A steel cord (114) comprises strength elements (100, 132) and having a length, a longitudinal central axis (112) and a cord pitch. At least one of the elements (100) has a projection on a plane YZ perpendicular to the longitudinal central axis (112). This projection takes the form of a curve with a radius of curvature which alternates between a maximum and a minimum. The curve further has a center of curvature. The radius of curvature and the center of curvature lie inside the curve so that a convex curve is obtained. The cord (114) is further characterized by one or both of following features:(i) the distance between two minimum radii of curvature of said curve measured along the longitudinal central axis (112) is different from half the cord pitch; or(ii) if all of said elements (100) provide a convex curve, at least one of said convex curves substantially differs from another convex curve.