josefine grundare av snälla alice

WHY I CREATED SNÄLLA ALICE: COMFORTABLE FLAT-BACK EARRINGS YOU CAN SLEEP IN

I have always loved earrings. That little touch of sparkle that elevates an entire look in seconds—even on those days when you've just thrown on a sweater and dashed out the door.

But there was one thing I never understood: why does something so beautiful have to be so uncomfortable?

Traditional earrings with classic butterfly backs and sharp posts poked and pinched the second you leaned back. I wanted to be able to lay my head on the pillow without taking my jewelry off first. And above all, I wanted to stop choosing between earrings I loved and earrings my ears actually felt good in.

That is where the idea for Snälla Alice was born.

I wanted to create comfortable earrings you can sleep, work out, and live in

When I began developing Snälla Alice, the goal was crystal clear: earrings should feel just as good as they look.

I wanted to design earrings that you put in once and then live your life in 24/7. Work, exercise, talk on the phone, wear over-ear headphones, shower, and sleep—only to wake up in the morning without sore earlobes.

That is why our earrings feature a completely flat back that rests gently against your skin instead of a traditional post poking out behind your ear. It sounds like a small detail, but in everyday life, it makes a world of difference.

Nickel-free titanium – gentle, hypoallergenic earrings for sensitive ears

Comfort isn't just about shape and design. It is equally about what the jewelry is made of.

Many people who find their way to Snälla Alice tell me they had completely given up on jewelry because their ears turned red, itched, or became irritated from nickel and impure metals. That made the choice of material a completely non-negotiable part of the process.

Our posts are made from 100% nickel-free titanium—a lightweight, durable, and biocompatible material that is exceptionally gentle on the skin. To us, it goes without saying that jewelry meant to be worn day and night must also be kind to sensitive ears.

One post – endless possibilities to curate your own ear stack

This might be my absolute favorite part of the concept.

I didn't just want to create more comfortable earrings; I wanted to make styling them more fun and creative. Our decorative fronts easily screw right into the flat-back post. This means the comfortable base can stay in around the clock, while you switch out the tops depending on your mood, outfit, or the season:

Your ear stack should be a reflection of you.

Why the name Snälla Alice?

The name holds our entire philosophy:

  • Snälla ("Kind") stands for the care and quality behind every single piece. Earrings that are kind to your skin, kind to your ears, and designed without sharp backings.

  • Alice represents the fairytale world we are building around the brand. A place of curiosity, playfulness, color, and that little touch of everyday sparkle that brightens life up.

Beauty should feel kind

Snälla Alice has grown since the very beginning, but our heart remains exactly the same as it was at my kitchen table: we want to change how it feels to wear jewelry. Beauty should feel effortless, comfortable, and natural every single day.

The greatest reward is hearing from a customer who shares that she can finally wear earrings again after years of giving up—or seeing someone return to add another little treasure to their stack.

A warm welcome to our whimsical world of magical, comfortable jewelry.

Josefine

Founder of Snälla Alice

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