Brand Profile

The jewellery and accessory brand IOAKU was founded by the swedish fashion and accessory designer Fanny Ek in 2012. Her desire of developing art in combined medias with statement and love has been the driving force for the brand. Each piece has it’s highly unmistakable personal touch by Fanny’s passion for art, design and craftmanship. It’s sophisticated elegance expressed with an unique style in a look that echoes both the past and the future. Very modern shapes creates a strong individual look that is recognizable as beautiful, powerful and desirable.

IOAKU develops and creates the look for the dynamic people who want to acheive a complete self-esteem, assertiveness and a supernatural fashionable charisma. The collections are mostly reflected by aesthetic awareness of the timeline of human mankind yet combined with new ideas and experimental designs.

The name of IOAKU – “I oak you”,was born from Fanny’s longing to create art whom people should wear. Her Swedish surname “Ek”, means oak in english whereas the name was an obvious act to fulfill the desire.

Feminine and graceful, yet very modern shapes that created a strong individual look that is recognizable as powerful, adorable and desirable.

About Fanny Ek

Fanny Ek is a Swedish fashion and accessory designer. She has been surrounded by creativity and design since her childhood. With a mother as an artist, she also had a lot of art in her home, often visiting museums, theaters and operas, which developed the creative mind early. Her starting point of fashion studies were at Malmö Tillskärarakademi in Sweden, followed by one of Europe’s leading fashion and design schools, Istituto Marangoni in London.

With great success during those years she created her own character of design and received the award “cum laude”/”best graduating student” in 2009. Shortly after her graduation she started to work with the Swedish fashion brand, L’ecole National, as Women’s Wear Designer and Production Manager for more then 3 years, but her ambition and genuine passion for fashion and business has always been to start her own label, so she did. The result was IOAKU by Fanny Ek and the year of 2012, in june, Fanny Ek and her company was selected to “The Creative Plot” at Ideon Innovation, an business incubator for cultural and creative industries initiated by the business department, culture and recreation management in Lund, Sweden. Fanny Ek and IOAKU were as well selected as one of 2012 new talents within “Precious Talents 2012”. This jewelry design award was and is organized annually by the Nordic watch and jewelry fair, Precious.

Her first collection “Different is Beautiful” became the ”trend of 2013” at the Swedish Fashion Council’s and are shown in media and worn by both celebrities and trendy women. With a different and innovative way, Fanny wants to create and offer products that inspire people to strengthen themselves and their inner feelings.
IOAKU by Fanny Ek became the winner and got the award of “Precious Talent of the Year 2013” at Nordic Watch & Jewellery fair – september 2013 Stockholm.
Now is the time to strive for new goals and challenges, get more knowledge and let the creativity flow. More products are already designed and Fanny has big plans for IOAKU’s future.