Jewellery designer Sif Jakobs rarely sits still, in fact it only happens when driving to and from her home in North Zealand, to the headquarters in the heart of Copenhagen. Her brand Sif Jakobs Jewellery has grown at a rapid pace since its launch 10 years ago. It has expanded to more than 20 markets and there are no signs that it is slowing down, on the contrary.
”We are definitely busy”, says Sif Jakobs, the founder and designer of Sif Jakobs Jewellery when we met her at her showroom in the heart of Copenhagen, with a view of Kongens Nytorv. When we step in to her beautiful black and white universe we are met with the smell of freshly brewed coffee and a stylish woman with a friendly smile, the headquarter is stylish and not a flower in the wrong place. She herself is dressed in black and white, classic and elegant with red painted nails that adds to her exuberance and the edge that she describes her jewellery brand with: “Classic elegance with a little edge.” “I love to design jewellery that makes women shine, "Let Yourself Shine" is one of my mantras, and that's just what my jewellery can do. They are exclusive, with a raw elegance, they emphasize the woman's beauty and my jewellery always glitters, she smiles.”
Sif grew up in a family of four children in Iceland and learned early in life that hard work pays off. This is evident in her work to this day. Now in her tenth year of trading, Sif works tirelessly to keep her designs at the forefront of the silver jewellery market. She does it with a passion, unrelenting energy and ambition to grow the company and the brand in both established and new markets around the world.
Today she runs her jewellery company together with her husband Søren Dahl, who is the CEO, while she takes care of the create part. But she is also the “octopus” in the company, because it is her that steers the direction the company takes, therefore she is often sought after to give her opinions on things, from customer service to marketing, design, sales and naturally customers from all over the world, everyone wants a bite of the successful jewellery designer.
”It’s still fun and I wouldn’t want to do anything else, but there are a lot of things that need coordinated, especially with our three year old son, who also requires some attention. But I couldn’t be without him. Although I love jewellery and my company and daily laim that jewellery is the best present one can give, I have to admit that my son is after all the greatest gift I have gotten in my life,”she adds with a smile.
Sif Jakobs Jewellery became known as the Copenhagen-based jewellery brand with a sparkling black and white universe. A jewellery brand with a strong minimalistic look, where no other colours but black and white were welcome.
But this year, a new side of Sif Jakobs has emerged, and with great success. In 2018, she launched a brand new collection that she named "Rainbow" because it reflects the beautiful colours of a rainbow. It consists of simplistic designs with multi-coloured zirconia in several versions, thus leading the mind to magic rainbows.
"It came as a surprise to our customers when we presented our new collection in 2018, that was full of colours. I was a little nervous because it was a new look from us, but at the same time I thought the market was ready for something new from us, which was obviously in line with our DNA and I quickly felt the colours were well received."
The rainbow colours have been one of the most successful collections of the brand to date, and the designer says that she herself has been completely in love with the colours. A year ago, Sif Jakobs was wearing exclusively white and black jewellery, but today she does not go out the door without adding a little magical rainbow dust to her outfit in the form of a pair of earrings, a ring or a bracelet with multi-coloured stones.
Sif Jakobs Jewellery winning the award ‘Fashion Jewelry Brand of the Year 2017’ at Inhorgenta Germany.
Sif Jakobs Jewellery awarded ‘HOT 100 Brand Champions’ at IJL in London 2016 - UK’s leading trade event for the international jewellery industry. The 100 Brand Champion Awards’ lists the leaders responsible for the jewellery brands that have made an exceptional impact in the UK the past year.
Responding to the growing consumer demand for personalised jewellery, Sif Jakobs Jewellery ramped up its offer in this sector of the market with the launch of Zodiaco, a collection inspired by astrological signs and stories written in the skies.
The range comprises delicate pendants in silver and gold-plate, featuring the 12 iconic constellations marked out by cubic zirconia stones in varying sizes.
Sif Jakobs, designer and founder of the eponymous brand, shares “Bringing customised and personalised designs into the jewellery portfolio is a natural extension to our collections. I have always aimed to design jewellery that expresses who you are, and the new personalised zodiac signs collection does just that. I believe that these signs appeal to almost every individual.”