Lily and Rose

Lily and Rose is an independent Swedish fashion-jewellery brand based in Gothenburg, known for vintage-inspired, handcrafted pieces set with Swarovski crystals and freshwater pearls. It was founded by fashion designer Therese Zetterberg, who built the label out of her earlier couture and bridal work, and it grew into one of Sweden's better-known costume-jewellery names. Alongside earrings, necklaces, bracelets and rings, the company runs a dedicated line of hair accessories.

The brand remains active. As of 2026 it shows current seasonal collections, including its "Amalfi Dreams" and SS26 ranges, sells through several regional storefronts, and maintains an Instagram following of around 78,000.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Lily and Rose grew out of Zetterberg Couture, a couture and bridal label that Therese Zetterberg launched in 2007 [1]. According to the company, she designed her first jewellery with those clothing and bridal ranges in mind, before turning jewellery into a business of its own [5].

The founding date of the jewellery brand is recorded inconsistently across the company's own sources. The brand's Swedish site states that Lily and Rose was "an independent jewellery brand founded in 2012 by Therese Zetterberg and Niklas Eriksson," launched in Gothenburg [3]. The company's European about page instead frames the brand's origin through the 2007 Zetterberg Couture line, naming Zetterberg as designer and founder without a separate launch year [1]. The 2012 date refers to the jewellery brand itself; 2007 marks the predecessor couture line.

The head office remains in Gothenburg, and the Swedish site says the label quickly became one of the best-selling fashion-jewellery brands in Sweden [3]. By the brand's account, the name was drawn from the television series Sex and the City.

Zetterberg describes her design approach as personal and evolving, built around a combination she calls "playfulness, wearability and glamour," with character that reflects the "passion and humour of the craftsman" [1]. The company traces its inspiration to "timeless vintage, craftsmanship and couture dresses" as well as "nature and fairytales," and points to colour as a central influence. A retailer carrying the brand summarises the look as romantic elegance paired with a flirtatious flair.

The jewellery is positioned as accessible rather than fine jewellery, a tier the brand itself signals with collection names such as "Affordable luxury" [1].

Lily and Rose sells across earrings, bracelets, necklaces, rings, hair accessories and gift sets, organised into themed ranges including the Botanical edit, the Sofia and Emily collections, and a pearl line [1]. The pieces are gold-, silver- and rose-gold-plated and embellished with Swarovski crystals in bold colour combinations, often with freshwater pearls [4].

The hair-accessory line is substantial, with more than a dozen styles spanning hair clips, velvet hair pins, hairbands and larger hairpieces; named designs include the Rita hair clip, the Coco velvet hair pin and the Esmeralda hairpiece. The brand says these are made to match its jewellery, with the same crystals and freshwater pearls.

The company's accounts of where its jewellery is made differ. Its Swedish site states that the pieces are produced in Seoul, South Korea, through a family-owned manufacturer with more than 30 years of experience in handmade jewellery, a partner Lily and Rose says it has worked with for over a decade [3]. Older retailer copy instead describes the jewellery as handcrafted "in their own ateliers by a family business with more than 40 years of experience" [4]. The Seoul, South Korea, account is the brand's current statement.

On ethics, the company says it follows the ten principles of the United Nations Global Compact and that all employees are paid and treated fairly [3].

Lily and Rose is an active, independently run brand. Its most recent visible activity includes 2026 seasonal collections live on its website, multiple regional storefronts covering Sweden, the wider European market and the United Kingdom, and an Instagram audience of roughly 78,000 followers. No parent company or acquisition is recorded; the brand is operated independently from Gothenburg.