Edgy jewellery brand teams with Steffans boss as it plans UK assault.
Edgy jewellery brand Bjørg is teaming up with Northampton retailer Steffans in a bid to position itself as the next big brand in the UK.
The brand will now be stocked at Seffans but the team behind Bjørg have told Professional Jeweller that they are intending to work closely with Steffans boss Steff Suter to devise a strategy that will raise the profile of the brand in the UK, and have described Suter as “a mentor”.
Bjørg now has 60 stockists in the UK but is hoping to add at least another 10. The brand said that it is aiming to work with niche boutiques rather than multiple retailers, however it has just signed a deal with a major fashion retailer to collaborate on an exclusive jewellery collection.
Steffans is well known within the jewellery industry for stocking bestselling jewellery brands and said he is looking forward to the challenge of helping Bjørg to further establish itself in the UK market. He added: “Bjørg is a designer that I would call a bit on the dark side; a bit steampunk, a bit Johnny Depp, Tim Burton-esque with museum and taxidermy themes. I love the way the silver and use of off-colour rose cut-diamonds has an aged feel. I believe this brand is ready to go to market in the UK and that is why I’m in and will work closely with Bjørg to make its mark in the UK.”