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Sirokoru Oy

From EverybodyWiki Bios & Wiki


Sirokoru Oy
ISIN🆔
IndustryJewellery design and manufacturing
Founded 📆November 7, 1958; 67 years ago (1958-11-07)
Founder 👔Matti Hyvärinen
Headquarters 🏙️,
Kaarina
,
Finland
Area served 🗺️
Key people
Tomi Hyvärinen
Tiina Lundén
Products 📟 Jewellery, casting, watches (1970s-1980s), casting equipment (1990s-2000s)
Brands
  • Jewellery: FinnDeer, Di Leonardo, Itämerikorut, Fauna & Flora
  • Watches: Sirko
  • Alloys: EcoAct, Aurinkopronssi
Members
Number of employees
🌐 Websitesirokoru.com
📇 Address
📞 telephone

Sirokoru Oy is a Finnish jewelry company founded in 1958 by designer and goldsmith Matti Hyvärinen. Known for its sculptural modernist aesthetic, high craftsmanship, and pioneering export activity, Sirokoru became one of Finland’s leading jewelry houses and among the first Nordic firms to gain international recognition in the field. The company’s collections—including the iconic FinnDeer—were exhibited worldwide and helped define the international image of Finnish design.

Throughout its history, Sirokoru has been closely associated with innovation in both design and technology. The company introduced technical firsts such as solid silver watch housings, developed vacuum-casting equipment through its subsidiary Diacast Ltd, and created patented ecological alloys including EcoAct silver and Aurinkopronssi bronze. These initiatives positioned Sirokoru among the earliest jewelry manufacturers globally to adopt sustainability as a central value.

The company’s former headquarters in Kaarina, known as Taide ja Korutalo (“House of Art and Jewelry”), served from the late 1980s to the 2000s as both a production site and a cultural venue. It hosted public art exhibitions, jewelry-making courses, and community events, reflecting Hyvärinen’s belief that art and craftsmanship should be shared with the wider public. Today, Sirokoru remains a family-run business under Tomi Hyvärinen and Tiina Lundén, continuing its commitment to ecological production, Finnish craftsmanship, and design integrity.

History

Founding and early years (1958–1967)

Young apprentices at Sirokoru, c. 1959-1965

Matti Hyvärinen founded Sirokoru Ltd on 7 November 1958 in Turku. The company began as a one-man basement workshop at Stålarminkatu 5, producing mainly women’s gold and gemstone jewelry.[1] Entering the competitive Finnish jewelry market proved difficult, so in its first years Sirokoru focused on exports, mainly to Sweden.[2]

By 1967, Sirokoru had expanded to include Hyvärinen’s wife Kyllikki and three assistants.[3] The company’s breakthrough came when Hyvärinen won the 1967 Diamonds International Award (De Beers), often described as the most prestigious award in the field. The international publicity enabled Sirokoru to expand its operations, employing six production workers by late 1968.[4]

Growth and international recognition (late 1960s–1970s)

Through the late 1960s and 1970s, Sirokoru steadily increased its exports and trained around a dozen apprentices in jewelry casting and production techniques.[5] This period established the company as an important player in Finland’s jewellery industry and in the decades that followed, they participated in over 100 international exhibitions and fairs, including Paris, New York, Tokyo, Hong Kong, Basel, Munich, and Frankfurt, helping establish international reputation.[6][7][8]

Among Sirokoru’s most iconic collections was the lunar-themed Moon Rocks line, introduced in 1969. It combined modernist forms with references to space exploration and included popular pieces such as Crater, and Moonwind. First created by Matti Hyvärinen as a tribute to the Apollo 11 astronauts, the series went on to define Sirokoru’s international image and remains closely associated with the brand’s design legacy.[9][10]

Innovation and diversification (1970s–1980s)

Around 1970, at the company’s peak growth, Sirokoru moved into larger industrial premises at Kirkkotie 10 in Turku.[11] During the 1970s the company became known for combining artisanal design with technical innovation, such as unique clasp mechanisms considered exceptional within the industry. Contemporary press also highlighted Hyvärinen’s bracelets with unfolded elements, noting their seamless precision without visible links or hinges.[12] Sirokoru launched several international collections including FinnDeer and Di Leonardo, distributed through wholesalers worldwide. [5] Di Leonardo was later revived at the turn of the millennium, partly from 1960s drafts and partly as new retro-styled designs.[13]

By the mid-1970s, the company employed about 15 people, exporting mainly to Scandinavia, Switzerland, the Netherlands, and West Germany.[14][15] Customers gradually shifted from the United States to Japan as the company’s most important overseas market.[16]

Selection of Sirko and S watches, 1970s.

In 1974 Sirokoru received an order for 800 wristwatches, which led the company to pioneer in-house watch production. Whereas silver watches were normally plated over steel, Sirokoru sought to create housings of solid sterling silver. At the time the task was considered impossible, since suitable tools did not exist. Together with technician Olavi Lindholm, Hyvärinen developed new equipment and methods that made it feasible, marking a technical first in Finnish watchmaking. The resulting models, initially conceived with designer Veikko Rautiainen, were created completely in-house and marketed under the brand Sirko (later S), combining jewellery-like silver cases with Swiss movements of 17 jewels and Incabloc shock protection. Although the initial U.S. client defaulted, the watches gained popularity across Europe and production expanded, eventually including quartz versions.[7] Thousands were exported, a figure regarded in the press as a record for a Finnish producer.[17]

Although never commercialised, Sirokoru also experimented with silver digital wristwatches, preceding the mass-market adoption of digital timepieces. At the turn of the 1980s, Sirokoru became Nordic representative for Leybold Heraeus and received casting machinery with custom, state-of-the-art induction furnace fittings that continue to serve in the company’s production to this day.[7][18]

Hyvärinen and Berndt "Benne" Fredriksson of Sirokoru with Queen Ingrid in Bella Center, Copenhagen, 1972.

Throughout the 1970s and 1980s Sirokoru was counted among Finland’s pioneering jewelry exporters. The firm regularly attended seven to eight international fairs each year, surpassing 80 exhibitions between 1972 and 1984.[19][20][21] By the mid-1980s it had produced more than 2,000 designs[22] and manufactured 10,000–15,000 pieces annually.[23] From 1983-1988 Sirokoru employed 10 people[24] and contemporary press noted its particular expertise in diamond-set pieces and direct ties to major European cutting centers.[25][17]

Taide ja Korutalo and community engagement (late 1980s–1990s)

In 1987, Sirokoru acquired new premises in Kaarina, renovated into an 800 m² complex named Taide ja Korutalo (“House of Art and Jewelry”) at Karhunkatu 2. Its architecture included natural stone walls, water features, sculptures, and a diamond-shaped skylight structure, making it a local attraction.[26][27][28][29]

From 1991 onward, it hosted free art exhibitions and became a year-round cultural destination in Kaarina.[30][31][32] It also offered jewelry courses that drew about 150 participants, later forming an artisan club with access to Sirokoru’s workshops.[33][34][35][36] During this period, Sirokoru had continued strong exports, especially to Scandinavia, West Germany, the Netherlands, the United States, South Africa, the Caribbean, and Japan.[37][38] By the 1990s it remained one of Finland’s top jewelry exporters.[39]

Environmental innovation and new materials (1990s–2000s)

From the 1990s Hyvärinen experimented with new bronze alloys under the working name Kultapronssi, later refined into Aurinkopronssi in 2013. The patented and trademarked eco-friendly alloy was designed to overcome bronze’s traditional drawbacks such as tarnishing and uneven surface quality, without the use of harsh chemicals, while providing durability and a brighter, more golden-colored finish.[40][41]

In 1998 Sirokoru employed six people and operated between handicraft industry and atelier work.[42] During this time Hyvärinen spoke about the need for environmentally responsible approaches to jewelry making. For the company's 40th anniversary, Sirokoru launched the FinnDeer Art Nature line, highlighting ecological values.[43] Sirokoru were already using modified eco-alloys for the line,[44] positioning the company as a pioneer in ecological jewelry, and anticipating the later trademarking of EcoAct in 2008.[45][46]

Transition and modern era (2010s–present)

Later collections included the nature-themed Fauna & Flora sold at nature centers, and Itämerikorut (2011), a nautical-themed line under the patronage of MEP Ville Itälä supporting Baltic Sea conservation in collaboration with the John Nurminen Foundation, sold in archipelago marina shops.[47][48]

By 2010 Sirokoru had downsized to a three-person atelier[49] moving within Kaarina's Krossi before settling at Hallimestarinkatu 9.[48] The focus shifted to the domestic market, with sales points in Turku, Helsinki, and elsewhere. Hyvärinen stressed that Finnish customers should also have access to Finnish design, not only see it exported abroad.[50]

After Matti Hyvärinen’s death in 2017, Sirokoru has continued under Tomi Hyvärinen and Tiina Lundén.[51] The company now operates across three main areas: ecological silver jewelry for the domestic market, design and vintage pieces for international sale—through the curated Classic Collection launched in 2018—and precision casting for external designers. Sirokoru’s priorities include sustaining Finland’s jewelry culture, ensuring environmental responsibility, while preserving the accessibility of a small family business. Its most popular domestic line is the Itämerikorut collection.[48][52][53]

With the exception of collaborations, no new designs are produced. Recent collaborations include jewelry for pop singer Joalin, designed by Hermandia,[54] and Posankka jewelry created with its sculptor Alvar Gullichsen. The latter, tied to Turku’s long-time unofficial mascot, was launched in April 2019 when Posankka was named the city’s official “city animal,” and has been sold through local museums.[55][56]

Subsidiaries

Silvershop-Hopeasoppi Ltd (1980–1991)

Silvershop, Turku, c. 1980

Building on its success in timepieces, Sirokoru expanded into retail in 1980 by opening Silvershop-Hopeasoppi, a store located next to its factory. The shop introduced a trade-in system for old jewelry and broken watches, which proved highly successful, generating several times the turnover of comparable retailers.[7] A substantial share of its business was devoted to watches, continuing the company’s earlier focus on silver-cased wristwatches. The shop also carried top-quality Rado and Herbelin watches and provided specialized services in diamonds, pearls, and gemstones. At exhibitions and their shop, visitors could learn to examine their own diamonds with professional equipment under staff guidance.[25][57] The store was merged back into Sirokoru in 1991.

Diacast Ltd (1994–2020)

Hyvärinen with Diacast. Sollentuna Guldsmedsmässan, autumn 1995

Casting technology had been central to Hyvärinen’s work since the 1960s, when international recognition enabled him to acquire advanced equipment and become one of the first Finnish goldsmiths to work exclusively with lost-wax methods.[58][59] As an external member of the Worshipful Company of Goldsmiths in London, he gained access to cutting-edge scientific and technical research.[60] Hyvärinen promoted casting as a versatile process through lecturing and teaching. By the early 1980s Sirokoru was already working with state-of-the-art technology through international partnerships, giving the firm a technical lead in the region.[7]

Building on this background, in 1994 Matti and Tomi Hyvärinen founded Diacast Ltd to manufacture and market their patented Diacast Mini vacuum casting device. The invention offered more efficient cylinder molds than other systems and was regularly presented at Baselworld industry fairs. Numerous units were sold abroad, while in Finland the machines were adopted by companies, vocational schools, and dental laboratories, earning recognition from international associations of hand and shoulder surgeons.[61][49][62]

Later Diacast products included Micra (the world's smallest vacuum casting machine)[63] the Microfire furnace, Micra Plus vacuum chamber, vacuum casting-investing machine Combi, Maxi, and Revolution.[64]

From 1995 Diacast organized intensive casting courses, attracting both amateurs and professionals.[65] During the 1990s and 2000s, the company expanded into importing industry equipment and materials, as well as wax injection and foundry equipment, while offering precision casting and mold-making services.[66][7]

In the 2010s, the company served as Finland’s representative for the Danish wholesaler Ravstedhus, a leading Nordic supplier of jewelry tools, machinery, metals, and stones.[67] Diacast was merged into Sirokoru in 2020.[68]

Manufacturing and sustainability

Ecological alloys and development

Sirokoru employees at work in Turku, Kirkkotie, mid-1970s.

Sirokoru’s production is distinguished by its proprietary ecological alloys and comprehensive commitment to environmentally responsible production. The company introduced EcoAct silver in 2008 and Aurinkopronssi bronze in 2013, both developed entirely from recycled materials and designed to minimize environmental impact. EcoAct is a high-purity (Ag 965 ‰) silver alloy in which copper—a common hardening element—has been largely replaced by white metals. Despite its high fine-silver content, the material remains sufficiently hard for jewelry use, and its refining process avoids toxic chemicals such as sulphuric acid and potassium cyanide.[69] Aurinkopronssi, meanwhile, offers a gold-like tone and greater durability than traditional bronze without any lacquer, gilding, or surface finishing. Both alloys are hypoallergenic and produced with low energy consumption.[40][70][71][72]

These innovations were the outcome of more than a decade of research and experimentation. As early as 1996, Sirokoru was developing improved, environmentally friendly alloys,[41] and by 1998 ecological responsibility had become one of the company’s core values—placing it notably ahead of its time.[44] In an international standard context, De Beers introduced its Best Practice Principles only in 2005, becoming one of the first major companies to promote ethical industry standards, while the Responsible Jewellery Council—today the leading standard-setting body for the global jewelry and watch sector—was founded the same year.[73][74] 2000s academic literature confirms that although “ecodesign” principles were beginning to gain attention, practical adoption remained limited. Sirokoru’s environmental focus and alloy experimentation predated the global shift by a decade.[75][76][77]

Sustainability and craftsmanship

The company extends sustainability throughout its entire production chain, describing its process as built around producer responsibility—managing all waste, recycling, and reuse costs internally—and employing biodegradable and recyclable packaging.[72]

All jewellery is produced entirely in-house at Sirokoru’s Kaarina workshop by Tomi Hyvärinen. The company continues to manufacture from the original hand-modelled designs created by Matti Hyvärinen, none of which were made using digital tools. This artisanal foundation remains a defining element of Sirokoru’s aesthetic and brand identity.[48][45]

Sirokoru provides precision casting services for external designers, ranging from one-off pieces to large production runs. Services include mold-making, free design consultation, and the production of silicone rubber master molds at material cost only. Designers may supply their own molds or wax models, and Sirokoru accommodates both hand-crafted and digitally modelled work. In addition, the company offers jewellery repair and restoration, including chain and clasp replacement, resizing, and professional cleaning and polishing.[78]

Recognition and partnerships

Sirokoru’s products carry the Design from Finland mark, an NGO certification recognizing transparency and high-quality domestic craftsmanship.[79] The firm also supports environmental causes such as marine protection through the John Nurminen Foundation. Proceeds from Itämerikorut jewelry line have been used to produce Matti Hyvärinen’s unique silver Merikotka statuettes, which are donated to major contributors of the Archipelago Sea Protection Fund.[80][47][48]

Legacy

Sirokoru is regarded as one of Finland’s most recognized family jewelry companies. Under Matti Hyvärinen’s vision, it became synonymous with Finnish design abroad,[81] balancing artistic originality, technical innovation, and ecological responsibility.[5] The FinnDeer line in particular has become an enduring brand identity. Today, Sirokoru continues into its third generation while its vintage jewelry and watches[82] remain highly collectible worldwide.[48][51]

During Hyvärinen’s lifetime, 90–98%[31][83][84] of Sirokoru’s production went to export markets, and he credited this international focus—through fairs, exhibitions, and design media coverage—not only with promoting his company but also with raising the profile of Finnish jewelry abroad.[7] Hyvärinen emphasized that Sirokoru never relied on large-scale advertising campaigns, instead following the principle that “good products sell themselves.”[62]

Sirokoru’s production was often characterized as "designed jewelry"—a little better, and taking a little more time—intentionally crafted in limited series that emphasized artistry and exclusivity, rather than competing with the machine-made mass production of Italy or Germany. As Hyvärinen explained, the company’s role was instead to "make things they don’t want to make," focusing on originality, cultural character, and craftsmanship over volume.[85]

The workshop also served as a training ground for young goldsmiths, many of whom apprenticed there before establishing their own careers.[86]

Further reading

  • Willcox, Donald J. (1970) New Design in Jewelry. Van Nostrand Reinhold.
  • Kansallismuseo (2015) Brilliant! ISBN 978-952-93-5827-4 (in Finnish)
  • Aav, Marianne; Amberg, Anna-Lisa; Fagerström, Raimo; Tillander-Godenhielm, Ulla (2012). Koru Suomessa. Designmuseo. ISBN 978-952-9878-77-2 (in Finnish).
  • Pahlman, Helena; Pahlman, Lars; Poutasuo, Tuula; Ruutiainen, Päivi; Tillander-Godenhielm, Ulla; Timonen, Esko (2016). Suomalainen Koru. Tammi. ISBN 978-951-31-9103-0 (in Finnish).
  • Hyvärinen, Matti (2015). Muototaiteen vapaaottelija: Matti Hyvärinen (in Finnish).

See also

External Links

References

  1. ↑ "Yksilöllinen koru valtaa alaa" (in suomi). Helsingin Sanomat. 15 November 1968.
  2. ↑ Mehtonen, Tapani (16 September 2015). "Hyvärinen korostaa Turun kultaseppien merkitystä" (in suomi). Kaarina-lehti.
  3. ↑ "Suomalainen timanttikoru palkittiin Amerikassa" (in suomi). Helsingin Sanomat. 28 September 1967.
  4. ↑ "Yksilöllinen ateljeekoru—arvoesine ja taideteos" (in suomi). Uutis-valjakko. 16 November 1968.
  5. ↑ 5.0 5.1 5.2 "Sirokoru". Etsy. Sirokoru. Retrieved 22 August 2025.
  6. ↑ Eloluoto, Henriikka (19 April 2017). "Uskalla olla oma itsesi" (in suomi). Turkulainen.
  7. ↑ 7.0 7.1 7.2 7.3 7.4 7.5 7.6 Hyvärinen, Matti (2015). Muototaiteen vapaaottelija Matti Hyvärinen (in suomi). Search this book on
  8. ↑ "Kultaseppämestari Matti Hyvärisen ura esillä Galleria Gao Shanissa" (in suomi). Kellokulta. 9 December 2021. Retrieved 22 August 2025.
  9. ↑ "Korut kimaltavat juhlamessuillakin" (in suomi). Kauppalehti N:o 180. 22 September 1969.
  10. ↑ "Untitled editorial" (in Deutsch). Kurier am Sonntag. 28 April 1985.
  11. ↑ "Untitled editorial". Guldsmedsbladet (in svenska). April 1971.
  12. ↑ "Eine Reise in Finnlands historische Metropole, nach Turku". Die Vitrine (in Deutsch). November 1982.
  13. ↑ Ipatti, Laura (20 June 2002). "Todistukset eivät ole koko totuus taiteilijan pätevyydestä" (in suomi). Turun Sanomat.
  14. ↑ "Romantiikkaa vientikoruissa" (in suomi). TS Extra. 4 November 1977.
  15. ↑ Kankamo, Ritva (16 October 1980). "Matti Hyväriselle arvostettu palkinto" (in suomi). Uusi Suometar.
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  17. ↑ 17.0 17.1 ""Nuggets of Gold" in Jewelry Design". Welcome to Finland #24. 1985.
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  52. ↑ @sirokoru (18 September 2018). "60 successful years in business, we are now launching our Vintage Collection" – via Instagram.
  53. ↑ Emilia (23 January 2025). "Tiina luotsaa toisessa sukupolvessa yritystä, jonka perustaja on palkittu mm. timanttikorujen Oscar-palkinnolla". Lov!t (in suomi). Retrieved 5 August 2025.
  54. ↑ "J01 Necklace gold". Hermandia. Retrieved 10 August 2025.
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  58. ↑ K, T (1984). "Sirokorun 25 vuotta". Kultaseppien lehti 2/1984 (in suomi).
  59. ↑ Aav, Marianne; Amberg, Anna-Lisa; Fagerström, Raimo; Tillander-Godenhielm, Ulla (2012). Koru Suomessa (in suomi). Designmuseo. ISBN 978-952-9878-77-2. Search this book on
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  62. ↑ 62.0 62.1 Numminen, Joanna (2017). "Edelläkävijä Kaarinasta". Filnaakkeli (in suomi).
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  64. ↑ Product Catalog (Printed catalog). Diacast Ltd. 1999. Search this book on
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  68. ↑ "Diacast fuusioitunut". Gold, Silver & Watch, Winter 2021 (in suomi). 20 November 2020.
  69. ↑ "EcoAct-valkohopea, hienohopean valkoisuus ilman hopeointia!". Diacast (in suomi). 2017. Archived from the original on 9 October 2014. Retrieved 24 August 2025.
  70. ↑ Järvinen, Sari (26 August 2009). "Hopea kiiltää myös myrkyttömästi" (in suomi). Kaarina-lehti.
  71. ↑ Riihimäki, Juha (26 August 2017). "Tuhansien muotojen mies" (in suomi). Turun Sanomat.
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  73. ↑ "Best Practice Principles". De Beers Group. Retrieved 10 September 2025.
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  80. ↑ "Sirokoru tuottaa ympäristöystävällisiä koruja Saaristomeren hyväksi" (in suomi). 26 March 2018. Retrieved 2 August 2025.
  81. ↑ "Formes Fantastiques de Finlande". Table et Cadeau (in français). November 1973.
  82. ↑ "[Editorial without title recorded]". Antiikki & Design 5-7/2017 (in suomi). 2017.
  83. ↑ "Untitled editorial" (in suomi). Turun päivälehti. 11 December 1970.
  84. ↑ Pahlman, Folke (15 August 1992). "Tusenkonstnär i silver och guld" (in svenska). Åbo Underrättelser.
  85. ↑ Holmes, Deborah (August 1988). "Finland's fine, folk & fashion jewelry". Jeweler's Circular—Keystone.
  86. ↑ "Kultasepän ammatti vaatii tarkkuutta ja huolellisuutta" (in suomi). Kaarina-lehti. 10 October 1990.



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