Money Maker

In a continuation from my last post about Harry Winston and strong sales coinciding with Freja's ad campaign for the brand, Freja seems to be on a roll as Georg Jensen has just reported turning a profit for the first time in a decade. As you all know, Freja stars in the Danish Jewelry brand's first major ad campaign. Some choice bits from the WWD article:

"Georg Jensen, the Danish homeware and fine jewelry brand, has turned a profit for the first time in a decade."

"The privately owned company said profit in the fiscal year ended Dec. 31 was 8 million Danish kroner, or $1.5 million, compared with a loss of 128 million kroner, or $24.7 million, in 2009."

"Growth was driven by Asia, not including Japan, and the Scandinavian markets. Growth in the U.S. was in the double digits, the company said."

"The company’s first major ad campaign was unveiled earlier this year, and Garde Due said it would run for the duration of the year. It features the Danish model Freja Beha Erichsen, partially nude and adorned with the brand’s jewelry in a stately looking dining room filled with fruit, cheese, flowers — and silver Georg Jensen tableware."

Ok, so I know Freja's ads didn't appear till the beginning of this year when the brand was already well on it's way towards turning a profit; but still, this is great news. Freja was indeed the perfect choice for their campaign as she both symbolizes the Danish heritage aspect of the brand, and capitalizes on her appeal in rapidly growing markets i.e. Asia. I'm confident she can take the brand's success even further this upcoming year. As a model, part of your job is to sell, and if you're the face of two brands who have managed to have a very successful year, then there's no telling what come next.

Freja has proven her worth in high fashion time and time again, and now she's proving her appeal and worth in a more commercial, more mass market venue. It's the usual transition for a model of Freja's status and level, but I have to admit that even I never saw it coming. If you've been reading this blog you'll know that I hoped for it.....boy did I ever hope for it. But everyone hopes their favorite model will reach industry pinnacles; in reality, few ever do. So for a skinny tomboy with multiple tattoos, an intensely guarded private life, an aversion to public events and parties, and a seeming refusal to play the typical fashion game and typical fashion model role, Freja has sure beat the odds and exceeded everyone's expectations. She managed to come out on top by staying true to herself, and as a fan I could not be more proud.