Award-winning Danish jewellery brand Sif Jakobs Jewellery has announced that it will launch in John Lewis & Partners stores in England and Scotland.

Sif Jakobs Jewellery will initially be available in 11 John Lewis stores (Aberdeen, Birmingham, Cardiff, Cheadle Hulme, Cribbs Causeway, Edinburgh, Leeds, Nottingham, Norwich, Oxford and Peterborough) from mid-July  and will feature on the national retailer’s website for the first time. The

The Sif Jakobs brand has been expanding rapidly in recent years, achieving 93% like for like sales growth in the first five months of 2019.

This latest announcement signifies another major step forward for Sif Jakobs Jewellery following its listing in ten Ernest Jones stores in June. The move further establishes the brand’s leadership of the fashion-forward / design-led silver and zirconia category.

Mark Riddle, Director UK & Ireland at Sif Jakobs Jewellery, commented: “To gain exposure in city centres and major shopping malls in the UK, it is essential for the brand to have a presence in progressive and brand compatible retail multiple accounts. The launch of the new rainbow colours of zirconia and now a comprehensive range of items retailing below £100 has proven to be a winning formula.

I am delighted that the key listings we identified in two key target national multiples have both been secured for the second half of 2019. This can only be good news for existing independent stockists as it further raises awareness of the brand and the unique offer of fashion- forward silver jewellery that Sif Jakobs Jewellery brings to the UK market.