Deafmetal Hearing Aid Jewelry Heads to the Victoria & Albert Museum's 'Design & Disability' Exhibition

LONDON, UK — Natalie Kane, curator of the exhibition wanted Ahtiainen's hearing aid jewelry to be part of their fashion section because she saw Deafmetal as "a great example of a jewellery brand that was inspired by the designer's own work history and her own sudden deafness.”

The exhibition will showcase the radical contributions of disabled, deaf and neurodivergent people and communities to design and contemporary culture, stretching from the 1940s to the present day.

“Everyone has a desire to leave something of themselves behind. Something meaningful… I managed to create something that’s important enough that the prestigious V&A wants to showcase it to the world. This selection is a dream come true for me as a designer. I never would have thought that losing my hearing would end up being one of the best things that’s ever happened to me - it led to my invention, and now also to this exhibition," says Ahtiainen.

Ahtiainen received her hearing aids in 2018, and instead of trying to hide them, she did the opposite, by designing an innovation that allows hearing aid users to transform their devices into self-expressive pieces of jewelry.

Ahtiainen posted a picture of her own ‘tuned-up’ hearing aids on social media, and within hours the post went viral. Soon, Deafmetal became a full-time job for the designer.

“I just wanted to make my own devices look and feel like me, and in doing so, I merged clinical health technology with what I knew - the fashion industry… what I made by following my gut instincts turned out to be life changing, and not only for me.”

Hearing aid jewelry is not hearing aid jewelry without the aids, and Deafmetals are compatible with any type of hearing device from any manufacturer. The designs for V&A are combined with an Advanced Bionics cochlear implant and a ReSound hearing aid.

Today, Deafmetals are sold in 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 (and, of course, Deafmetal’s home, Finland).

In recent years, Deafmetal has been awarded several business and innovation awards, both nationally and internationally. As early as 2018, it won the New Product of the Year award at the biggest crafts fair in Europe. In 2019, the invention won silver at the global Creative Business Cup innovation competition, and in 2021, silver at the Castle Business Tournament. In 2022, VISA awarded Ahtiainen with the ‘She's Next’ Award for inspiring female entrepreneurs.

Deafmetal encourages more regular use of hearing aids – while untreated hearing loss can be dangerous

There is often a stigma associated with hearing aids, which is why people are reluctant to admit to hearing problems – even to themselves. According to a survey conducted in the spring of 2025, Deafmetal improves the lifestyles of hearing aid users by offering fashionable jewelry pieces that transform hearing aids into accessories that match the user's personal taste and style, while keeping their hearing devices securely in place, safe from falling off or getting lost.

Untreated hearing loss can lead to memory and cognitive decline, and has even been linked to a higher risk of developing Alzheimer's disease and other forms of dementia. The solution is not only empowering earlier, but also more regular use of hearing devices.

Over 90% of Deafmetal users consider styling and personalization important considerations for medical and assistive devices, and over 90% of these hearing device users feel more confident when wearing them with jewelry and embellishments. Over 50% of users report that they wear their hearing devices more regularly since they started wearing Deafmetals. (Stats based on a survey of 147 hearing device users conducted in April 2025).

”At least in Europe, we are living in a time of equality. Design and Disability themes such as ADHD and other autism spectrum disorders are already widely discussed, but hearing problems are still not talked about enough. Hearing loss is invisible, but if the WHO's predictions come true, one in four people will have hearing problems by 2050. Assistive devices shouldn’t look too clinical, nor should they change the personality of their users – hearing aid users love fashion just like anyone else,” Ahtiainen says*.*

The Finnish Hearing Association also wants to lower the threshold for adopting hearing aids, which can be positively influenced by personalizing hearing devices.

”Hearing aids help people with hearing loss cope with everyday life and work, and participate in social situations. At the Finnish Hearing Association, we think it's important that Deafmetal hearing aid jewelry is seen as encouraging people to use hearing aids”, says Sanna Kaijanen, Executive Director of the Finnish Hearing Association.

Ahtiainen has a strong history in accessories and jewelry design. Neckwear pieces designed under her previous gTie brand are still seen yearly at the Finnish Independence Day Celebration at the President’s hall, on numerous music and cultural influencers such as Michael Monroe, Ville Valo and most recently in 2024 "blues minister" Esa Kuloniemi. Ahtiainen's most famous international clients include Marilyn Manson, Bono and Snoop Dogg.

Source: Deafmetal