Press & Media
Welcome to the OYS press room. Here you will find information about our jewelry and materials for download.
Latest News
OYS Jewelry opens at NK Göteborg.
Two years after its launch, Swedish jewelry brand OYS Jewelry takes its next step with a new physical presence at NK Göteborg, opening October 8, 2026.
The opening marks a new chapter for OYS, bringing the brand's jewelry and design universe into a physical setting in the heart of Gothenburg.
At NK Göteborg, visitors will be able to discover OYS signature collections including Goddess, Gigas, Wave and Sense, alongside selected new designs.
Opening October 8, 2026 - NK Göteborg
About OYS
OYS Jewelry is a Swedish jewelry brand inspired by the movement and power of the sea.
Founded in Sweden in 2024, OYS creates jewelry characterized by organic shapes, tactile textures and playful details.
The ocean is a recurring source of inspiration throughout the collections, from waves and oysters to shells and irregular forms shaped by nature.
OYS jewelry is designed to feel personal and expressive, with pieces created to be worn, combined and interpreted in individual ways.
Behind the brand lies more than 20 years of experience in design and collection development.
OYS Jewelry - inspired by the movement and the power of the sea.
OYS GODDESS
OYS Goddess is the signature symbol of OYS Jewelry.
The symbol originates from a necklace from the 1990s, discovered in the jewelry collection of founder and designer Emma Landström's mother. Its distinctive shape became the starting point for what would later evolve into the OYS Goddess.
Today, the Goddess appears throughout the OYS universe and has become one of the brand's most recognizable symbols.
Signature Collections
Each collection from OYS tells a story and carries a feeling - a reminder of life in motion.
Goddess
The signature symbol of OYS. Distinctive, expressive and designed to be worn in different ways.
Gigas
Inspired by the organic and irregular shape of the oyster and the textures created by the sea.
Wave
A collection inspired by the constant movement, rhythm and shapes of ocean waves.
Sense
Tactile surfaces and organic textures inspired by forms found in nature. A tribute to the present moment, a reminder to pause and feel.
Design Philosophy
OYS explores the contrast between the imperfect and the refined.
Irregular surfaces, organic shapes and unexpected details are combined with a contemporary Scandinavian expression.
The result is jewelry designed to feel personal rather than perfect. Pieces with character that can evolve with the person wearing them.
"For me, OYS is about the courage to live fully, to dare to follow your own flow, and to always be curious about the unexpected."
LOVE / EMMA
Press Images
High-resolution campaign images, product images and brand assets are available for editorial use.
Photografer: Clara Christina Morberg
Download press images:
OYS goddess necklace gold oyster necklace sterling silver
OYS sense ring sterling silver
OYS wave earring gold oys goddess necklace
OYS goddess Necklace gold shell
OYS jewelry rings and bracelets
Press Contact
Malin Olsson
Press Contact, OYS Jewelry
hello@oysoys.com
Brand: OYS Jewelry
Founded: Sweden, 2024
Founder & Designer: Emma Landström
Category: Jewelry
Website: oysoys.com
Instagram: @oysjewelry
Retail: NK Göteborg from October 8, 2026
Signature collections: Goddess / Gigas / Wave / Sense
Inspiration: The movement and power of the sea