THE FOUNDERS'
STORY
There is a question people often ask us, usually with a slightly puzzled look: “But how can you work together every single day — you're sisters?”
Our answer is always the same. Being sisters is not the challenge. It is the foundation.
In our family we were always “the girls.” The sisters. A unit. We grew up close, different in personality yet deeply aligned in what matters. That balance became one of our greatest strengths.
Twenty years in, Syster P is not just a business we built together. It is a reflection of who we are — our values, our friendship, and our belief that when women support each other, remarkable things become possible.
In 2006, we travelled to Shanghai. One afternoon we wandered into a gemstone market and were completely captivated by the beauty — strands of colourful stones in every shade imaginable. We had no plan, no strategy, no business idea. Just curiosity and a love of beautiful things.
Back at the hotel that evening, we spread the gemstones across the bed and began creating jewelry. Not as entrepreneurs. Not as founders. But as two sisters drawn to craftsmanship, colour and form. That moment planted the seed.
A few years later — after creating more than 1,000 handcrafted pieces — we left our jobs and devoted ourselves fully to what would become Syster P.
From the beginning, one principle guided us: We are sisters first. Business partners second.
Our very first retail partner was By Us For You, a fashion boutique just outside Stockholm. They took a chance on us early, when we were still finding our feet. That trust meant something then, and it still does — because By Us For You remains a Syster P retailer to this day.
From that first boutique, the family has grown considerably. Today our jewelry is carried by Hallbergs Guld, Åhléns, NK and Designtorget, among many others, in stores across Sweden and beyond.
We value every one of these partnerships. We show up, we listen, and we work to make sure that wherever a woman discovers Syster P — in a small boutique or a major department store — the experience feels right.
Our first retail moment many years ago was a pop-up at Arlanda Airport. Small, improvised and entirely ours.
We learned how women respond to the pieces in real life — what they reach for, what makes them pause. From there, we built: one store, then another, eventually a flagship on Stureplan.
And now, full circle, we have a permanent home at Arlanda once more. The place where it all started is now where thousands of women discover us for the first time every week.
Early on, we made a decision that has shape
everything since: we would not keep our suppliers at a distance. We would know them, visit them, and build relationships that lasted.
Over nearly two decades, our partners in India have become exactly that — true partners. Sonia, the founder of Metis Sourcing Consultants, and Sanjay, who has led our account for many years, have been with us for almost the entire journey.
Their dedication, loyalty and deep understanding of our values have been invaluable. They are not only trusted collaborators but an essential part of the story of Syster P. Much of what we have built would simply not have been possible without them.
the
Factories
All of our manufacturing partners are certified by the Responsible Jewellery Council (RJC), the leading global standard for responsible practices in the jewelry industry.
But certifications alone are not enough for us. We go ourselves — walking through workspaces, talking with people on the floor, asking about conditions, hours and what could be better.
One visit stays with us. A supplier showed us their newly renovated polishing unit: new machinery, proper safety equipment, good lighting, and the best view in the building — given deliberately to the people working there.
A small thing, but it told us our conversations had mattered. That is the kind of partnership we want.
Sustainability has never been a separate project fo us at Syster P. It is woven into everything we do — how we build our business, nurture our relationships and create our jewelry.
For us, it means making sure every piece carries a sense of care: for the person who wears it, for the people who make it, and for the world we all share.
A key part of our approach lies in the materials we choose. We use only 100% recycled silver — a decision we made early on and have committed to fully. Recycled silver has the same quality and properties as new silver, but with a significantly lower environmental impact.
Through our replating and recycling services, we also aim to extend the life of jewelry already in the world. Many pieces carry deep meaning for their wearers and deserve to last far beyond a single trend cycle. Jewelry that is cherished and worn for years is, in itself, a sustainable choice — and we want to give our customers the opportunity to care for and keep what they love.
Beyond
Jewelry
From the early years of Syster P, giving back has been part of how we think about building a company. Over time, we have collaborated with organizations working to strengthen the rights and opportunities of women and girls.
Meeting women and young girls whose lives are shaped by courage, determination and solidarity has reinforced something we have always believed: sisterhood is not an abstract value. It is a lived reality for women navigating some of the hardest circumstances imaginable.
Today, we support organizations such as Kvinna till Kvinna, working for women’s rights in conflict zones, and Friends, promoting safe environments for children in schools. These commitments are not add-ons. They are part of who we are.
We have worked with people at every stage of life and career — interns bringing fresh eyes, colleagues who have grown with us over the years. Watching people take on new challenges and exceed their own expectations never gets old.
We set goals together, celebrate when we reach them, and work through setbacks the same way. The values we share guide how we hire, how we make decisions, and how we show up for one another and for our customers every day.
Being two sisters at the helm helps. Much of our decision-making comes naturally, because we share the same foundation. The hard calls are still hard. But they are never lonely.
Building Carefully, GrowingSteadily
Twenty years of entrepreneurship has not been a smooth ride. There have been difficult periods, uncertain decisions, and seasons that tested us.
What has kept us steady is a commitment to doing things properly — choosing the long game, growing at a pace we can sustain, and taking our responsibilities seriously alongside our ambitions.
Being named a Gasell company in 2025 was a genuine milestone, and one that belongs to the whole team.
Twenty years on, we know that beautiful things have real power. A piece of jewelry can be a quiet act of confidence — a small daily ritual that makes the world feel a little more manageable.
We know that systerhood is not a tagline. It is what makes this possible — between us, within the team, with our customers and partners, and with the women whose lives we hope to touch in some small way through our work.
And we know that happiness, when shared, is doubled.
Thank you for being part of this.
Your Syster P sisters
Necklaces
Bracelets
Earrings
Rings
