Attire Accessories - Seo/Oct 2019 (Issue 78)

ADVERTISING FEATURE 23 MILESTONE MOMENTS Sif Jakobs talks about her namesake jewellery brand’s 10-year anniversary It’s been 10 years since you launched Sif Jakobs Jewellery – how does that feel? I know it sounds like such a cliché, but it’s unbelievable that ten years has passed since I launched the very first Sif Jakobs jewellery piece. The brand has grown so fast and I’m grateful that we have made it so far in just ten years. How did Sif Jakobs Jewellery start? It’s funny to think how it started. I always knew that I wanted to create a jewellery brand and I guess you’re never really ready before you actually do it. I had a look and a specific vision in my head and I launched my brand. I was aware that my style was nothing close to what was in the market at that time. The very first style was a bold statement ring with loads of zirconia and a pair of party earrings, and it was these two pieces that made the breakthrough in Scandinavia for Sif Jakobs Jewellery as no one else was making that type of bold sparkling jewellery at that time. What was your vision with the company? I remember sitting in my one-room apartment, just me alone with high hopes and ambition. I had been working in the industry for a while but not independently. However, my vision back then was to create a jewellery brand with a strong DNA and a look and style that made women shine and feel beautiful. I had a dream of creating a glamourous, affordable, luxury brand appealing to a broad category of women who could wear and afford my jewellery. ‘Let yourself shine’ became my mantra from the very first day and has been our reference for all jewellery designed ever since. I still believe that our jewellery does make women shine like beautiful stars. What does your 10 year-anniversary mean to you? People often ask me of my biggest achievements in my life. And besides giving birth to my cherished little son Sixten, I feel that 10 years in the business running and growing a company year after year, and still having big dreams and goals, is actually my biggest professional achievement. Ten years is a big thing when you think of the ever changing consumer behaviour and market changes etc. There are so many factors to be aware of. So, having established a brand selling in 20 countries, and being here with a well-run company is something I’m proud of after a decade. What does it take to run a jewellery company like Sif Jakobs Jewellery? Stamina and a strong belief, and, of course, good people around you. Also acknowledging your mistakes and learning from them, because you will make mistakes and decisions you wish you hadn’t. However, turning those ‘bad decisions’ into good decisions is a mindset of ‘what doesn’t kill you makes you stronger’. It’s a mantra I live by. Have you ever doubted Sif Jakobs Jewellery potential? No, never. There have been difficult days of course, but I have never doubted the brand. When I launched the company in 2009 the common jewellery trend was very casual and non-glamourous. Sparkling stones was a no-go. Black, silver and grunge-inspired jewellery was in trend and sparkling zirconia was not very welcome in the fashion scene. However, I wanted to create something that wasn’t out there yet and I was actually quite confident that the Sif Jakobs Jewellery style and look would be well received, but what I didn’t realise was how much hard work it actually takes. However, I still love to work with the brand and I’m excited for the many new things to come in the future. SIF JAKOBS sifjakobs.com