Meet the Danish family who made men's jewellery mainstream

From a bracelet first created for Jay-Z to a design worn by King Frederik X at his accession, Shamballa Jewels has spent 25 years transforming the way men wear fine jewellery. Now synonymous with intricate macramé and precious stones, the family-owned Danish house has built a global following while remaining firmly rooted in Copenhagen. As its signature bracelet marks a milestone anniversary, we meet the family behind the phenomenon – and the next generation shaping its future

“I’m the one in the back seat,” says Storm Kornerup, pointing out his younger self on a faded family photograph. “That’s my dad, my uncle, my younger brother, and my cousin”, he explains of his relatives who helm Danish luxury brand Shamballa Jewels. Speaking from Shamballa HQ – the home of the family-owned company’s flagship store and offices in Copenhagen’s historic old town – Storm adds, “Samuel’s missing. He’s not in the photo, because he wasn’t born yet”.

Founded in 2005 by brothers Mads and Mikkel Kornerup, Shamballa Jewels stemmed from a vision to revolutionise men’s jewellery through Scandinavian design, rooted in spirituality and Eastern philosophy (the name references the mythical kingdom and peaceful sanctuary in Tibetan Buddhist texts). This year marks a vital 25th anniversary, but it’s not a commemoration of the company itself – it’s a celebration of the iconic bracelet that started it all.

Wool trousers. €290. Sunflower. Cosmograph Daytona watch. €16,550. Rolex. Jewellery. All Shamballa. Photo: Rasmus Skousen

“My brother focuses on colour, whereas I focus on functionality, like finding new ways to use beads, or a clasp instead of a braided lock.” says Mikkel Kornerup, left, of his brother Mads, right. Photo: Rasmus Skousen