INTERVIEW: Sif Jakobs Jewellery reveals ambitious plans for IJL and beyond

Sif Jakobs Jewellery’s director for the UK & Ireland, Mark Riddle, reveals the brand’s ambitious plans for International Jewellery London and the next 12 months…

What are Sif Jakobs Jewellery’s plans for growth in the UK and Ireland over the next 12 months?
With unprecedented challenges facing the retail sector across Central Western Europe, Sif Jakobs Jewellery has identified the UK and Ireland as key development markets, alongside Germany and the Nordic countries. Our aim is to double our year on year sales revenue in the UK and Ireland within the next 12 months and the same again by the end of 2021. It is an ambitious target, but we are confident in Sif’s ability to continue to deliver winning designs that consistently add value and increment the branded silver jewellery market. Sif Jakobs Jewellery is not the same as the look-alike classic diamond jewellery styles retailers would expect to see from other silver and zirconia brands. Each item is unique and the brand attracts a different type of customer. We are also confident in our service levels from Denmark, our head office support functions, and our dynamic business model.

What progress and changes have you made as a business in the last year?
As a company, Sif Jakobs Jewellery has secured significant external investor funding. This was crucial in order to be able to deliver a much higher level of stockist support across the marketing mix in both existing and selected new European markets. For example, we recently took the decision to employ three experienced area sales managers in England and a new agent for Scotland and far north of England. We have also developed closer ties with our agents in both Scotland and Ireland. This is at a time when other silver brands appear to be cutting back on field-based resources. We believe employed and locally based sales managers are an essential component as market forces dictate the need for brands to support retail stockists by reaching out to the end customer through effective visual merchandising, staff training, end customer/staff incentives and tactical promotional activity. We are already seeing the benefits in terms of securing new accounts and increasing revenue in existing accounts. As always, there have also been some very exciting changes to our product range, as Sif maintains her drive to keep the brand at the forefront of the design-led, fashion-forward and value for money silver and zirconia category. We are working closely with Facets PR to reach out to end customers through influencers and bloggers and will continue our investment in monthly full page end customer advertising in ‘Hello Fashion’. You will also see that we have also started to incorporate ‘Copenhagen’ into our logo. This gives the brand a stronger link to Denmark and locks into the internationally recognised cool ‘Scandi-vibe’, with its continued broad design appeal in all age ranges.

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Do you have any specific targets for International Jewellery London 2018?
We are looking to add another 25 new independent retail doors at IJL to our existing retail partner network. Quality rather than quantity. We often find stockists with a discerning end customer looking for ‘edgy’ but wearable designs to be the most successful. We take nothing for granted and I firmly believe that Sif Jakobs Jewellery now has the most robust support package in the silver branded jewellery category. Effective and brand compatible national independent distribution remains a key objective. Also, to gain access to high foot-flow city centre shopping locations and larger shopping malls, it is important for us find a national multiple retailer to work with. We are taking our time because we want a multiple retailer that recognises the unique attributes of Sif Jakobs Jewellery and how it will add value to their existing branded silver business. Our view is that it is no longer enough for retailers to sit back and believe they have the important silver and zirconia category covered with just a simple classic diamond jewellery look-alike range. It is a now time to stand out, add value and increment sales. There is no better silver brand to partner with than Sif Jakobs Jewellery.

What new product will you be launching at IJL?
New product development has always been a key USP for Sif Jakobs Jewellery. As usual, the brand will take centre stage on the main boulevard and visitors can expect to see a spotlight on a fabulous selection of new designs. The rising trend towards yellow gold and colour in jewellery is recognised in additions to the highly acclaimed ‘Rainbow Gold Crush’ collection, incorporating vibrant hues and also in plain white zirconia. The new ‘Matera’ range is just so square and for those reaching for the stars, we have the new ‘Zodiaco’, constellation inspired collection in rhodium plated sterling silver and in 3-micron 18ct yellow gold plate with dazzling white zirconia. There are also additions to our existing collections in sumptuous 18ct yellow gold-plate. I urge retailers to come and look at what Sif Jakobs Jewellery has to offer. Dare to be different!

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