Deafmetal: a love story between design and functionality for hearing aids
Founded in 2018 by Finnish designer Jenni Ahtiainen, Deafmetal was born from a deeply personal journey. When Jenni herself began experiencing hearing loss, she was struck by how hearing aids lacked individuality and aesthetic appeal—unlike glasses, which are widely accepted as fashion items. Her response? Transforming hearing aids into expressive, wearable art.
She designed a custom leather holster adorned with jewelry—blending rock aesthetics, function, and empowerment. The concept quickly went viral, sparking the launch of Deafmetal as a brand dedicated to destigmatizing hearing loss through creativity.
Growth and Recognition
Deafmetal's unique fusion of design and functionality garnered international acclaim. Just two months after its inception, the company won the 2018 New Product Prize at Europe's largest handicrafts trade show.
Deafmetal’s defining moment came in 2019, when it represented Finland at the Creative Business Cup Global Finals in Copenhagen. Competing against entries from over 80 countries, Deafmetal secured 2nd place globally, an achievement that catapulted the brand onto the international stage. This recognition was more than an accolade—it validated Deafmetal’s bold vision that design, creativity, and inclusivity could converge to transform perceptions and industries. The Creative Business Cup opened doors to global investors and media, positioned Deafmetal as a leader in inclusive design, amplified its social mission to destigmatize hearing aids, and connected the team with a vibrant international network of creative entrepreneurs and changemakers.
The startup has since expanded globally, with distributors in countries including the USA, Canada, Denmark, Norway, Germany, Sweden, Belgium, the Netherlands, Switzerland, Austria, Slovenia, Malta, Israel, Turkey, Iceland, the UK, Japan, Australia, South Africa, Colombia, Chile, and Argentina.
Impact and Mission
Deafmetal's mission extends beyond aesthetics; it aims to destigmatize hearing aids and encourage their use. A 2025 survey revealed that over 90% of Deafmetal users feel more confident wearing their hearing devices with the jewelry, and more than 50% reported increased regular use of their hearing aids.
The company collaborates with artists and musicians to promote hearing health and safe listening practices, striving to prevent hearing loss and change societal perceptions. By transforming hearing aids into personalized accessories, Deafmetal empowers individuals to embrace their hearing loss with confidence and style.
Key Achievements
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2018: Awarded "New Product of the Year" at Europe's largest handicrafts trade show.
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2019: Represented Finland and secured 2nd place at the Creative Business Cup Global Finals.
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2019: Won the Linnan Business Turnajaiset competition in Finland.
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2022: Received the "She’s Next" grant from VISA & iFundWomen, supporting female entrepreneurs.
Funding and Investments
Deafmetal's receipt of the "She’s Next" grant in 2022 indicates financial support aimed at empowering women-led businesses. The company's global expansion and product development suggest successful funding strategies.
Latest News: Deafmetal Hits the World Stage at the V&A Museum
In a landmark moment for inclusive design, Deafmetal's iconic hearing aid jewelry has been selected for the prestigious “Design & Disability” exhibition at London’s world-famous Victoria & Albert Museum. Opening in 2025, the exhibition celebrates the creative power of disabled, deaf, and neurodivergent innovators shaping contemporary culture. Deafmetal’s presence is more than a showcase—it’s a bold statement that assistive devices can be beautiful, empowering, and design-forward.