Keeping up with Upmark

Founder Daniela Upmark tells you the background of her rebellious alter ego, named Blue Billie. How did she come to life and what type of woman has she grown in to become?

Who is Blue Billie?
-She is the type of woman that runs on energy, good vibes and has a larger-than-life attitude towards everyone she meets.

What is the birth story behind the brand?
-Blue Billie was born in 2015, in my hometown Stockholm in Sweden. She came to life after endless searching of that special jewelry that makes you stand out from the crowd and can portray a person’s life history.

What is your motto in life?
-With Blue Billie I want to empower people through the jewelry’s aesthetics and I am a firm believer that everyone can, and should, carry their own story with confident. I find jewelry to be the most personal object a person can wear and that every piece should have a deeper meaning or personal aspect to it.

What sets this brand apart from the rest?
-Blue Billie wants everyone to know the art of owning one’s personal expression and to never buy in to a ready or beforehand completed look. The importance is that your jewelry should be unique, edgy and at the same time be able to tell a story. There can be so much going on beneath the surface in a person’s life and knowing that a jewelry subtle can statue that is what Blue Billie sets out to give to our customers.

What are the most memorable moments in this journey so far?
-Seeing people that have inspired me in my personal life and as a businesswoman wearing jewelry from Blue Billie has been a big milestone in our brands still pretty young life. To name a few of the: Poppy Delevingne, Julia Restoin Roitfeld, Alicia Vikander, Blanca Miró and Pernille Teisbaek.

What is in store for you in the future?
-Blue Billie inspires me to be adventurous, a wild spirit and very fun- just as she is. Therefor you can never really tell what we will be up to. As I love a good contrast, we can launch a Limited-Edition Collection of our most exclusive jewelry and shoot a campaign where the model eats cheese doodles in the movie (this has actually happened!). The future will for sure be a good ride!