Positive thinking goes a long way. Just ask former model-turned-pop star-turned-jewelry designer Efva Attling, who lives by this motto — and a few others.
In her new store on Little W. 12th Street in the Meatpacking District, uplifting expressions such as “memento vivere” (remember to live) and “make love not war” are etched on sleek rings and necklaces.
“Because I used to write songs and lyrics, I really want to continue with my jewelry to write things that connect people — and to move people,” says Attling. “The greatest thing with music is that you connect with people and you make people say, ‘Wow, you express exactly what I can’t express myself.’”
So far the line — which she started 12 years ago — has resonated with some famous faces.
Madonna’s been spotted wearing her “Human” ring. (“For me,” Attling says, “that means to be a good human being, and to respect you, and to respect me.”) And Uma Thurman helped fete the new store at the opening party last month.
And although opening a boutique in one of NYC’s fashion hubs is a somewhat scary venture, Attling takes comfort in one of her favorite expressions: amor fati.
“That means ‘the love for our destiny,’” she says. “You get this one life and you should make the best of it. You can’t blame anyone else for it. You can’t rely on anyone else either. It’s you in the driver’s seat. The love for our destiny … let’s make the best out of this life.”
Prices start from $100 for sterling silver pieces and go up to $15,000 for the wedding collection.