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Cult jewelry and accessories brand by boe began in 2000 as an intimate retail shop (originally named annika inez) on the Upper East Side of Manhattan, which also served as Annika’s workshop. The designer's Scandinavian roots and diverse creative experiences—including interior design studies at Parsons and an apprenticeship with a couture dressmaker in Dubai—immediately yielded something altogether provocative and new in the contemporary jewelry market. Annika's uncommon take on architectural and nature-inspired pendants, cuffs, and earrings quickly gained attention. Soon after opening their boutique, by boe began to expand with a larger retail outpost in Soho and the establishment of a new wholesale jewelry business.

Today, by boe is showcased and sold in its webshop, byboe.com, while its wholesale arm continues to thrive and expand in new and exciting markets. Along with by boe’s large base of retailers in the United States—from tiny neighborhood shops to larger retail outposts—the line is also popular in Japan, Ireland, France, England, Singapore, Greece, Canada, and Italy.

Each season's limited-run designs have become co