Mockberg: Timeless Design, Built for a Lifetime
In a world where fast fashion dominates and trends change overnight, Mockberg stands apart. Founded by Elvira Eriksson, the Swedish brand has redefined timeless elegance, offering high-quality watches and jewellery designed to last a lifetime. But Mockberg is more than just a brand—it’s a movement, led by women for women, creating pieces that are both beautiful and enduring.
Q: Elvira, Mockberg started as a watch brand. What inspired you to create your own?
It almost happened by accident. I was looking for a watch for myself, but I was shocked at how limited the options were for women. Everything was either overly feminine—pink, diamonds, delicate—or too chunky, like the "boyfriend" watches women were wearing to avoid those hyper-feminine designs. I realized there was a gap in the market for something timeless, contemporary, and distinctly Swedish. So I thought, why not design my own?
Q: The name Mockberg—what’s the story behind it?
It’s actually named after a mountain in Sweden. I wanted something that felt strong, timeless, and rooted in Scandinavian design.
Q: Your designs are known for being classic and enduring. How do you balance trends with timelessness?
We follow trends, but we never chase fast fashion. Every piece we create is meant to last and stay in our collection for years. Design-wise, we keep it feminine and classic—nothing overly complicated, just elegant pieces that will always feel relevant.
Q: Watches were your starting point, but now you’re in jewellery too. How did that transition happen?
I had been working with watches for a long time before expanding into jewellery. One thing that surprised me was how quickly some jewellery lost its quality and color. That didn’t sit right with me. We spent time finding the right materials, and now all our pieces are made to last. We source high-quality materials from China, where we found an excellent production partner. For me, sustainability is about longevity—creating pieces that don’t just look beautiful but actually endure.
Q: Mockberg offers a lifetime guarantee on its jewellery—something rare in the industry. Why is that important to you?
Because it holds us accountable. When I started, I debated whether to produce in silver and in Europe, but ultimately, I chose to manufacture in China because it gave us better longevity. A lifetime guarantee isn’t just a marketing move; it’s a promise. If we say our pieces are made to last, we need to stand by that.
Q: Mockberg is also unique in another way—it’s the only women-founded and women-led watch brand in the world. How does that influence your approach?
It changes everything. The watch industry is dominated by men designing for women. At Mockberg, we design with women in mind, not just for them. Our community is incredibly strong, especially in Sweden and Norway, and they’re involved in every drop we release. We listen to them, and that’s what makes our pieces so special.
Q: You’ve also introduced lab-grown diamonds. What’s the vision behind that?
I always say, "I started by selling bicycles, and now I’m selling cars." Lab-grown diamonds have made high-quality, sustainable fine jewellery more accessible for women. We also offer custom designs, so you can create your own engagement ring—something personal, something that truly reflects you.
Q: Can you give us a sneak peek into what’s next for Mockberg?
Yes! We’re launching a new watch in April, and honestly, it’s the best thing we’ve ever made. Minimalistic, elegant, everything Mockberg stands for. And for our Spring jewellery collection, we’re keeping it delicate—thin rings, small earrings, very minimalistic. When I design, I always have the Scandinavian woman in my mind. It’s about making women feel beautiful. Jewellery, to me, is like makeup—it completes the look, the feeling.
Q: Finally, what’s the one thing you want people to know about Mockberg?
That we’re redefining timelessness. Our pieces are built to last, designed to empower, and created by women who truly understand what other women want. Mockberg isn’t just a brand—it’s a movement.