Introduction: “As a Gen Z-focused love brand, we believe that the new luxury is about creating accessible, sparkling products that inspire and engage our audience.” So says My Jewellery Business Development Manager Thom Timmer, who shares the ethos that drives the fast-growing Dutch jewellery house.
In this interview, he looks back on My Jewellery’s journey, from its beginnings as a passion project by Founder Sharon Hilgers to becoming one of Europe’s fastest-growing jewellery brands.
With a strong focus on blending fashion with jewellery, My Jewellery has evolved significantly over the past 13 years, expanding internationally with boutique openings in key cities such as Berlin, Paris, Brussels and Düsseldorf.
A key theme in the conversation is sustainability, a growing priority for the brand. As a Gen Z-driven company, My Jewellery has implemented a five-year sustainable strategy, balancing fashion-forward designs with a conscious approach to production, including CO2-neutral warehouses and partnerships that promote ethical practices.
Timmer also highlights the brand’s expansion into travel retail, showcasing its mission to bring affordable luxury products to an international audience. In line with this, My Jewellery is leveraging digital advancements such as virtual reality and artificial intelligence to enhance customer engagement, further illustrating how technology is reshaping the luxury retail landscape.
Can you share the inspiration behind My Jewellery and how it has evolved since its inception?
My Jewellery was born from a passion for jewellery. Sharon Hilgers, our founder, has been creating pieces since childhood. In 2011, her ambition drove her to launch My Jewellery as a ‘jewellery-first fashion brand’. Over the last 13 years we’ve evolved into one of the fastest-growing jewellery companies in Europe.
Our international expansion is still in its early stages, with recent boutique openings in cities such as Berlin, Paris, Brussels and Düsseldorf showcasing the next level of the brand’s shopping experience.
What were the key challenges you faced when transitioning from an online brand to opening physical boutiques?
Every stage of growth presents new challenges. Opening our first store was a major milestone, giving us the opportunity to physically present our brand to our fans for the first time. However, balancing resources between our online business, physical retail and wholesale partnerships remains an ongoing challenge. We believe maintaining this balance is essential for managing sustainable growth.
Why is now the right time for My Jewellery to expand into travel retail, and what are your long-term business goals in the channel?
Over the past three years, we’ve refined our international brand strategy and operational processes. We’ve also invested heavily in building a 10,000m² fully automated warehouse and increasing global brand awareness, particularly among Gen Z. For travel retail, we’ve developed channel-exclusive products and certified shop-in-shop solutions, which we’re showcasing for the first time at the TFWA World Exhibition in Cannes.
We want to grow alongside our fans, aligning our long-term goals with theirs. Our brand focuses on celebrating new experiences and special moments, even small ones. Travel retail fits perfectly with this ethos, making it a natural next step for us to provide a more complete service to our customers.
How does My Jewellery’s focus on sustainability influence your design and production process?
Sustainability is key for us. As a BSCI-certified company and a brand with a Gen Z focus, we recognise our responsibility to operate ethically. We have implemented a five-year sustainable strategy aimed at reducing our footprint while making tangible progress, such as running a printer-less office, maintaining a CO2-neutral warehouse and partnering with companies that recycle jewellery and support people distanced from the labour market.
How do you see the prospects for the luxury goods business and your brand in a changing travel retail landscape?
As a Gen Z-focused ‘love brand’, we’ve gained strong traction in travel retail. Our fans love being inspired by luxury environments and are drawn to sparkling yet affordable products. We believe this defines the ‘new luxury’ for this generation.
The luxury environment already exists in travel retail, so we’re committed to continuing our journey within this channel and inspiring our customers while they travel.
How is the new world of digital, from AI to virtual reality, changing the luxury retail landscape – and what implications does this have for travel retail?
The opportunities are limitless. At My Jewellery, we’ve begun using digital animations to engage customers online and via digital screens. At the TFWA fair in Cannes, we’ll showcase our boutiques through virtual reality. We’re also working on AI-driven business productivity improvements, such as content creation support. These innovations will help future-proof our business and brand, and we see significant potential for these technologies in travel retail.
As Millennial and Gen Z consumers become more dominant in the luxury market, how do you balance latest trends with maintaining My Jewellery’s unique brand identity?
Engaging with customers is crucial. Gen Z consumers are highly connected and vocal about what they like or dislike. Translating this feedback into new collections keeps them loyal and interested. We focus on surprising and delighting our customers at every touchpoint, with platforms like Instagram playing a significant role in supporting this interaction.
With over 800 employees, we place great emphasis on maintaining our identity, guided by Sharon [Hilgers], our founder. She ensures that every aspect of our brand, from visuals to social media content, stays true to our vision, while we remain flexible and responsive to market trends.
How would you like to see the role of luxury evolve within travel retail?
As a Gen Z brand, we’d love to see a luxury environment that creatively blends different brands and price points, offering a diverse and inclusive experience for younger consumers. We believe more flexible pop-up locations and a mix of high-end luxury and mid-market brands would create a buzz, benefitting both traditional luxury brands and emerging ‘love brands’ like ours. ✈
