Inspiration in what’s close at hand

Living on an island surrounded by an archipelago brings a constant closeness to the sea and nature. In that relationship, many of Maria Karlström’s ideas are born – when she moves outdoors, with her senses open and her attention directed towards her surroundings. She easily sees things take shape. A form from memory finds a friend in a pine cone or a flower. Two twigs crossing each other or a formation of stones on the STRAND (Beach) suddenly tell a story.

When Maria creates a piece of jewellery, she tries to capture that story and pass it on; she wants to convey the shape, structure, feeling or experience of nature, through the metal and on to the wearer.

“Many of my pieces are appreciated precisely because people understand what I want to say. They become intimate and easy to relate to, easy to take to heart, recognise themselves in and wear every day,” she says.

Touching with jewelry

Over the years, many people have worn Guldviva’s jewellery against their skin, close to their bodies. The feeling for the wearer is very present for Maria, and she loves to hear the stories that surround the gifts, the purchases, the encounters and the experiences of Guldviva. It cannot be ignored – jewellery in precious metals has an extremely powerful emotional connection. The fact that silver and gold have eternal life also means that Guldviva’s jewellery is often inherited and worn across generations.

– We give precious jewellery to people who are liked, appreciated, loved, or we get one for ourselves to manifest a feeling. Jewellery are symbols of love, of experiences and important moments in life, of those who went before us and those who will come after.

The creative journey

At 18, Maria Karlström began as an apprentice in goldsmith Kaj Rinman’s workshop in Mariehamn, Åland. She quickly realised that goldsmithing suited her perfectly. In small places like Åland, everyone needs broad skills, and in this profession that means mastering both goldsmithing, silversmithing and the jeweller’s craft. With Kaj, Maria got to learn everything – working on large and small pieces and with gemstones, understanding the techniques and creating in metal. 

Her creativity turned out to be of a very special kind. In addition to craftsmanship, design and professional skill, Maria also embodies ambitious entrepreneurship and is driven by a stubborn forward spirit. It comes from home, she says, from her father, who is a true entrepreneurial soul and has devoted his whole life to coming up with ideas and running projects. 

“When I’ve aired an idea at home, the reaction has never been that it’s too difficult or impossible. We’ve only ever moved straight into discussion and planning about what the next step is to make it a reality.” 

The name Guldviva is a play on words born from Åland’s provincial flower, the cowslip (in Swedish “gullviva”), and of course the goldsmith’s noble material. Viva comes from the Latin word for vitality or to live. And Guldviva is indeed a natural part of Maria Karlström and her life – from the first shop with her own designs started in 1989 to today’s creative universe. 

Publicity and awards

Although Maria herself prefers to highlight the people who wear and love her jewellery, her pieces have been worn by several well-known individuals, including the wife of the President of the Republic, Mrs. Suzanne Innes-Stubb; Crown Princess Victoria; President Tarja Halonen; TV personality Agnetha Sjödin; director Tiina Lymi; actress Amanda Jansson; and artist Lill Lindfors.

Maria has also received several awards. In 2024, her ring Lily of Love was chosen as Ring of the Year in Finland, and in 2022 the ring Eva received the same distinction. In 2025, Maria was also awarded the title of Goldsmith of the Year in Finland, an award from the Finnish Goldsmiths’ Association.

– It is the greatest thing that has ever happened to me, to be voted for by other professional goldsmiths. It feels almost unreal to receive such an award from little Åland. It is a very great honour and proof that we have succeeded in jewellery design and craftsmanship, says Maria.