Q&A: Sif Jakobs

Sif Jakobs launched her own-name jewellery brand in the UK in 2013.

On its plans to push investment in the UK and Irish markets.

It’s rare to find a brand with roots in several countries, but Sif Jakobs Jewellery, a brand founded by Sif Jakobs herself, has connections to several corners of Europe.

Jakobs was born in Iceland, trained in jewellery design in Sweden and now resides between Copenhagen and Italy. Her collections are named after Italian cities, with silver and leather designs set with cubic zirconia. The collections have proved a hit to date, and are now sold in markets across Europe, including the UK and Ireland since 2013.

She tells Professional Jeweller about the brand’s plans to invest heavily in the UK and Ireland, and the growing popularity of rose gold plated collections.

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Professional Jeweller: How long has Sif Jakobs been operating in the UK and Irish markets, and how is it reaching out to UK and Irish retailers?
Sif Jakobs: We launched Sif Jakobs Jewellery in UK in 2013 at IJL. However, we didn’t see the brand growing as fast as we would like, so we decided to change the distribution set up with free agents [at the] beginning of 2014. We can now see that the brand is growing much faster with the new sales channels. The reaction from the market is also very positive from all the potential retailers, especially when we accompany out agents on visits to current clients and new potential clients. They really like that we’re travelling the whole way from Denmark visiting a small client in a little village.

PJ: You have said the brand plans to "power ahead" in the UK and Ireland in the coming year. Tell us more…
SJ: The UK and Ireland are very important markets for Sif Jakobs Jewellery, as we know that the British love Danish design and quality. So we’ll put all our efforts and investment in to UK and Ireland in the next couple of years as we want to be successful and achieve a strong market share. So far in 2014, we have participated in Jewellery & Watch at the NEC in February and the CMJ trade event in March. The trade shows are really intensive; right now we’re preparing for IJL at Olympia in August.

PJ: How many retail stockists does Sif Jakobs have to date, and who are you planning to target next?
SJ: Today we have 40 stockists in UK and Ireland and our target is 80 stockists by the end 2014. Naturally, we’re also targeting all the large department stores as well as the multiple jewellers and have already ongoing dialogue with some of them.

PJ: When will the brand launch its next collections, and what can we expect?
SJ: The next collection from Sif Jakobs Jewellery is expected to launch at IJL 2014. Our recent rose gold plated collection was received very well by the market and is really successful in UK and Ireland. More rose gold plated jewellery is coming up in the next collection, with pieces made in sterling silver with a high-quality rose gold plating, set with white or black zirconia stones.

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