The exclusive Moomin-themed capsule jewellery collection by iconic London-based Tatty Devine launches in-store and online on October 17th.
Tatty Devine, an iconic London-based jewellery company ranked as one of the 50 coolest brands in the world by Dazed and Confused, is the brainchild of Londoners Rosie Wolfenden and Harriet Vine. Frustrated with the absence of exciting jewellery available, they founded Tatty Devine in 1999. Already early on their jewellery achieved a cult following with fans that are still standing with the brand 20 years later. Their pieces brim with personality and leave no one feeling grey.
Tatty Devine’s new Moomin collection – which includes necklaces, earrings, and brooches – features beloved characters and design elements plucked straight from the world of Moominvalley, created by Finnish artist and illustrator Tove Jansson in the 1940s.
In the collection, Little My, Moomintroll and other fan favourites, are immortalised in Tatty Devine’s signature glossy laser cut and layered acrylic.
The collection allows us to adorn ourselves in delicate floral motifs, hand-penned by Tove Jansson, digitally printed to appear as though they’ve jumped from the pages of a well-thumbed Moomins book.
Rosie Wolfenden and Harriet Vine, the founders of Tatty Devine, said of the collaboration: “We have always greatly admired Tove. There is a natural synergy in the underlying messages of friendship and love that flow through both of our creations.”
They continued: “Tove Jansson’s Moomins have a special place in our hearts – as children we loved the stories and as women we are inspired by Tove’s fearlessness and creative passion.”
Sophia Jansson, creative director of Moomin Characters and niece of Tove Jansson, said: “Moomin and Tatty Devine share a significant fan base of cool, young women who love the bright and the bold and who cherish craft, design and creative integrity. We are delighted to be collaborating with them on this beautiful range.”
All Tatty Devine jewellery is designed and handmade in-house by a small, skilled team of makers with a passion for perspex and ensure every piece boasts the quality and unique stamp that’s become synonymous with the label.
“The Moomins have endured for generations by staying true to their values whilst always remaining relevant – much like we strive to do at Tatty Devine,” Rosie Wolfenden and Harriet Vine added.
The collection combines inspiration from Moomin author and illustrator, Tove Jansson’s extensive catalogue of character and pattern designs with the bold, fun and eye-catching Tatty Devine style.
“Tove’s passion was producing beautiful art and designs and, similarly to Rosie and Harriet of Tatty Devine, she was not afraid of making a bold statement and expressing herself through her art in a time when personal expression was being threatened,” Sophia Jansson added.
Small, well-designed details plucked from the warm-hearted and adventurous Moomin stories remind us of the importance of humour, play and imagination.
About Tatty Devine
Tatty Devine is the go-to brand for original and fun statement jewellery. The cult jewellery label was born in 1999 in the heart of East London by founders Rosie Wolfenden and Harriet Vine (in the picture below in front of Tove Jansson’s atelier in Helsinki, Finland), fresh from art school and with “no intention of getting real jobs”.
Alongside their classic, limited edition and seasonal capsule collections, Tatty Devine love to collaborate with artists, designers, charitable institutions and their favourite cultural spaces. Most recently, partnerships with Poppy’s Papercuts and the Fawcett Society have emerged fresh from the laser cutter, in celebration of the Year of the Woman and Vote 100.
In 2013, the founders Rosie and Harriet were awarded MBEs for Services to the Fashion Industry, MBE standing for Member of the Most Excellent Order of the British Empire – an award granted for for example remarkable contributions to the arts and sciences.