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BRAND CHAMPIONS: Sif Jakobs, creative director, Sif Jakobs Jewellery

Sif Jakobs

Sif Jakobs is the founder and creative force behind her namesake silver jewellery brand and she consistently adds value to this sector of the market.

Always staying ahead of the curve – analysing emerging fashion trends and colour influences – recent launches by Sif Jakobs Jewellery have been highly commended by the trade (and sell-through shows products have been right on the money). Before rainbow designs became the biggest trend of SS19, Jakobs had already created a collection adorned with multi-colour CZs and was able to capitalise on this further by expanding existing lines to include colourful adornments.

Likewise, Jakobs was quick to note yellow gold plated products were on the rise and she also recognised a need for jewellers in the UK to have a selection of fashionable jewellery designs that retail below £100.

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Last year, in its tenth anniversary year and sixth year in the UK market, sales rose to record heights after making significant distribution gains.

Having identified three target multiple retailers that Jakobs felt best represented the brand’s aspirations and DNA in high footfall city centres and key shopping malls, the brand was successful in securing new distribution in more than 60 John Lewis, Fenwick and Ernest Jones stores in the second half of 2019.

With the UK sales team, under Mark Riddle’s leadership, also growing the independent sector, the UK division doubled 2018 sales and is on track for another record breaking year in 2020.

 

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The author Stacey Hailes

Editor, Professional Jeweller

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