Fast-expanding Dutch jewellery house My Jewellery has enjoyed remarkable growth since launching 15 years ago, building an international presence through boutique openings across Europe.
With a product range centred on newness and accessible pricing, the brand has built a strong connection with the increasingly important Gen Z consumer.
Travel retail has also become an important part of its growth strategy, with My Jewellery targeting selected European markets and partnerships across airports, airlines, cruise lines and other travel retail environments.
My Jewellery Head of Business Development Thom Timmer speaks to The Moodie Davitt Report Associate Editor Camille Bersola about the brand’s values, travel retail ambitions and growing appeal among younger consumers.
Fifteen years of growth have taken My Jewellery well beyond its beginnings, building a growing consumer following while staying true to the core proposition that has shaped the brand’s journey: creating accessible products and experiences that make people feel confident, connected and inspired.
The numbers tell part of the story. Founded in the Netherlands in 2011, My Jewellery now has more than 1,200 employees, over 65 stores – with further expansion underway – and a growing international footprint, while its social community has surpassed 1 million followers.
But the more defining element of My Jewellery’s growth has been how closely it has stayed connected to its community as the business has scaled.
My Jewellery Head of Business Development Thom Timmer says, “We combine weekly newness with strong core collections, accessible pricing and a distinctive brand world across social media, ecommerce, boutiques and carefully selected partner locations.
“Our community of more than 1 million followers gives us a direct connection with consumers and helps us understand what inspires them.”
Winning over younger jewellery shoppers
Younger consumers are becoming an increasingly important market for My Jewellery, with the brand resonating strongly among Gen Z shoppers.
For this younger audience, jewellery is an accessible form of self-expression, with an appetite for mixing styles, embracing newness and moving seamlessly between physical and digital brand experiences.
Timmer says, “Jewellery is increasingly part of everyday self-expression rather than something reserved for traditional occasions.
“Our engagement across social media, ecommerce and physical retail demonstrates that younger consumers return for new drops, collect different styles and move naturally between channels.”
This understanding of its consumers has shaped My Jewellery’s strategy around frequent innovation, strong gifting propositions, accessible price points and visually engaging retail concepts.
The approach also supports strong turnover per square metre, helping the brand make the most of limited retail space.
Timmer says, “By continuously bringing newness – the heartbeat of our brand – into the shop, we create energy, encourage repeat visits and make productive use of the limited space available within travel retail.”
The way younger consumers approach jewellery also strengthens My Jewellery’s travel retail proposition, particularly around gifting and impulse. “Travellers are looking for something personal, affordable and easy to understand – either as a memory for themselves or as a meaningful gift for someone else,” Timmer notes.
Making a statement in travel retail
Beyond just being a sales platform, travel retail also brings a valuable element of discovery, allowing My Jewellery to introduce its proposition to an international audience at a moment when consumers are open to exploring new brands and products.
Timmer says, “We believe the customer journey starts well before the traveller arrives at the airport – during inspiration, trip planning and digital discovery – and continues after the journey.
“We follow a selective distribution strategy and are therefore very deliberate about where and how My Jewellery is presented. The right positioning, retail environment and execution are even more important to us than the number of locations.
“By connecting social media, online orientation, the airport experience and post-travel engagement, travel retail can become both a high-performing sales channel and a powerful platform for attracting the next generation of jewellery consumers.”
My Jewellery’s arrival at Amsterdam Airport Schiphol in 2025 marked a notable moment in the brand’s travel retail expansion.
Through its presence at Amsterdam Airport Schiphol, My Jewellery has focused on creating an experience that is instantly recognisable, visually engaging and easy to navigate, even for time-pressed travellers.
Timmer says: “We care deeply about the retail experience and the quality of the presentation. Clear product stories, accessible pricing and giftable products reduce complexity.
“We also believe that a strong travel-exclusive (TREX) collection can create additional excitement and trigger consumers in the moment by offering something distinctive that is genuinely connected to their journey.”
My Jewellery’s 15th anniversary also provides an opportunity to mark the occasion with travellers and partners across its growing travel retail network.
Taking the journey further
As consumer behaviour continues to evolve, My Jewellery is also looking to new markets and channels to drive its next phase of growth, particularly selected European markets and partnerships where the brand can be presented properly, across airports, airlines, cruise lines and other travel retail environments.
“Our selective distribution strategy means we prefer purposeful expansion over simply adding points-of-sale. Each location should offer the right environment, positioning and space to deliver a strong and consistent brand experience.
“It should strengthen the customer journey, contribute positively to the brand and demonstrate the commercial potential of jewellery through an attractive turnover per square metre.”
Looking ahead, My Jewellery sees its greatest opportunity in making jewellery more relevant, accessible and connected throughout the journey.
Timmer concludes: “The next generation expects newness, authenticity, convenience and a seamless link between digital discovery and physical retail. Travel-exclusive products can add another layer of relevance by turning a purchase into a lasting memory of the journey.
“No single brand will shape that future alone. By sharing insights, increasing the visibility of the category and developing stronger gifting, exclusive and omnichannel propositions together, brands, retailers and operators can attract new consumers and create sustainable growth for the wider jewellery and watches category.” ✈
