New Folk
Embroidery in jewelry
NEW FOLK collection inspired by Polish crafts and women's stories.
W.KRUK embraces the latest trend in folk art. Embroidery inspired the brand to create a collection that combines the rich history of Polish craftsmanship with modern forms. It's a story of beauty, sensitivity, and women's experiences that transcend generations. Through jewelry, embroidery gains a new form of expression, simultaneously enriching contemporary designs with colorful stories, written in threads for years.
Embroidery in tradition and trends
Contemporary fashion readily incorporates folk inspirations. One of the most interesting forms of women's craft in Polish culture is embroidery. It carries the memory of generations, preserving the emotions, beauty, and stories of women who have for years expressed themselves and their sensibilities through handicraft. W.KRUK remains true to the #CRAFTisBEAUTIFUL concept and brings traditional embroidery into the modern world. Stories woven into the weaves of the past are now brought to life anew through contemporary, original jewelry designs.
The NEW FOLK collection combines modernity with tradition. It celebrates craftsmanship as a source of knowledge, inspiration, and intergenerational community. It emphasizes the work of human hands, which, while once perceived as utilitarian, is now considered a form of art. Embroidery is also a symbol of regional identity. Distinctive patterns originating from various parts of Poland create a narrative of the richness of local traditions. The collection's jewelry features references to embroidery from Podhale, Krakow, Wilanów, and Cieszyn – places where unique design originated. These motifs are now being brought into the world of the modern woman through jewelry.
Above all, however, the collection is a tribute to the women who have for centuries created and nurtured the tradition of hand embroidery, intertwining it with their dreams, experiences, and stories. The designs featured in the jewelry inspire us to look at them from this perspective as well.
Embroidery in jewelry
Women have consistently felt the need to express themselves throughout history. Through handmade accessories, details, and even jewelry, they emphasize what's important to them. The NEW FOLK collection symbolically connects the past with the present with delicate silver threads. Designed by
The W.KRUK Design Team, made in the brand's Manufaktura, interprets embroidered patterns that have been present in tradition for years.
The first edition features 18 silver pieces – earrings, necklaces, pendants, bracelets, and rings. The subtle and delicate forms convey a powerful expression. Thanks to the work of the artisans at Manufaktura W.KRUK, traditional designs have gained a new dimension. Manufaktura W.KRUK is one of the last places in Europe where traditional hand-made jewelry techniques are cultivated, combined with modern, innovative technologies. Craftsmen with years of experience and exceptional skills give jewelry a special meaning. The NEW FOLK collection incorporates elements of the past, transformed into jewelry using modern techniques. The jewelry is accompanied by silk scarves, made at Manufaktura Jedwab Polski in Milanówek.
The precious metal used to produce NEW FOLK jewelry is recovered silver and returned to circulation.* Through the refining process, carefully selected recycled materials are restored to their purity and properties identical to traditionally mined raw materials. W.KRUK believes that luxury and responsibility can go hand in hand – with respect for the environment and without compromising quality.
New Folk Collection Campaign
The NEW FOLK collection campaign connects places, generations, and experiences. Two worlds meet: youth and dreams, and tradition and sentiment. Embroidery is the connecting thread in this narrative. As a craft, traditional and jewelry, it weaves together diverse inspirations, preserving their authenticity in every aspect. The jewelry breaks traditional forms with modern craftsmanship, and the narrative unfolding around it finds still relevant voices in the histories of generations.
The campaign was realized in the interiors of the Villa pod Jedlami. Built in 1897 according to an original design by Stanisław Witkiewicz, it is considered the finest embodiment of the so-called Zakopane style. This architectural masterpiece remains a symbol of artistic life and the development of Polish culture in the late 19th century.
The unique heroine of the campaign is Anna Nędza-Kubiniec, a renowned embroiderer and ethnologist throughout Podhale, who cultivates the tradition of Polish embroidery, which has been in her family for generations. Anna's grandmother and mother embroidered, passing on their valuable skills and precision in executing motifs, details, patterns, and compositions. Each of these is part of the artistic legacy that Anna masterfully and with exceptional dedication preserves from oblivion.
The NEW FOLK collection is available for sale from July 9, 2026 in W.KRUK and wkruk.pl stores. Selected items from the collection are available for sale exclusively online.
*does not apply to ready-made components such as clasps, plugs, chains, etc.
