About

Cult jewelry and accessories brand by boe began in 2000 as an intimate retail shop (originally named annika inez) on the upper east side of manhattan, which also served as annika's workshop. The designer's scandanavian roots and diverse creative experiences - including interior design studies at parsons and an apprenticeship with a couture dressmaker in dubai - immediately yielded something altogether provocative and new in the contemporary jewelry market. Along with annika's uncommon take on architectural and nature-inspired pendants, cuffs, and earrings quickly gained attention. Soon after opening their boutique, by boe began to expand with a larger retail outpost in soho and the establishment of a new wholesale jewelry business.

TODAY, By boe is showcased and sold in its webshop, byboe.Com, while its wholesale arm continues to thrive and expand in new and exciting markets. Along with by boe’s large base of retailers in the united states-from tiny neighborhood shops to larger retail outposts-the line is also popular in japan, ireland, france, england, singapore, greece, canada, and italy. Each season's limited-run designs have become collectors' items among by boe enthusiasts.

Popular with the fashion and style media, by boe is constantly being worn by celebrities, and continues to be a favorite with fashion editors at magazines around the world with every new season.

by boe’s Jewelry is designed and handmade in their nyc studio using 14-kt gold-filled, sterling silver and a mix of new and vintage materials from around the world.

You could say the Swedish-born Annika Salame has the makings for design in her blood. Her grandparents, mother, and father all worked in the fashion industry. It was her mother’s stories of being a fashion designer in New York City in the '60s that encouraged Annika to eventually cross an ocean to realize her dream. Annika was studying fashion design in Sweden when she considered a shift in studies. This pause redirected Annika to interior design at Parsons, where she refined her awareness of shape, form, texture, and color and began translating her passion into fashion.

She then moved to Dubai and worked with a traditional dressmaker. The experience involved a tremendous amount of beadwork and embroidery, which the designer believes kick-started her love of embellishment and jewelry. "It really made me focus on details much more closely, seeing how they worked on various parts of the body, like jewelry."

Annika opened her first shop, named Annika Inez, on New York’s Upper East Side. Here she showcased her experiments with vintage and industrial materials in unexpected jewelry design. As the by boe line grows, Annika continues to balance the architectual and modern with the pure and natural, all the while ensuring the affordability of by boe’s pieces.

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