Umeå-based jewellery designer has his eyes on Italy

Stina Urberg, who creates rustic, soulful and sustainable jewellery art, has been part of the eXpression Umeå incubator for over three years. Now the time has come to write the next chapter for Urberg Design, and with that comes an internationalisation drive starting in Italy. We had the opportunity to ask a few quick questions.

When did you start at eXpression Umeå and why did you apply?

In 2018 I started the company and in the same time I came in contact with one of eXpression Umeå's business coaches. She knew about my creation and shortly after we talked an invitation came to participate in the newly started express programme. That's how it was.

Looking back, what have you mainly developed during your time in the incubator?

Self-leadership and resilience, clearly. Which is incredibly crucial to have with you in the future. But I have also developed my network of contacts and courage. Then I think I've strengthened my drive, focus and goal-setting during my time in the incubator too.

What would you highlight as the most rewarding part of developing your business in an incubator environment?

It is a context that provides invaluable insight into your own business. I think the exchange between the participants is particularly important. It can be about anything, high or low, for better or for worse. It gives access to a new perspective that broadens the view of what it means to be an entrepreneur.

What's happening now: what's current and in the pipeline?

Internationalisation and exporting are in front of me, with all that it entails. It's a big deal for both me as a creator and an entrepreneur. Italy is the starting point where I will be participating in Overjewels, Milano Jewelry Week, Artistar Jewels and Turin Fashion Week, among others. Am also in an intense renovation phase of our holiday home. It is a country cottage with large beehive spaces for which I have lofty dreams and visions.