Pilgrim
Pilgrim is a family-run Danish jewellery brand founded in Skanderborg in 1983 by Annemette Markvad and Thomas Adamsen. It makes gold- and silver-plated earrings, necklaces, bracelets and rings, as well as sunglasses.
| Founded | 1983, Skanderborg |
|---|---|
| Founders | Annemette Markvad, Thomas Adamsen |
| Ownership | Family-run |
| Price range | About 20 to 100 euros |
| Website | pilgrim.net |
What is Pilgrim?
Pilgrim is a Danish jewellery and accessories brand founded in 1983 in Skanderborg by Annemette Markvad and Thomas Adamsen. The company, which started out selling jewellery at festivals, remains family-run.
Products and positioning
Pilgrim makes affordable fashion jewellery, with prices of roughly 20 to 100 euros. The range includes:
- Earrings, necklaces, bracelets and rings, plated with 24 carat gold or 925 sterling silver
- Adjustable pieces for a personalised fit
- Sunglasses, mainly from recycled plastic, with polarised lenses and UV400 protection
Sustainability is part of the positioning: over 70% of the jewellery is made from at least 75% recycled materials.
Distribution
Europe is Pilgrim's largest market. Travel retail is central to the strategy, with travel-exclusive jewellery and sunglasses sold mainly at airports using open-access displays. The brand has been expanding in North America, including launches at Dallas Fort Worth and Newark Liberty airports, and is growing in Asia.
Why it matters
Pilgrim shows how an accessible Scandinavian jewellery brand can scale internationally through travel retail and recycled materials.
Frequently asked questions
Where is Pilgrim jewellery from?
Pilgrim is a Danish brand founded in Skanderborg, Denmark, in 1983.
Who founded Pilgrim?
Pilgrim was founded by Annemette Markvad and Thomas Adamsen, who started by selling jewellery at festivals.