Attire Accessories - May/Jun 2019 (Issue 76)

PROFILE 55 SIF JAKOBS JEWELLERY T: +45 27 505 097 W: sifjakobs.com @sifjakobsjewellery about our Scandinavian aesthetics. The minimalism reflects the Sif Jakobs Jewellery Copenhagen aesthetics. Just to name one thing, for instance, the simple use of jewellery isn’t over-exaggerated; it’s clean, exclusive and sophisticated, which is what the brand is all about. When was the website launched, and how does it support the business? We have had a website ever since we started the brand. However, in March, we relaunched our site and it’s so much more on-brand. It is crucial to our company, as this is our window to the world. What have been the key milestones in the business? Winning the awards as fashion jewellery brand of the year in Germany and as jewellery brand of the year at the UK jewellery awards have been the biggest accomplishments and key milestones to date. How do you view the current market, and what trends – in both product and business – do you see emerging over the current months? The whole retail pattern is being disrupted, and so is consumer behaviour. Consumers are more confident and also more aware of all their possibilities. The world has become so much smaller, and everyone can get access to everything. It isn’t a deliberate choice, but I know myself that I’m less loyal to brands than before because there are so many possibilities out there. We are exposed to so many new brands, promotions and offerings on a daily basis, which means that it takes a lot for a consumer to establish a loyal relationship with a brand. You need to constantly be on target, invent new offerings, new happenings and reasons for customers to choose your brand, which is hard to keep up. I think it’s insane how much is done around a brand to be able to get a message out. It is so much more about things around the brand than the actual product – that’s a bit of a shame. Is there anything else you’d like to add or say about the company? We are celebrating our 10 th anniversary this year, which means that 2019 is going to be an exciting and eventful year. We will be launching new collections and hopefully new initiatives to support the development of the brand. We will develop the brand in a direction we haven’t taken before, and this is very exciting. I’m looking forward to this year, and I guess that celebrating 10 years as a brand, being sold in more than 20 markets with a positive growth every year, is actually one of the main accomplishments as well.