Pilgrim x GoWish:
Driving Growth Across Scandinavia
Background
Since 2024, Pilgrim and GoWish (Ønskeskyen in Denmark) have worked together to make Pilgrim’s jewelry a natural part of millions of wishlists. What began in Denmark has since expanded across Scandinavia – growing both awareness and sales.
A shared goal across The Nordics
Our partnership has centered around connecting Pilgrim’s brand universe with GoWish users in Denmark, Norway, and Sweden – with a shared goal to:
Activation Strategy
In close collaboration with Pilgrim, we built a holistic activation plan to reach users at every key touchpoint on GoWish and Ønskeskyen and drive measurable growth across Scandinavia.
The strategy combined integrated partner features together with advertising to maximize exposure:
“We’ve seen steady growth in Denmark, so expanding our collaboration with Ønskeskyen to Norway and Sweden was a natural next step. The combination of Ønskeskyen’s partner features and in-app exposure has given us strong visibility, and we can see the direct impact on our conversions and sales,” says Hjalde Markvad, Head of Ecommerce, from Pilgrim.
Results: YOY Growth 2024/2025
Pilgrim has experienced significant growth across all markets – in engagement, wish activity, and sales.
In 2025, the majority of wishes originated from Ønskeskyen’s partner benefits: 63% in Norway and 40% in both Denmark and Sweden, driven by features such as the Gift Generator, Wish Button, trending lists, and personalized recommendations.
About Pilgrim
Pilgrim is a Danish family-owned jewelry company that creates handmade jewelry and sunglasses with a focus on the latest trends. Designed in Denmark and backed by 40 years of experience, Pilgrim is a leading player on the international jewelry scene, known for its distinctive blend of Scandinavian and global design aesthetics.
About GoWish
Founded as Ønskeskyen in 2015 by the Danish postal service, PostNord, GoWish is now an independent, privately owned tech company trusted by millions of users worldwide. With one in two Danes using the platform, GoWish is not only the market leader and category owner in Denmark, but also a rapidly growing social shopping phenomenon with a single mission: fixing gifting.