Majoral, the jewellery brand rooted in Mediterranean culture and nature, is elevating its packaging with Papira, Stora Enso’s foam material innovation made from renewable sources. Known for handcrafted jewellery inspired by the landscapes and light of Formentera, Majoral has always placed design and storytelling at the heart of its creations.
For Majoral, packaging is part of the jewellery experience. The moment a customer opens a piece, the box should reflect the same values of beauty, care, and passion as the jewellery inside. Papira makes this possible by combining protection with either a smooth, elegant, or naturally vibrant surface structure that frames each piece while also offering a renewable and circular alternative.
“Packaging was one of the biggest challenges in the rebranding — how to simplify without losing the handcrafted soul of Majoral. With Papira, we found the answer. The foam itself becomes part of the story, a small landscape inside the box that embraces each piece of jewellery and makes it feel unique.” says Marina Goñi, Creative Director at Estudio Marina Goñi.
Papira is bio-based, recyclable, and biodegradable – designed to reduce reliance on fossil-based foams while maintaining the premium feel expected in luxury packaging. The solution was made possible together with ZFoam, the converter shaping Papira into custom packaging inserts for Majoral’s jewellery collection, and Estudio Marina Goñi, the design studio behind the branding and creative concept.
“Papira® is about more than function – it helps brands like Majoral create a complete experience, where packaging and product work seamlessly together while reducing environmental impact,” says Juha Kiviranta, VP, Emerging Business Biofoams at Stora Enso.
Majoral already uses recycled algae in some of its packaging, and with Papira their profile as a pioneer in sustainable design is further strengthened. This collaboration shows how premium brands can take the lead in the transition towards plastic-free, circular packaging solutions – without compromising on experience.