Balanced, minimalist, architectural… These words spring to mind when introducing IVAN’s latest collection, PRIMITIVES. Born and raised in Sweden, designer and founder Ivan Pettersson expressed his own aesthetic beliefs into every detail of IVAN pieces. Crafted with a focus on structure and surface, the designer’s background of graphic design seeps into his jewelries. Typically with strict silhouettes, combined with a certain interesting twist.

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Bruised Cube, PRIMITIVES collection | Photography courtesy of IVAN

PRIMITIVES collection | Photography courtesy of IVAN

A Scandinavian accent is feeds through the PRIMITIVES collection, via finely honed lines and surfaces with minimalist features. Not too much decoration or complexity is attached to each of the designs. Instead, a lot of attention is placed on proportions and delicacy of lines, meeting each other to add a touch of strength into a design. The interrelationships between surfaces and lines produce the brand’s philosophy.

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Silver Cubecube, PRIMITIVES collection | Photography courtesy of IVAN

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Gold Cubecube, PRIMITIVES collection | Photography courtesy of IVAN

I want them to be proud, not that they wear my design but proud of being themselves to dare try something different, that they are attracted to and not being controlled by norms.

Ivan Pettersson, founder and designer of IVAN

Gold Spiral, PRIMITIVES collection | Photography courtesy of IVAN

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Gold Skull, PRIMITIVES collection | Photography courtesy of IVAN

PRIMITIVES approaches modern and sophisticated women with classic motifs. The Skull ring embodies the golden age of rock ’n’ roll. The Spiral ring tells tales with no beginning or an end. The Cube represents the avant-garde. IVAN carves the feeling of  ‘statement’ into every piece. They are versatile and prominent. IVAN men or women can be classic, rebellious, elegant, modern and different.

Attention to detail has run through the whole collection and I love them all.

Ivan Pettersson, founder and designer of IVAN

Silver Cube, PRIMITIVES collection | Photography courtesy of IVAN

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Gold Cube, PRIMITIVES collection | Photography courtesy of IVAN

Breaking through boundaries of traditional jewelry, as ‘wearable architecture’, IVAN captures public admiration with more structural shapes rather than the feminine and dainty. Simple and clean execution of elements shine, untainted. They are easy to wear for formal or informal occasions. They give freedom to the wearer to add a personal touch, but at the same time stay noticed and attractive.

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Ivan Pettersson profile picture | Photography courtesy of IVAN

Behind the brand, Pettersson prefers to work on his own, deconstructing, reconstructing, trying out different shapes and models. He enjoys the design process, even down to the detail of packaging and brand communication. His aesthetic takes form from idea conception to final product in a whole and complete process.

Special thanks to Ivan for his insightful comments and press materials 

Edited by Sonia Wan