The sunshine was brilliant and the putts were falling. It was a lovely golf round at Mellringe GK just outside Örebro, Sweden. The two dedicated golfers and entrepreneurs Kenneth Sjöstrand and Ulrika Å Jondelius had come to relax with a round of golf. But instead of playing they were now caught up in a vivid conversation, they were struck by an idea: Why not make jewelry for those who loves both golf and design.

Golf and design was something that Kenneth and Ulrika knew but jewelry was something new. The idea of a designed collection of jewelry for golfers was too good to let go, but how to proceed?

A few weeks later the brand FORE! was registered. They made contact with a famous and successful group of Swedish designers based in Soho, New York. The group is known as Yvone Christa New York and designs exclusive jewelry that can be seen in media and on celebrities.

Yvonne Clamf is a part of Yvone Christa, she liked the idea and started to make sketches. In the fall of 2007 the first collection was released, it had its own distinctive forms inspired by golf. The small Swedish business FORE! jewelry got great attention from media in several countries. Those who are active golfers and see a piece of jewelry from FORE! can feel the enthusiasm that Kenneth and Ulrika felt that sunny day at the golf course just outside Örebro, Sweden.

The distance between a though and action is still short for Kenneth and Ulrika, when they get an idea it won't be long until it is realized. This can be seen at www.fore.com, the hub for the ever-evolving enterprise. Today FORE! jewelry has introduced several collections and ships its jewelry to both Europe and USA as well as the rest of the world.