Since their launch 10 years ago in 2009, Sif Jakobs Jewellery has gone on to be an award-winning brand famous for it’s eye-catching and elegant designs that also have a cool, modern edge. The brand is represented in 20 countries, has a growing international fan-base with many celebrity followers and regular coverage in popular fashion and lifestyle media.
We caught up with the inspiring force behind the brand, Sif Jakobs herself, and spoke about her inspirations, how she created a jewellery business that has grown rapidly with world-wide recognition and discussed the brands success in 2018 as well as looking forward to what is to come in 2019.
1) What have the last 12 months been like for Sif Jakobs Jewellery and what have been your most successful collections?
I cannot believe that 2018 has already gone by. Time flies – It was a crazy and busy year. Launching new markets and traveling to new fairs.
In the design aspect we launched a new colourful collection – we call it the Rainbow collection, which has been 2018’s most popular launch. Introducing colours into our Black/White universe was quite a big step for us, but since the launch at the beginning of 2018 we introduced new items regularly and the colours prove to be the most successful.
2) You announced some exciting new initiatives such as your affordable jewellery range in 2018, what have you got planned for 2019?
Our affordable jewellery range, Ellera has been a huge success even though we only launched it recently.
Another of our exciting collections in 2018 was our Zodiaco sign collection, which introduced a series of star constellations catering for the customer who likes storytelling and personal stories in jewellery.
This theme “personalisation” is something we will be extending in 2019, yet this is not something I can reveal at the moment – but it’s worth waiting for.
3) Where does your inspiration come from?
I find inspiration in architecture and all things I meet when I travel. I mostly design when I travel and especially when I’m on a plane alone with my thoughts and ideas.
However, the inspiration for my latest collection – The Rainbow coloured collection full of multi-coloured zirconia stones is found in the magical Rainbows that occasionally surrounds us.
I look over the ocean from my kitchen window and once in a while I’m so very lucky to capture the beautiful sight of a Rainbow over the sea. It’s such a magical view and I feel blessed every time I see this.
4) When did you first discover your love of jewellery and design?
As I child I was kind of a tom-girl. I was very boyish and never dressed up like a princess with tiaras and jewels. However, I was always creative and designing small fun things and in my teenage years I started to become very fascinated with design and architecture.
I actually wanted to be an architect for quite a while, but I soon realized that I was more into details and smaller pieces than big buildings, so I pursued a jewellery course and realised right away that this was my calling in life.
5) What is it like to run such a successful jewellery business?
It’s fun but it’s a lot of hard work and late hours.
I’m very involved in all aspects of Sif Jakobs Jewellery’s brand direction, marketing and design, which means that I need to be part of a lot of meetings and decisions.
I also work very closely with customer service, which means that I literally run up and down the stairs all day, since our office is based over two floors and I’m needed on both floors.
When I’m not in Copenhagen I travel to visit our retailers – we are represented in 20 countries now, so this means a lot of travelling.
6) You say in your promotional video that you love how jewellery can emphasise personality… which pieces do you wear that you feel really emphasise your personality?
I only wear what I love myself. These days I wear my Zodiac sign and I wear it in a 90 cm chain which is quite long. I’m more of an earring and ring person, so when I wear necklaces, I prefer a very long chain. I wear the Rainbow Bovalino hoops, and the eye-catching Novara Rainbow coloured ring.
7) Which celebrity would you love to see wearing Sif Jakobs Jewellery?
HRH Princess Mary of Denmark. I know she’s not a real celebrity she’s beyond – She’s Royal.
I always adored Crown Princess Mary for her exquisite beauty and unique flawless style. In addition she is such a kind and caring person who would be the ultimate Ambassador for Sif Jakobs Jewellery. I would create a pair of stunning earrings in one of my new Rainbow coloured favourites. Sleek and classic with a length and design that suits her face shape and her hair colour. She would shine and sparkle so pretty in these – Oh this would be a dream come true.
8) If you had to summarise Sif Jakobs Jewellery in a couple of sentences, what would you say?
Sif Jakobs Jewellery is a glamourous ambitious brand with a lot of sparkle and wow factor.
We’re a small and hardworking team based in Copenhagen who loves jewellery and to make the world shine.
9) You have been attending IJL as an exhibitor for a number of years, what is it about the show you like?
We use IJL to meet up with our London area customers and of course to show them our news and highlights. We take our time to speak and get updated on their situation and ideas and to introduce them to our plans for 2019. It’s just always nice to meet face to face with our customers.
10) What is the proudest moment in your jewellery career?
When we won Brand of the year in the UK and Fashion Jewellery brand of the year in Germany, I was very touched emotionally. That convinced me that Sif Jakobs Jewellery is an international recognized and preferred brand and that made me very proud.
View the Sif Jakobs Jewellery behind the scenes video here: https://youtu.be/Xb8erbLjXdc
Make sure to plan a visit to Sif Jakobs Jewellery to find out more and view their exciting collections at IJL 2019, 1 – 3 September 2019, on stand D91