Danish jewellery brand Sif Jakobs Jewellery launched in House of Fraser stores across the UK in August, and is also set to be sold on the department store’s website from September, as part of the brand’s ambitious expansion plans.

Sif Jakobs Jewellery is now available from 15 House of Fraser stores in key retail locations including London Oxford Street, Lakeside and Glasgow.

Director of UK & Ireland for Sif Jakobs Jewellery, Matt Finnerty, comments: “Launching into House of Fraser is a really big step for Sif Jakobs Jewellery in terms of brand exposure and consumer awareness; being in such a major player as House of Fraser should hopefully open up further opportunities with other big department stores and key accounts. This coupled with three new shop-in-shops in the North East and our launch into TH Baker has made it a really good month for the brand.”


Sif Jakobs Jewellery announced bold plans for the UK market earlier in the year, aiming to double its stockist count to 240 by the end of 2016, along with the development of shop-in-shops.

Sif Jakobs Jewellery will launch its AW16 collection at the International Jewellery London(IJL) show, presenting an edgy selection of signet rings, dogtag pendants and dramatic stone-set bangles, rings and pendants. For the first time this season, the brand will introduce classic yellow gold plating to its designs, set to complement the existing silver and rose gold hues teamed with white and black cubic zirconia.


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Editor, Professional Jeweller