W.KRUK draws on the latest trend in folk art. Embroidery has inspired the brand to create a collection that combines the rich history of Polish craftsmanship with modern forms. It is a story of beauty, sensitivity and the experiences of women that span generations. Through jewellery, embroidery gains a new means of expression, whilst enriching contemporary designs with colourful stories, recorded in thread over the years.
Embroidery in tradition and trends
Contemporary fashion readily incorporates folk inspirations. One of the most fascinating forms of women’s craftsmanship in Polish culture is embroidery. It carries the memory of generations, preserving the emotions, beauty and stories of women who, for years, have expressed themselves and their sensitivity through handicrafts. W.KRUK remains true to the idea that #CRAFTISBEAUTIFUL and brings traditional embroidery into the modern world. Stories from the past, woven into the fabric, are now brought to life once more through contemporary designs of original jewellery.
The NEW FOLK collection blends modernity with tradition. It celebrates craftsmanship as a source of knowledge, inspiration and intergenerational community. It highlights the work of human hands, which for years was viewed purely in practical terms but is now recognised as an art form. Embroidery is also a symbol of regional identity. Distinctive patterns originating from various parts of Poland tell a story of the richness of local traditions. In the jewellery from the collection, one can find references to embroidery from Podhale, Kraków, Wilanów and Cieszyn – places where unique designs originated. Today, thanks to this jewellery, these motifs are reaching the world of the modern woman.
Above all, however, the collection is a tribute to the women who, over the centuries, have created and nurtured the tradition of hand embroidery, weaving it together with their dreams, experiences and stories. The patterns featured in the jewellery inspire us to view them from this perspective as well.
Embroidery in jewellery
For centuries, women have consistently felt the need to express themselves. Through hand-crafted ornaments and details, and also through jewellery, they emphasise what is important to them. The NEW FOLK collection symbolically links the past with the present using delicate silver threads. Designed by the W.KRUK Design Team and crafted in the brand’s workshop, it reinterprets the embroidered patterns that have been part of tradition for years. The first release features 18 silver pieces – earrings, necklaces, pendants, bracelets and rings. These subtle and delicate forms possess immense expressive power. Thanks to the work of the craftsmen at the W.KRUK Manufactory, these traditional designs have taken on a new dimension. The W.KRUK Manufactory is one of the last places in Europe where traditional handcrafted jewellery techniques are still practised, combined with modern, innovative technologies. Artisans with many years’ experience and exceptional skills imbue the jewellery with special significance. The NEW FOLK collection incorporates elements from the past, brought to life in the jewellery through modern techniques. The jewellery is accompanied by silk scarves, produced at the Polish Silk Manufactory in Milanówek.
The metal used to produce NEW FOLK jewellery is silver that has been recovered and returned to circulation*. During the refining process, carefully selected recycled materials are restored to a purity and properties identical to those of traditionally mined raw materials. W.KRUK believes that luxury and responsibility can go hand in hand – with respect for the environment and without compromising on quality.
The New Folk Collection Campaign
The NEW FOLK collection campaign brings together places, generations and experiences. It unites two worlds – that of youth and dreams, and that of tradition and sentiment. Embroidery serves as the thread that weaves this story together. As a craft – both traditional and jewellery-making – it weaves together various inspirations, preserving their authenticity in every respect. The jewellery breaks with traditional forms through its modern craftsmanship, whilst the story surrounding it finds voices in the history of generations that remain relevant to this day.
The campaign was shot inside the Villa pod Jedlami. Built in 1897 according to Stanisław Witkiewicz’s original design, it is regarded as the finest example of the so-called Zakopane style. To this day, this architectural masterpiece also remains a place that symbolises the artistic life and development of Polish culture in the late 19th century.
The campaign’s exceptional protagonist is Anna Nędza-Kubiniec, an embroiderer and ethnologist renowned throughout the Podhale region, who upholds the tradition of Polish embroidery that has been passed down through generations in her family. Anna’s grandmother and mother both practised embroidery, passing on their valuable skills and the precision required to create motifs, details, patterns and compositions. Each of these forms part of an artistic heritage that Anna, with masterful skill and exceptional dedication, is preserving from oblivion.
The NEW FOLK collection will be available for purchase from 9 July 2026 in W.KRUK boutiques and at wkruk.pl. Selected items from the collection are available exclusively online.
*Does not apply to ready-made components such as clasps, stoppers, chains and others.
