HOT 100 BRAND CHAMPIONS: Sif Jakobs & Soren Dahl, Founder & Owner, Sif Jakobs Jewellery

Sif Jakobs and Soren Dahl, founder and owner, Sif Jakobs Jewellery

Sif Jakobs Jewellery has been turning plenty of heads with its contemporary jewellery designs and in response it is seeing new UK retail doors open every week.

Led by husband and wife team Sif Jakobs and Soren Dahl – and their nine-month-old son Sixten who accompanies them on all their business trips – the pair have put together a business plan that has led to them making rapid inroads into the UK market.

In fact, as their Hot 100 shoot got underway, the pair were celebrating the first appearance of their products in a UK department store.

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Soren pinpoints two key developments as crucial to the growth so far. “One of them is the launch of our newly-developed shop-in-shop concept, which has been quite significant to the business as it has given the company another way to build the Sif Jakobs Jewellery brand in the UK, as well as showing our interest to work much closer with our retailers as dedicated partners. Also, hiring a director for the UK and Ireland has had a major impact on our fast growth.”

The Copenhagen-based duo’s Hot 100 shoot is taken against the backdrop of their main design studio and reflects the cool and hip vibe that underpins its creations.

“The Sif Jakobs Jewellery brand is very Scandinavian and minimalistic and we didn’t need a lot of props and accessories to portray the brand,” says Sif. “We wanted the jewellery to speak and show its elegance, which is why we didn’t include props. The lighting was very important and it very much highlights the Nordic feel and essence of the brand.”

Since they are married and work together, family and work life is intermingled, but they wouldn’t have it any other way. “It’s such a privilege to be able to work with a person you know so well and trust 100%. We are very different and our strengths are complementary, and I think that’s a great advantage when working so close together,” says Sif.

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