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Efva Attling is one of Sweden's most famous faces and currently one of the country's leading designers. Described as "calm luxury" by Carol Woolton, Jewellery Editor of Vogue magazine, the success of the brand is due largely to Efva's wish to create unique jewellery, merging clean, timeless Scandinavian design with subtle stories of life and love. Her jewellery touches and inspires and thereby transforms a simple decoration into a statement.