Journal

Alluring – the form of quiet confidence

Design Juslin Maunula

When form is clear, it needs no explanation. Kalevala Jewelry’s Alluring collection is a perfect example: a modern, minimalist and sculptural collection where geometry, movement and material meet in serene harmony. Alluring is one of Kalevala Jewelry’s most beloved collections, and it now expands with a new ring, earrings, and a pendant.

The Alluring collection was designed by the duo Juslin Maunula, whose work is defined by a distinctive dialogue between fashion and architecture. Designer Laura Juslin and architect Lilli Maunula are known for their uncompromising approach: to refine, distil, and simplify – to remove rather than add.

Alluring is rooted in geometry and in the harmony of light and shadow. The forms are based on fundamental shapes that retain their identity even when mirrored or reversed. The collection is built from symmetrical base forms and their counterparts – shapes that are easy to recognise, almost archetypal. There is something both primitive and balanced about them.

“Geometry is not cold. It brings structure and calm. In Alluring, the form carries itself,” says Lilli Maunula.

Although the foundation is systematic, movement lies at the heart of the collection. Forms crafted from silver and bronze sheets bend, curl, and lift off the two-dimensional plane. The surface breaks the purity of the base form and brings it to life – light and shadow move across the jewellery, giving the minimalist shape a new, subtle rhythm.

Juslin Maunula closely observes the world around them and the currents of fashion, yet consciously avoids fleeting trends. For them, timelessness is not the absence of trends, but a deliberate choice.

“Timelessness is at the heart of responsible design. We want to create something that endures – jewellery that retains its meaning and value over time,” explains Maunula.

「タイムレスであることは、責任あるものづくりを支える力です。私たちは、時を重ねても続くもの――意味と価値を保ち続けるジュエリーをつくりたいのです」と、Maunulaは語ります。

A coherent concept that allows for growth

Alluring demonstrates how a strong, clear concept enables a collection to grow naturally. The new pieces embody the collection’s distinctive language of form and continue the original idea seamlessly.

“When the concept is in balance and every element speaks the same language, the design process flows almost on its own. We know the logic we follow, which makes it easy to expand the collection,” explains Laura Juslin.

The internal rhythm, proportions, and interplay of surfaces keep the expression strong and recognisable. The pieces work both together and independently – Alluring is a cohesive whole that adapts to the wearer’s style and life.

A Small sculpture for the body

The working method of Juslin Maunula is inherently sculptural. They design across multiple scales, and the same thinking translates from garments and spaces into jewellery. Alluring pieces are like small, wearable sculptures.

“Jewellery design requires sensitivity to the balance between form and wearability. The shape has to work in relation to the body, the face, and movement – yet remain strong on its own, even without a wearer,” says Juslin.

Alluring is not decorative. It does not seek attention, but radiates quiet confidence – a feeling that needs no declaration.

“I am here, I command my space, and I don’t need to fill it with noise,” Juslin adds.

Collaboration at the heart of craftsmanship

The Alluring collection was created in close collaboration with Kalevala Jewelry’s goldsmiths. Time spent at the Helsinki factory and the deep expertise of craftsmanship have been essential to the design process.

“It is a privilege to be part of Kalevala Jewelry’s story. Knowing that the jewellery is still made in Helsinki, shaped by skilled hands, makes the work especially meaningful,” says Juslin.

Timelessness as a responsible choice

Kalevala Jewelry’s design strategy is strongly aligned with timeless design. Creative Director Aino Ahlnäs describes Alluring as a collection for someone who knows who they are.

“Alluring does not shout for attention – it is present. Its strength lies in serenity, intelligence, and insight. That is what makes it so irresistible,” says Ahlnäs.

Alluring is modern and timeless – but ultimately, it is also a feeling. Its purpose is not to define the wearer, but to strengthen what already exists.