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Elsa Lundin is a Swedish Designer with a heart and passion for people and creating elegant everyday jewelry. She founded BY ELSA 2014 with a vision to influence och inspire people all around the world with her personal story and design.

In Los Angeles 2013, Elsa went through a life-changing moment and survived against all the odds, over 39 cardiac arrests. ( In 2018 she had 3 more) After several critical surgeries and 2 weeks of coma she fought her way back through years of rehab. During her rehab she found great joy in working with silver designing her own jewelry, which 2014 turned into her business.

Today, BY ELSA is operating all around Scandinavia and are driven by the vision that nothing is impossible and everyone deserves to feel beautiful through wearing design that is created with heart and a purpose.