Georg Jensen has announced Paula Gerbase as its new Creative Director, effective immediately. In this role, Gerbase will oversee the brand’s creative vision, ensuring cohesive design across all product categories, collaborations, and both digital and physical experiences.

With over 15 years of experience in global luxury, Gerbase brings a deep appreciation for craftsmanship. Drawing inspiration from Georg Jensen’s 120-year archive, she plans to honor the brand’s legacy while shaping its future.

“Georg Jensen has played a pivotal role in some of the most influential design movements of the past century,” says Gerbase. “It’s a unique Danish brand rooted in quality and unmatched artistry. I’m excited to explore its unparalleled design heritage to create the next chapter.”

Born in Brazil and raised in Switzerland, Gerbase studied fashion at Central Saint Martins in London and trained in tailoring on Savile Row. She launched her own unisex-focused brand, 1205, and has held key roles, including a six-year tenure as Artistic Director at John Lobb, part of Hermès Group. Her debut collection for Georg Jensen launches in November 2024, introducing the brand’s first silver accessories. Inspired by archival designs, the pieces—keychains, bag charms, and wearable items—celebrate the house’s 120th anniversary. Looking ahead, Gerbase will expand Georg Jensen’s material and craftsmanship repertoire, with new home and jewelry collections set to debut in 2025.

“We have an unmatched heritage,” says Gerbase. “Georg Jensen’s works span silver, glass, ceramics, sculptures, and textiles. It’s a remarkable blend of materials and techniques that deserves to shine once more.”

Image courtesy of  Georg Jensen