Danish silverware brand Georg Jensen has appointed Paula Gerbase to be its new Creative Director, and already revealed her first designs for the brand.

 
“Georg Jensen has been integral in its contribution to the greatest design eras of the past century. It has played a pivotal role in the launch of many of Scandinavia’s and the Nordics’ most important designers, artists and craftspeople,” said Gerbase.
 
“It is truly a distinctively Danish house, with quality at its core, and undeniably of its place. I am looking forward to leaning into this unparalleled legacy to craft this next chapter,” added Gerbase in a release.

In her role Gerbase will be responsible for shaping Georg Jensens’ visual identity, overseeing design across all product categories, collaborations, and both digital and physical experiences.
 
In her first move, Gerbase introduced the brand’s first-ever silver accessories, designed to function as keychains, bag charms, or wearable pieces. Born from an in-depth exploration of the Copenhagen archives, where Gerbase selected five motifs reflecting the house’s involvement in design movements of the past century, in celebration its 120th anniversary this year.
 
Born in Brazil and raised in Switzerland, Gerbase studied fashion at Central Saint Martins in London. Following training in tailoring on Savile Row, she launched her own label, 1205, which focused on unisex tailoring and earned her a British Fashion Award nomination. Gerbase spent over a decade between London and Paris consulting for a handful of luxury brands, including six years as the artistic director at John Lobb, the Hermès-owned British bootmaker. She led the creative and visual direction of the brand before departing to focus on her personal namesake design studio.
 
Gerbase’s plans to move Georg Jensen well beyond silver, incorporating a wider range of materials and crafts with releases in homeware and jewelry in spring 2025.
 
“We have an unparalleled wealth of history,” says Gerbase. “Alongside silver, we hold works in glass, earthenware, sculpture, lithography, and textiles, to name a few. It’s an extraordinary trove of materials, mastery of technique and daring design that has remained hidden for far too long.”