WHO: Zuzana Spustova, founder of NEVA OSLO
WHAT: NEVA OSLO, fine jewelry for babies, loved by moms
LOCATED: Oslo/Bratislava
It started with just one letter in 18 carat rose gold. Envelope met up with Founder of Neva, Zuzana Spustova- jewellery designer from Slovakia, based in Oslo and mother of two boys.
Envelope by Celine Aagaard
What inspired you to create and launch your jewelry brand?
The idea came totally unexpected. I was in Paris with my mother and my second boy Johann, who was then 5 months. I saw this mother with a beautiful little girl, who wore a bracelet. I totally adored it, maybe because I do not have a girl and started to talk to her mother. She advised me to go to Dinh Vahn or Cartier, but I did not like the idea of putting synthetic material on my baby. I ended up in Bonpoint Paris, but learned that they have nothing that could grow on your child. I do not know why, but since then I could not think about anything else – NEVA universe started to appear in my mind.
Tell us shortly the story behind the brand
Neva means snow (latin origin) and If I had a baby girl that would be her name. I have two sons. In 2010, when I moved to Norway I felt very disconnected with my home country Slovakia. By creating NEVA everything felt into place and my two world are now living in harmony, complementing each other. My vision was to create very first jewelry in one’s life. Something that will be not kept in a treasure box, but worn with increase sentiment through life. My background is marketing, so when I started to think of NEVA universe I naturally though of the entire brand/concept not just a jewelry. I wanted to reflect the name in the entire brand identity. NEVA is a subtle fusion of Slavic tradition and Scandinavian simplicity, reminders of my dreamy summers and newly acquired white winters – sentiment of childhood expressed in classic couture feel.
Do you remember your first jewelry from your childhood?
It was definitely the earrings. I know it is not tradition in Norway, but I believe in the whole Eastern Europe it is common to pierce earrings already in the hospital. I remember playing with golden jewelry of my grandmother when I was a little girl. People did not have much money in communist era and many people kept their savings in gold. This is also why we have a great tradition in gold craftsmanship. I am very proud that my line is handcrafted in Slovakia by third generation of artisans.
Does your two kids, wear the ‘minineva’?
In the time when NEVA appeared in my mind Magnus, my older boy, then 3 years was quite obsessed about his letter. Everywhere we went when he saw written M, he was screaming “Mom, mom, look. Up and down, up and down. So he is actually an inspiration for the first collection called ‘minineva’ – 18 carat rose gold hand crafted mini letters. It is a very simple idea, yet absolutely personal. It was quite a job to pick the right font in terms of simplicity, yet cuteness. And then to produce those 5mm letters, My chief of the atelier has done an incredible job developing the entire alphabet. You must think it is 26 products, not 1.
Why do kids need jewelry?
I do not really think children or us need a jewelry. It is something nice to have and not need to have. But if you look around it is something that has always been here historically and culturally. Look for example at Africa or India, they put so much on their babies and kids. People all around the world love to wear something personal and differentiate themselves. Mininevasilk is designed especially for kids – combination of precious 18 carat gold and 100% natural Japanese silk. We use an exclusive Japanese silk brand that provides silk ribbons to houses like Dior or Louis Vuitton. A unique concept to be worn everyday gaining lovely patina with every mischief and play. A real first accessory with the most important sign in one’s life – the name and identity. My both boys wear their minineva silk everyday and they tent to show everyone. They are proud of it, And they love to change their color, every 3-4 months it is lots of fun to pick the new color of the silk. (all 11 names of the silks are named after children close to our heart, so it is quite funny to wear their friend colors, for example Ida or Samara.
In what way has your background from Slovakia inspired you?
Oh yes, my beautiful Slovakia. For me the “belonging” is one of the strongest emotion. We live in very globalized world where people move constantly and somehow think we can live wherever we want. I left my country when I was 21 and I will be always somehow longing for my home. I think my background is very present in my aesthetic. I am quite of a classicist and it translates into all areas including the logo and monogram of my brand.
Tell us about the collaboration with Naked Heart Foundation
Obviously this collaboration is a dream come true. It is my husband who pushed me in first place when he said that some children have much less than parents who buy them a bracelet. I was really resistant, because I did not want to create another charity bracelet, I wanted to create a strong brand. But he made me think, let’s put it that way. I have been following Natalia Vodianova for many years, her story is incredible. I also have a first hand experience to grow up with a child with special needs so I somehow always felt connected to her story. NHF naturally appeared in my head – simply, children for children idea. The idea felt very far fetched, but I really wanted to try it. With an amazing help of my family and friends I raised over 1500 EUR and travelled to Paris to run a half marathon with NHF team in April 2015. And the rest is a history. Anastasia, the president of NHF, liked NEVA and my idea to place a small red knot on the jewelry closer – a tiny reminder that there are kids who are in need. Something that disappear with wearing, but warms your heart when you receive your bracelet. 5 EUR from each bracelet goes to unprivileged children from NHF. It is by far the biggest achievement for NEVA. I am really proud and humbled!
You also say about your jewelry- they are all pieces of art that tell small stories - tell us.
I was unprepared how emotional will people feel about NEVA. It touches my heart and moves me forward. I get all kind of stories from my customers. Mothers and grandmothers mostly, happy children, but also sick children stories. Adopted children, unborn children. It is really moving that people trust us somehow and get this personal. It is also because we sell the way we sell. We do not have a classical webshop, but we work on request. People sometimes do not understand it, but once they do and they actually get hold of me or NEVA team, many of them get personal and emotional. I cherish those moments and I am super happy when they come back and I receive the update on their children and their adventures.
What else inspires you?
I do not have a design school, but I have been always obsessed with images. As a child my parents always found me in books or magazines. I remember we had only one shop in my city where they sold international magazine and I always got kicked out of there as I was coming every month to read them I could not afford to buy it. I love to watch aesthetics of luxury brands, it has always fascinated me. I feel very lucky and fortunate these days to be able to afford to spend my days in books about photography, architecture, nature, travel widely and visit exhibitions. At the same time, I am dreaming about bungalow in the forest, just my husband and kids, the serenity and solitude gives me lots of stimuli too.
What piece was the first you made?
Chief of my atelier made a letter ‘m’ for Magnus. It was in 14 carats yellow gold - a prototype. I will always keep it on my desk. I was ecstatic when I saw it.
How does your jewelry reflect your personal style?
It reflects, because it is not seasonal or trendy. It is a classic piece for a life time. My friends laugh at me because I always look the same. Most of the time I wear black, I do not change my hair style, make-up or the way I dress. I tend to buy very similar pieces and I do not have lots of clothes. The same applies to my jewelry, it is something that does not go out of fashion. You can wear it everyday
Is there anyone in particular you would like to see wearing your jewelry?
Of course I like to see my female and male (yes there are plenty of men who wear NEVA toocustomers too, but it is kids who make my heart jump! When I see my pieces on those chubby hands with worn out silk I get really proud. I was super happy to see my pieces on children of trend setting mums like Natasha Goldenberg or Laetitia Crahay among others.
What is style to you?
For me style is about balance inside out. I feel the most stylish when my body and skin feels healthy and energized. I am quite rigorous when it comes to my training and eating. For me it is not about the latest trend, it is about staying truth to what suits me and makes me empowered.
What trends do you believe in for AW16?
There is a lot up in the air in the fashion world. I am a big fan of Raf Simons and I completely agree with him when it comes to the importance of slowing down. Everyone asks me what is next with NEVA (and obviously I have plans) but I really believe fashion got too fast. Working previously for L’Oreal and Louis Vuitton I know what it means to launch new products all the time. And I must say, I do not like it. But I am not sure if we can actually change it. But at least I try. At the same time, I am really excited about all the changes happening in the industry. The brands I am watching very closely are NEHERA, VETEMENTS, REPOSSI AND LOEWE.
3 key pieces for fall?
Parka from Balenciaga, Vetements sock over the knee boots, NEHERA silk skirt. And upcoming collection from NEVA.
Where do you get your coffee in Oslo?
- Kaffebreniet, I am as loyal as it gets. I get my cappuccino everyday at Elisenberg.
Where do you eat in Oslo?
- I prefer to eat at home. I cook everyday and I am totally in love with the concept called Kokkeloren www.kokkeloren.no, I get my dinners there at least twice a week. Latest visit to Maemmo blowed our mind away.
What would you recommend people to visit in Oslo?
I am an ultimate city person, so I am enjoying to live at Frogner, also because my children go to French school. It is my most favorite part of the city. But I love Oslo’s proximity to the nature – my favorite spots are Bygdøy. I swim there from May until September almost daily, running at Songsvann or other parts of the forest. I never miss an exhibition with my children at Astrup Fearnley, Henie Onstad and the other galleries.
Where can we buy the jewelry? In Norway we distribute via Heaven Scent www.heavenscent.no, an amazing concept store at EGER. Otherwise we ship world wide via or webpage www.nevaoslo.com
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