Babushka started with a simple idea.

About two years ago, Tobba (the founder) began thinking about creating a brand after getting tired of always saving her favourite accessories for special occasions. She wanted accessories that felt current, were made from durable materials, and would not tarnish over time.

Being allergic to nickel made that even more important. Sensitivity to certain jewelry materials is common, and Tobba wanted to find a better solution for herself and others with the same problem. She wanted to be able to go to Sund, for example, without having to remove her jewelry.

Tobba also felt that current fashion accessories were limited in Iceland, while many of the more accessible jewelry options were made from materials that could tarnish over time. When she started wearing stainless steel jewelry, that problem disappeared. It was much better for her skin, and it could be worn again and again without it getting ruined. That became the main focus behind Babushka’s first jewelry line, Ringulreið.

Although the idea started with Tobba, it was her partner Róbert who encouraged her to take the first steps and turn it into something real. Tobba then began designing each jewelry piece for Ringulreið, while Róbert helped with the technical drawings and supplier connections.

Neither of them had any experience on building a brand, so over the last two years they have had to learn a lot along the way and figure out things they never expected to be part of the process. Eternally grateful to everyone who helped.

The name Babushka also came naturally. Tobba has always loved matryoshka dolls, commonly known as babushkas. They are colourful, layered, and always accessorized, an idea that fits our brand identity perfectly.

Babushka is inspired by the creativity all around, our fashion culture, our nature, and lifestyle, with a modern bohemian influence running through it all.

Tobba is already designing a new accessory line, including bags and other statement pieces, with more to come.

Hopefully, you enjoy wearing Babushka as much as they enjoyed creating it.

Thank you for being here.