The new Kalevala was born on 3 September

Kalevala Koru Oy is stepping into a new era with the new Kalevala, based on the heritage of Lapponia and Kalevala Jewelry. The Kalevala brand was launched on Thursday, September 3, 2020. The reform involves a powerful return to the company’s roots.

“We have strong confidence in the power of our brand and the strength of jewelry manufacturing in Finland and, as a company, we have a unique story to tell,” says Kirsi Paakkari, Managing Director of Kalevala Koru. The new Kalevala is even more strongly inspired by its one-of-a-kind story and Finnish cultural heritage.

“The coronavirus pandemic aside, we will continue with our strategy, investing heavily in growth and renewal,” Paakkari says emphatically. “We believe that the current world situation will further strengthen Kalevala Koru’s opportunity to succeed, based on domestic, responsible production,” she continues.  

The new web shop, and the inspiring brand store on Keskuskatu in Helsinki, empowered by Finnish nature and mythology, were opened on September 3. A nationwide ad campaign, spearheaded by director Aino Suni’s short film Vala (The Oath), was launched at the same time. The unveiling of the brand’s first new pieces of jewelry was one of the highlights of the launch.

“The look of the new Kalevala is powerful and distinguishable. It is inspired by both the company’s unique story and Finnish cultural heritage, but with a fresh approach,” says Maria Uunila, Brand and Design Director. “Reaching and addressing younger consumers plays a key role in our future growth. This has been one of the cornerstones of the reform,” Uunila continues. The brand reform was planned and implemented in collaboration with Finnish partners.  

The new Kalevala proclaims that the world was created by a woman. “According to the myth in Finland’s national epic Kalevala, the world was created by a woman. This myth is an ideal match with the story of how this company was born, and our values,” Paakkari says. Kalevala Koru is a company founded and owned by women. Ever since it was established in 1937, it has been an advocate for women and children, acting for their benefit.

Social responsibility has always been Kalevala Koru’s core value. “This fall, we will also return to our roots in doing good with the new Kalevala Training Center to be opened in the small village of Makongeni in Kenya,” says Paakkari. The training center operations are led by Viola Wallenius from Finland, and the study programs open the way for the most disadvantaged young women to a profession and independent livelihood. The training center was built and the operations launched with funding by Kalevala Koru. The center’s aim is to provide vocational training to approximately 190 young women every year.

Step into the new Kalevala from 9 a.m. on September 3:

Keskuskatu 1, Helsinki, Finland

Further information and contacts:

Kirsi Paakkari, Managing Director, tel. +358 50 382 2025, kirsi.paakkari @

Maria Uunila, Brand and Design Director, tel. +358 500 999 500, maria.uunila @