"Silver is the best material we have. And silver has this wonderful shine like moonlight...a light taken straight from a Danish summer's night. When covered by dew, silver can look like magical mist." Georg Jensen.

Gorg Jensen revitalised the silversmiths calling by uniting art and craft. He treated the material with the greatest respect. He had a sensitive, artistic nature combined with a personality full of enthusiasm and tenacity. Perhaps his greatest achievement was not to be satisfied just to realise his own talent. He went a step further and created a tradition, an inspiring and demanding framework for creative artists and proud craftsmen. For this reason Georg Jensen is more than just one man's name today. It is a concept synonymous with excellent Danish decorative art and design throughout the world.

Inspired by the then dominant style of Art Noveau, he creates his own personal style combining the sculptor's strong and free lines with the silversmith's sensitive feeling for the material. His works are characterised by his fertile, creative imagination, and he works the silver without preconceived ideas. It has been said of Georg Jensen that he never followed fashion, he created it.

Georg Jensen soon became fashionable with Copenhagen's high society. The customers began to stream in, especially after an exhibition at the Danish Museum of Decorative Arts in the autumn of 1904-  the same year as he opened his first Silversmithy. As time went by he surrounded himself with a staff of talented colleagues and thus from the very beginning he laid the foundation for a definite artistic and artisan morale. He soon expanded. First in Bredgade, then in Knippelbrogade where he moved in 1912. In 1917, he built his own workshop on Østerbro, large enough to hold many hundreds of employees.Even when there were many employees, every single one was affected by the special spirit which to this day ensures the high artistic standards and artisan qualities of the silversmithy.

When Georg Jensen died in 1935, his small workshop had developed into a worldwide company where inspired artistic and talented craftsmen carried on the tradition. His ideas survived him through the employees he had trained, and these employees have since trained new generations. His death did not put a stop to the company which bears his name. He had left an established company with a viable tradition which both craftsmen and artists with their different temperaments and talents respected and worked harmoniously together.