CHORÉL: A New Expression of Timeless Elegance
THE BEGINNING OF CHORÉL
CHORÉL began during a summer in the South of France. What was meant to be a short break turned into the start of something new.
At the time, we had been looking for jewelry that felt timeless - pieces with weight, presence, and purpose. What we found instead reflected how much the industry had changed. Stainless steel and mass-produced designs had become the norm, and the sense of exclusivity that once defined jewelry had started to disappear. Jewelry no longer felt like something to care for or keep.
One evening, we attended an open-air ballet by the coast. The choreography was striking in its precision: every movement graceful, intentional, and balanced. It captured the fine details that make something truly lasting - the kind of craftsmanship that leaves an impression. It felt exclusive in the quietest way possible.
That experience stayed with us. It represented everything we felt was missing in modern jewelry: a sense of harmony, quality, and permanence. A few days later, we wrote down CHORÉL, a shorter, more modern expression of the same idea.
Back in Copenhagen, we began designing the first collection with a simple goal: to create jewelry with a lasting sense of substance and care. Each piece is crafted in solid materials and designed to hold its relevance over time - understated, enduring, and made to be worn for years.
BRAND PHILOSOPHY
At CHORÉL, we believe that true luxury lies in craftsmanship, balance, and lasting quality. Every design is created with precision and care - jewelry made to be worn often, kept for years, and to hold its relevance over time.
Our approach is shaped by Scandinavian design principles and a respect for detail. We pay attention to proportion, weight, and the small elements that define a piece - the curve of a hoop, the clasp’s click, the tone of the metal.
To ensure durability and depth of color, all CHORÉL jewelry is crafted in 925 sterling silver and finished with 18k gold vermeil or rhodium. Vermeil differs from standard gold plating in one key way: the layer of gold is significantly thicker. It’s an intentional choice - one that gives each piece a richer finish and ensures that it ages beautifully over time.
We don’t design around trends or seasons. CHORÉL represents a slower approach to design - thoughtful pieces for those who value quality and quiet confidence.