Danish jewellery brand Sif Jakobs Jewellery will be opening its first UK shop-in-shop with fashion-forward jewellery retailer Charmed by Michael Matthews.

Sif Jakobs Jewellery will launch the shop-in-shop at Bournemouth’s designer jewellery story, Charmed, this spring.

Speaking of the new shop-in-shop Sif Jakobs chief executive officier Søren Dahl comments: “Sif Jakobs Jewellery had a great trade show with strong sell in at the Jewellery & Watch show, despite many of the exhibitors reporting fewer orders and stand visitors.


“We are looking forward to implementing our newly-developed Sif Jakobs Jewellery shop-in-shop with Charmed by Michael Matthews in Bournemouth, and with other key UK retailers.”

Charmed by Michael Matthews co-founder Collette Corica adds: “We are very excited to be opening a shop-in-shop with Sif Jakobs Jewellery. We have stocked this fashion-forward brand for a year now; it is so edgy, stylish and different to other brands we have. With the likes of Ellie Goulding and Rita Ora already spotted wearing it, I truly believe this is the brand to have and watch, it really will become a huge team player in the fashion jewellery market. Our customers love it and can’t wait for the new SS16 collection to hit the shop floor.”

Sif Jakobs Jewellery announced ambitious 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.

Following Jewellery & Watch, the brand flew out to Inhorgenta Münich, where it signed 32 new clients.