Blue Billie is a Scandinavian jewelry brand, launched in Stockholm, August 2015 by Daniela Upmark. The philosophy of BlueBillie is storytelling through charms, bracelets, chains, earrings and symbols such as letters and star signs. To include the costumer in the creating process and allowing them to tell their own story is the core in the Blue Billie philosophy.

BlueBillie is a fictive person, the alter ego of Daniela if you will. She came alive when Daniela realized that she wanted to design jewellery, but needed it to bigger than just herself. She wanted to create jewelry everyone could relate to, without having to relate to Daniela directly. This is how she created Blue Billie. It was a given from the start, since blue is Danielas favorite color and Billie her darling name.

Daniela wants BlueBillie to be her own person, with her own stories. They have the same spirituality, but BlueBillie lives in another world. To Daniela, she’s the girl who follows her dreams unconditionally. The girl with her heart in her chest pocket and thoughts high in the sky. She stays out too late, does whatever she wants to, and always feel too much.

She’s the girl with all the good stories and the symbols and jewelry of Blue Billie is how she tells them to the world.

Every BlueBillie Jewelry carries a story of a place, a thought, a lyric, a state of mind or even just a scent. Blue Billie herself keep her most precious stories with her everywhere she goes. For strength, for fun, to remember where she’s been and where she’s going. Blue Billie wants YOU to do the same with YOUR stories. Wear them around your neck, your arm or let them hang in your ear. Always remembering your stars, your moons and your universes.

So, what’s your story?


Blue Billie works with a truly personalized concept. The whole idea is based on that you can mix and match the pendants and symbols over the collections to create your own signature jewelry statement, to express your own story with your jewellery wardrobe. The Blue Billie bases is the chains, Collect Necklace & Bracelet and the Earring Hoops, which you can add any symbol to.

It’s all up to you!