Introduction: “Pilgrim encourages an extraordinary every day for every soul who wants to join our journey and wear jewellery to express themselves.” So says Pilgrim Head of Global Travel Louise Rohde who talks about the inclusive and empowering ethos that drives the sustainable Danish jewellery brand.
With this philosophy, Pilgrim has evolved from a grassroots business into a globally recognised brand, offering both jewellery and sunglasses.
Travel retail has become a crucial element in Pilgrim’s growth strategy, allowing the brand to connect with a diverse, international audience and showcase its travel retail-exclusive collections in key markets, including airports and cruise sectors. As Pilgrim expands into new territories, including the USA and Canada, sustainability remains at its heart.
Rohde discusses the brand’s dedication to inclusivity, sustainability and design innovation. She outlines Pilgrim’s ambitions in travel retail, the significance of its duty-free channel and its growing presence in international markets.
Rohde also highlights the role of spirituality and authenticity in Pilgrim’s designs and how these values influence both the creative process and business practices.
Can you share the story behind the inception of Pilgrim and what inspired this brand?
Pilgrim’s story began in 1983, in the small town of Skanderborg, Denmark, founded by Annemette Markvad and Thomas Adamsen. Their passion for creating jewellery, combined with a love of music and people, drove them to start the brand, initially selling jewellery at festivals.
Fast-forward to today, Pilgrim has grown into a globally recognised name known for its distinctive Scandinavian design, offering both jewellery and sunglasses. Throughout its journey, Pilgrim has remained true to its core values of empowerment and fostering a positive, inclusive workplace where respect, trust and responsibility are key.
Pilgrim encourages an extraordinary every day for every soul who wants to join our journey and wear jewellery to express themselves. Free from limitations and box-thinking, our universe is a place of freedom empowering everyone to be exactly who they want to be.
What is Pilgrim’s ambition in travel retail? What are your priorities in terms of retailer, geography and channel type?
Travel retail plays a central role in Pilgrim’s strategy. It not only enhances brand visibility but allows us to connect with a global audience. The duty-free channel is crucial for unveiling travel-exclusive products which offer travellers a distinctive shopping experience.
While Pilgrim’s stronghold remains in Europe, we are expanding in key international markets such as Canada. Our primary focus is on airports, but we also see potential in the cruise sector. In the USA, Pilgrim has gained traction through its listings with operators such as 3Sixty and recent launches at Dallas Fort Worth and Newark Liberty International Airports.
Pilgrim Jewellery emphasises spirituality and authenticity. How do these values influence both your designs and business practices, and can you walk us through the design process?
Spirituality and authenticity are deeply embedded in Pilgrim’s DNA. We aim to create pieces that empower individuals, encouraging them to express their true selves. Our designs balance classic, timeless elements with contemporary trends, ensuring each collection resonates with a broad audience.
Crafted from high-quality materials such as 24-carat gold or 925 sterling silver, our jewellery harmonises with any wardrobe.
We are deeply committed to sustainability. More than 70% of our jewellery is crafted from at least 75% recycled materials. This initiative is just one of many steps we are taking as we continue our journey to become a more responsible and ethical brand. We recognise the need to reduce our environmental impact and are focused on making meaningful progress every day.
At Pilgrim, the design process is all about self-expression. Each collection is crafted to blend seamlessly into our customers’ existing jewellery wardrobes, offering a fusion of timeless elegance and on-trend elements. All pieces are designed to be adjustable, allowing for a personalised fit.
Our commitment to affordability also sets us apart, with prices ranging from €20 to €100, and our open access displays in stores provide customers with a tactile shopping experience. We aim to create jewellery that not only enhances one’s look but also aligns with their values.
How important is travel retail to Pilgrim’s business today? Is it more of a showcase or a sales driver?
Travel retail is both a showcase and a major sales driver for Pilgrim. Our travel retail-exclusive collections, particularly jewellery and sunglasses, consistently rank among our best-selling items. These products resonate strongly with travellers, contributing significantly to turnover.
We have experienced robust growth, both organically and through new airport locations. Since last year, we have added ten new airports to our portfolio, further enhancing our global reach. Airlines have also responded positively to our collections, with travel retail-exclusive items proving particularly popular.
How does Pilgrim engage Gen Z, and what are your key markets?
Gen Z is a key audience for Pilgrim. Our focus on affordability, sustainability and inclusivity resonates with this generation. We engage them through social media, collaborations, and designs that reflect their desire for self-expression and authenticity. Europe remains our largest market, but we’re seeing growth in North America, particularly in Canada and the USA. We also have a growing presence in Asia, with plans to continue expanding in the region.
What is the vision for the future of Pilgrim? Are there any upcoming projects or collections you’re particularly excited about?
We’re excited about our Spring 2025 Travel Exclusive Jewellery and Sunglasses collections, which we’ll be unveiling in Cannes [at the TFWA World Exhibition, 29 September-3 October]. These collections reflect our commitment to innovation, sustainability and design excellence.
Additionally, we are proud to have been nominated for the Frontier Awards for a pair of recycled sunglasses. This recognition underscores our dedication to combining fashion with environmental responsibility, and we look forward to continuing our journey with both new and existing partners. ✈
