Sparkle Meets Tradition: Jewelry Styling for Dirndls & Cajoy’s New Munich Boutique

11 August 2025

Sparkle Meets Tradition: Jewelry Styling for Dirndls & Cajoy’s New Munich Boutique
With Oktoberfest on the horizon, Austrian jewelry brand Cajoy adds a contemporary twist to traditional Trachten looks with Boho-inspired accessories—and marks the occasion by providing insights into the new boutique in Munich.

Two models in dirndls with Cajoy earrings and bracelets (left) and interior view of Cajoy’s new Munich boutique at Amiraplatz (right).

Cajoy: Austrian Elegance with a Boho Twist

Founded in Vienna in 2013 by Theresa Inama-Buschmann, Cajoy Jewellery designs necklaces, earrings, and rings in its own Vienna atelier, working with a focus on ethical materials and careful craftsmanship. In March 2020, the brand unveiled its first standalone store in Vienna's 1st district at Seilergasse 3, a treasure-box-like space designed with architect Frank Mitschke. Measuring 42 m², the boutique features trompe-l'œil floors, Jugendstil motifs, and refined display concepts, and quickly became a noted address for design-minded shoppers. Over the years, Cajoy's pieces—particularly earrings and armchains—have established themselves as staples among Austria's chic and elegant clientele.

Cajoy Arrives in Munich

In June 2025, Cajoy opened its first Munich boutique at Amiraplatz 1. The press release highlights its convenient central location—and invites Trachten enthusiasts to experience the collection in person, choose favorite pieces, and round off their festive looks with the perfect jewelry. The interior design, created by architect Frank Mitschke—who also designed the Vienna store—reflects the brand's refined aesthetic. Insights and images of the Munich boutique are published on his website at frankmitschke.de.

Jewelry That Elevates Dirndl Style

Ahead of the festival season, Cajoy shared styling advice for combining modern jewelry with traditional Tracht:

• Boho meets Dirndl: Delicate floral stud earrings work well with flowing dirndls in silk, linen, or cotton—particularly in muted tones such as sand, sage, or dusty rose. A braided hairstyle and a coordinating arm cuff add to the relaxed blend of heritage and festival flair.
• A touch of shine for any fest: Sparkling pastel-stone studs create understated highlights for both classic cotton dirndls and more elaborate lace or modern two-piece variations.
• Photogenic wear: Lightweight and comfortable, the jewelry is suited for capturing festive moments—whether in the glow of a beer-tent evening or in the softer light of a beer-garden sunset.

From Oktoberfest to Everyday

Adding jewelry to a dirndl offers more than seasonal decoration—it's a way to personalize a traditional outfit with accessories that remain wearable long after Oktoberfest. A pair of earrings or a slender armchain can transition easily into everyday style, making them an enduring complement to any wardrobe.

Images: On the left, two models pose in front of a door, wearing dirndls styled with Cajoy earrings and bracelets. The woman in the foreground wears a cream dirndl with pastel pink, light blue apron, while the other model wears a burgundy dirndl. On the right, the interior of Cajoy’s new boutique in Munich’s Amiraplatz is shown, featuring geometric patterned flooring, a central counter with a textured white front, and black shelving displaying jewelry and decorative items. The brand posted a video of the jewelry and dirndl looks on Instagram. Photos: © Cajoy.