In 2009, Mads Ziegler, co-founder of Kranz & Ziegler, started forming the splendid adventure of a unique and personal jewelry collection. The thought behind it, was to create a piece of jewelry that let every person tell their own personal and story. The center of the STORY was to be detachable elements, which represented special occasions and life milestones to the bearer. What started out with one black bracelet and 20 different elements is now a continuous STORY of bracelets in all kinds of luxurious materials and colors complemented by more than 800 different elements, watches and jewelry. Besides narrating your personal history, STORY has now become a fashion statement that goes with just about any look you can imagine.