The first head-designer of Kalevala Jewerly, Germund Paaer was responsible for the jewelry design until the 1950s. Talented, enthusiastic and very productive yet humble, his intricate and detailed aesthetic became very popular. With an interesting male point of view, Paaer required that "Edges of the jewelry pieces must be absolutely smooth. Sensitive female fingers touch them and they should not have any roughnesses..." His most popular design was the Moon Goddess which was influenced by Viking jewelry and has been in constant production since the 1940s.

Finnish design has a long history and is know for simplicity, functionality, and craftsmanship. It's trademark designs emerged in the early 20th century, and gained international attention through pioneers like Alvar Aalto in architecture and furniture, as well as companies such as Iittala, Artek, and Marimekko. Their work emphasized clean lines, natural materials, and a harmonious balance between beauty and practicality. Everything must have a purpose. Iconic products like the Aalto vase, Artek’s Stool 60, and Marimekko’s bold textile patterns established Finland as a leader in modernist design. Over the next century, Finnish design became synonymous with high quality, technical skill, and timeless aesthetics—qualities that have earned it global recognition, particularly during the postwar years when Nordic design was celebrated worldwide, and still is. Today, Finnish products continue to enjoy international respect, not only for their aesthetic value but also for their reputation of reliability, thoughtful construction, and cultural authenticity.