Cult jewelry and accessories brand by boe is the product of partners Annika Salame (Designer/Creative Director) and Philippe Salame (CEO). 

 

Founded in 2000, by boe began as an intimate retail shop named Annika Inez on the Upper East Side of Manhattan, which also served as Annika’s workshop. Along with Annika’s uncommon take on architectural and nature-inspired pendants, cuffs, and earrings, Philippe’s mutually complementary professional experiences in marketing and production helped the brand quickly grow.

 

Today, by boe is sold in New York City at 172 Prince Street (between Thompson and Sullivan streets) while its wholesale arm continues to thrive and expand in new and exciting markets. by boe is carried by retailers around the world in small neighborhood boutiques, museums, and select department stores. 

 

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.

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 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.