Kolours Jewelry may not be a new name on the scene, but it is certainly in a new era, entering a time of visibility on its own terms. For the first time in its 10-year history, co-founder and owner Magnus Thorud is opening up about his brand and how it is redefining the world of fine jewellery
It is quite possibly a universal desire to receive jewellery as a gift from a loved one – yet so often, the idea falls flat. The pieces we choose to wear are deeply personal, shaped by the metals we gravitate towards, gemstones that resonate, silhouettes that allure, or sentiments that strike a chord. When even one of these elements is slightly off, an otherwise thoughtful gift can miss the mark. One Norwegian fine jewellery brand, however, is bringing back the sentiment behind the stones: Kolours Jewelry.
Founded a decade ago, Kolours began with a simple premise: offering a wide spectrum of choice. 24 variations, to be exact, with six diamond colours and four shades of gold designed to be mixed and matched. “It was nothing super original,” admits Magnus Thorud, the brand’s co-founder and now sole owner. “The DNA of the concept was versatility – being able to add something new to your original jewellery stack.”
Thorud has led Kolours in a new, more considered direction over the past five years. A significant streamlining of the collection, which saw 70 per cent of styles removed from production, has made the brand more exclusive and desirable to a global market. As a result, Kolours is now featured by prestigious international stockists, including Net-A-Porter, Harvey Nichols, and Dover Street Market.
Photo: Kolour Jewelry
Photo: Kolour Jewelry
Despite this reduction, the 24 colour variations are still available. But now, each diamond has been imbued with a meaning, a touch of sentiment that can add something more personal to each purchase.
Some of the stones, like the first diamond 'Luna White', speak to clarity and balances, others, like 'Terra Brown' are for grounding, stability and truth. There are hues that charge with joy and lightness, alongside those that signal renewal, transformation or the promise of new beginnings. At the darker end of the spectrum, deeper diamond tones like 'Cosmica Black' evoke resilience and inner strength – reminders of endurance in both mind and body.
Photo: Kolour Jewelry
Photo: Kolour Jewelry
For Thorud, the spiritual layer behind the stones is intentionally understated. “If you try to tell the customer too much, it can get confusing,” he notes. Still, the added dimension has proven invaluable. When clients enquire, Thorud often begins with a simple question: What is the purpose? Why are you buying this? With each of the six stones carrying a distinct emotional meaning, the act of gifting becomes guided by intention rather than aesthetics alone.
According to Thorud, that shift frequently leads to a more visceral response. “People enjoy receiving fine jewellery,” he says, “but when there is a purpose and intention behind the purchase – that’s when you tend to see tears.”