Absolutely Knot... Anymore

Many a time I have written about Engelbert Stockholm's famous Knot rings, we have even dedicated an episode of Smyckespodden to this icon of a ring. Actually the ring is part of a larger collection, including bracelets and necklaces.

The crowning jewel of the collection is the Absolutely Fat Knot… or knot (pun intended) anymore actually. As of a while ago it is called The Big Legacy Knot Ring, in fact the entire Absolutely Knot collection has been rebranded as The Legacy Knot collection.

This rebranding had actually slipped under my radar and I didn’t notice it until i wanted to tip a fellow magpie about the ring formerly known as the Absolutely Loose Knot - now Medium 😅. Now, I love a play on words more than most, so for me it wasn’t a change for the better, and I also question the decision to undo years of branding like that… I guessed Engelbert had their reasons, so I decided to contact them to get som clarity.

I had a lovely chat to Kajsa Schuterman - communication & creative content manager at Engelbert - who said that the rebranding has happened very much under the radar as there is something big happening in conjunction with the collection in the Spring of 2024, and that the change is part of a larger international strategic move from the brand.

So I do guess we will have to wait and see, but I have a feeling that 2024 will be the year of the Dragon and the Knot!

What do you think of the rebrand?

Also for the swedes - listen to the podcast!