craftsmanship honours both the raw materials and the ocean that offers them. Every piece is made to be sustainable, considered, and lasting.
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Materials with a Journey.
Our designs reflect a life of travel and craftsmanship. Swarovski crystals and carefully chosen semi-precious stones bring refined brilliance, selected with an eye shaped by couture. We repurpose materials once destined for gowns, giving them new life in jewellery that feels both modern and timeless. Malaysian pearls woven throughout the collection honour Ida’s heritage, connecting Sweden’s rugged coast to Malaysia’s rich shores. Each element is chosen not only for its beauty but for the story it tells of family, tradition, and the enduring bond with sea and nature.
To design is to innovate not by taking more, but by elevating what already exists, crafting with care, telling stories of place, memory, and natural beauty.