At A Glance

Pernille Knudsen launched The Jewellery Room, a tech-driven marketplace curating unique, high-quality pieces from diverse designers worldwide. With a strong focus on data and forecasting, the platform manages demand and ensures a seamless, trusted customer experience. Her goal is to redefine jewelry shopping by blending innovation with personalization.

Who is Pernille Knudsen?

Meet Pernille Knudsen, co-founder at The Jewellery Room!

About The Jewellery Room 

Pernille's journey into the fine jewelry industry began with a shared vision alongside her sister, Charlotte Mobjerg Ansel-Henry. Together, they founded The Jewellery Room, a platform that not only showcases exquisite designs from talented artisans worldwide but also prioritizes exceptional customer service and innovative technology. Their commitment to transparency and communication allows customers to navigate the often intricate world of fine jewelry with confidence. 

Pernille’s Journey

Pernille founded The Jewellery Room with her sister four and a half years ago after both had already worked in the jewelry industry in different roles. They began with physical pop-up locations, like local fairs that connected independent jewellery designers with press and buyers. 

“Going into a traditional fair is often overwhelming,” Pernille said. “It’s not inspiring. It’s not a nice place to be. It’s concrete and whatever.” Their vision was to make a fair more like an art gallery for independent designers, an alternative to the “extremely expensive” setups featuring brands like Cartier and Bulgari. Collaborating with WGSN, they launched their unique fair concept during Copenhagen Fashion Week, and for a while, it thrived. But COVID-19 forced them to rethink their approach, especially as designers began asking for help when physical stores closed.

With the pandemic pushing them to pivot, The Jewellery Room went digital, launching the first version of their online platform in summer 2020. “We were like wow, now we have this amazing platform and everyone will go in and buy there,” Pernille recalled. “And obviously they didn’t.” 

They had envisioned the platform as a way to showcase independent designers to a broader audience, offering a unique assortment beyond the typical big-name brands. The jewelry industry, she noted, comprises “tons of super talented independent designers,” many of whom are women. Supporting these entrepreneurs became a core mission, but the initial site was “more catalog than it was anything.” Realizing they needed a deeper approach, they transformed The Jewellery Room into a tech company, combining their vision and industry network with new tech expertise, eventually forming a solid team based in Copenhagen.

Their winding journey to success eventually paid off. The company has experienced significant annual growth since it was founded nearly four years ago. 

Team Dynamic

The Jewellery Room is based in Copenhagen and works with designers they have handpicked to reflect the brand’s vision. 

To date, they’ve shipped pieces to more than 55 countries, reflecting the company’s international reach and the global family of designers they support.

Business Growth and Revenue Strategies

Since launching in 2021, The Jewellery Room has experienced impressive growth, with 40% year-over-year growth in subsequent years. As they enter their fourth full year of operation, the team remains optimistic, believing there is ample market potential to tap into. Pernille emphasizes the company’s commitment to being a trusted source for consumers while providing a platform that showcases exceptional jewelry from independent designers worldwide. With its ambitious growth plans, The Jewellery Room aims to solidify its position as a leader in the fine jewelry market.

Pernille attributes The Jewellery Room's disruptive approach in the fine jewelry industry to their innovative use of technology and data. She emphasizes that "there's no one with this assortment within fine jewelry across many brands that has taken the tech approach that we have." This unique strategy, combined with their diverse product range, sets them apart from competitors. The company continuously builds on its initial foundation, leveraging data to enhance their offerings.

While the company began with a small circle of angel investors and has largely bootstrapped its journey, it took a defining step in 2025 by bringing on an international partner. This marked an important milestone in accelerating its vision of becoming the world’s leading learning platform for fine jewellery. Overall, she expresses pride in how far they’ve come as a family-run business in the competitive jewelry market.

CX Emphasis

Customer support is central to The Jewellery Room’s mission, with the team dedicated to providing attentive, knowledgeable service. "We do everything possible," Pernille shares, explaining that their custom-built platform plays a crucial role in facilitating this support. Behind the scenes, their custom developed order management system GROW, keeps designers informed about incoming orders, timelines, and necessary materials, allowing them to focus on their craft. 

The Jewellery Room’s team handles all customer communication, helping clients understand details such as the differences between 18k and 14k gold, or citrine versus yellow diamond. Their team remains accessible through chat and email, ensuring quick responses and expert guidance. 

Acknowledging the handmade nature of fine jewelry, Pernille notes that delays can occur, whether due to sourcing stones or unexpected crafting issues, and The Jewellery Room takes responsibility for keeping customers informed along the way. This approach not only ensures transparency but also relieves designers from customer service duties, allowing them to focus solely on their artistry.

Innovation and Adaptability

At the heart of the brand is the customer and the trust they place in it.

What sets the company apart is something larger brands often cannot replicate: true uniqueness. Jewellery is rarely just a purchase. More often, it is a way to tell a story, mark a moment, or capture something deeply personal.

Through a carefully curated selection of independent designers, each piece carries its own narrative. That gives customers the opportunity to express their individuality in a way that goes beyond simply owning a well-known brand.

Where traditional luxury often signals status or purchasing power, the brand’s focus is different. Its pieces are not meant to show what someone can afford, but to reflect who they are and the story they want to tell.