From Iceland to Italy to Copenhagen – your journey is as international as your brand. How have your diverse cultural experiences influenced the aesthetic and ethos of Sif Jakobs Jewellery? 

I was born in Iceland, a place that gave me a deep appreciation for raw, natural beauty. I later lived in Italy – my second home – where I fell in love with timeless elegance and bold expression. I trained as a goldsmith in both Sweden and Italy, which gave me a strong foundation in craftsmanship and design. Today, I split my time between Copenhagen and travelling across Europe, always absorbing inspiration. All of these places have shaped who I am, and they live in my designs. I believe it’s the combination of Nordic cool and Italian glamour that gives the brand its signature look: elegant, effortless, and a little bit edgy. 

Your collections often bear the names of Italian cities. What draws you to Italy, and how does its culture inspire your designs? 

Italy will always have a piece of my heart. I lived there for many years, and its beauty, its spirit, and its love of craftsmanship left a deep impression on me. The cities themselves each have their own unique flair and I love reflecting that individuality through our collections. It feels like giving each piece a story and a soul. 

The ‘Rainbow’ collection marked a vibrant shift from your signature monochrome palette. What inspired this colorful departure, and how was it received by your clientele? Our Rainbow Collection is a bold expression of colour, character, and confidence – made to reflect your unique energy and let your true self shine. For years, our signature look was all about black and white stones – very sleek and minimal – but I wanted to explore a more playful side of the brand. The collection was incredibly well-received. People loved the positivity and energy the colours brought. It reminded me that jewellery is as much about emotion as it is about style. 

With celebrities like Katy Perry and Miley Cyrus adorning your pieces, how has celebrity endorsement impacted your brand’s global recognition and growth? 

It’s always an honour to see powerful women like Katy Perry, Miley Cyrus, or Dua Lipa wear our designs. I believe jewellery should make you feel strong, confident, and seen – and that’s exactly what these women represent. Celebrity recognition definitely helps broaden our audience globally, but more importantly, it shows that our designs resonate with diverse, bold personalities. That’s something I’m very proud of. 

Balancing roles as a designer, entrepreneur, and mother is no small feat. How do you navigate these responsibilities, and what drives your passion across these facets of your life? 

It’s not always easy, but I truly love what I do. I try to be present in whatever moment I’m in – whether that’s sketching new designs in the studio, meeting with partners, or spending time with my son, Sixten. He’s my biggest inspiration and my reminder of what truly matters. 

Your ‘Zodiaco’ collection taps into the trend of personalized jewelry. How do you see personalisation shaping the future of jewelry design? 

Personalization is a beautiful way to make jewellery feel truly special. With collections like Follina and Zodiaco, I aimed to create pieces that hold meaning – jewellery that resonates with the wearer, reflecting their personal journey. I believe the future of jewellery lies in designs that do more than just adorn; they tell a story and evoke emotion. 

Sif Jakobs Jewellery has garnered several accolades, including ‘Fashion Jewelry Brand of the Year.’ Which achievement stands out to you, and why? 

Every award means a great deal, but receiving Designer of the Year in the UK just a year ago was something truly special. It recognised not only our design aesthetic but also our relevance and influence within the industry. It was a milestone that validated years of hard work, creativity, and vision. Recognition like that is incredibly motivating – it inspires us to keep innovating, evolving, and pushing boundaries. 

Looking ahead, what innovations or directions can we expect from Sif Jakobs Jewellery in the coming years? 

We’re committed to evolving while staying true to the essence of who we are. I’m excited to explore new materials, digital innovations, and collections that offer even more personal expression. Our recent launch of the lab-grown diamonds collection has already been a huge success, and it’s clear there’s strong demand for sustainable luxury, so we’ll definitely be exploring more in that direction. As we expand our international presence, more women will have the chance to discover designs that make them feel confident and radiant. Whether it’s atimeless everyday piece or a bold statement for a special occasion, my goal is for every design to bring a little joy – and a lot of shine.