My Jewellery marks 15 years with further European expansion

By Naomi Chadderton | Thursday, 3 September 2026 14:51

Dutch jewellery and fashion brand My Jewellery is celebrating its 15th anniversary as it continues to expand its retail footprint across Europe.

Founded by Sharon Hilgers in 2011, the female-founded company has grown from a small creative venture into a multimillion-euro business employing more than 1,000 people. It currently operates 65 boutiques across the Netherlands, Belgium, Germany and France, alongside an international wholesale network of more than 650 retail partners.

The brand designs its jewellery in-house and has built its offer around trend-led, accessible fashion. It is now targeting further international growth, with four new boutiques set to open in France this year, including locations in Lille and Marseille.

Thom Timmer, Head of Business Development at My Jewellery, said: “Over the past 15 years, My Jewellery has grown by staying closely connected to its community and the expectations of a new generation of consumers. As we celebrate this anniversary, we are committed to bringing that same fashion-first approach and NextGen relevance to travel retail, creating new energy on the shop floor and incremental growth alongside established brands.”

To mark its anniversary, My Jewellery is also strengthening its community-focused offer through its Icon Creator tool, which allows customers to design their own jewellery pieces using popular designs from the brand’s collection.

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