AROCK is a Swedish brand of jewelry from the coastal town Varberg.
The jewelry has a trendy expression with clean lines.
“AROCK – Jewelry for men!”
The brand was established by two creative women in 2009. Sofie Axelsson and Janina Lindström had already started astrid&agnes in 2006 and decided it was time to expand into a jewelry line for men. The business originally started out of their own homes – warehouse in the basement and office space in the bedroom. From there it grew and has since grown out of several offices spaces but still staying close to home in Varberg.
Since 2019, AROCK has been run by Sofie Axelsson – founder and designer.
With her passion for vision and fantastic team, AROCK is today represented in more than 250 stores in Sweden and Norway.
AROCK is easily recognized by the Scandinavian feel, trendy expression and clean lines throughout the designs. Quality is always a priority, and the jewelry is made from the incredibly durable steel 316 – finished off with 14k gold plating or black/gunmetal plating.
There is an assortment of pieces in Italian leather, but we also offer a vegan alternative made from apple fiber.
AROCK is passionate about selling quality jewelry at reasonable prices. You can often find our jewelry in media, whether it be on television, in magazines or via influencers. We aim to reach a broad spectrum of people. Our jewelry seeks to aid you in completing your personal style and express your uniqueness with confidence.
Sofie’s vision
“My vision is to continue with my passion
to design high-quality, stylish jewellery
and to expand my well-established brand
to several countries. I love
seeing people wearing the jewellery pieces
I designed.”
I always prioritize having fun at work with my amazing team. I am so grateful for how far we’ve come – and so excited for our future plans!