SIF JAKOBS: The Innate Talent for Creation

Sif Jakobs is the talent behind the successful company. Her own unique label of affordable luxury jewellery was inspired by her travels, way of life, and innate talent for creation.

Sif, a seasoned traveller with a background as a goldsmith who was born in Iceland, has called Copenhagen home since the year 2000. Italy has been like a second home to her for many years. The names of her collections, which are typically named after Italian locations, attest to her devotion to the sophistication of Italian culture.

Sif draws inspiration for her jewellery from high fashion design and contemporary trends, as well as the breathtaking natural beauty of Iceland, her native country, with its distinctive light and ever-changing landscapes. The value of diligent effort was quickly ingrained in Sif's mind.

This is a consistent theme in her current work. Sif is dedicated to keeping her silver jewellery creations at the forefront of the industry. She does it with undying zeal, boundless enthusiasm, and a burning desire to expand the business and its name recognition in markets old and new.

The Copenhagen-based jewellery label Sif Jakobs Jewellery has been dazzling customers with its bold, simple designs and dazzling gemstones since 2009.

Having spent some time with her, it is clear that she is very creative. “From an early age, my creativity and zeal for crafting have been unwavering. In my youth, painting was a cherished leisure activity, highlighted by the memory of adorning my childhood bedroom's blank white walls with lively black polka dots.” She continued, “This artistic endeavour unknowingly planted the seeds that later blossomed into Sif Jakobs Jewellery's distinctive black and white universe. As my journey evolved, so did my affinity for playing with a spectrum of colours, a characteristic that resonates profoundly within my present-day designs. My time immersed in the Italian jewellery industry served to intensify my passion even further. It was then that I recognised my desire to establish my own venture, a platform through which I could bring my unique concepts to life.”

Ultimately, it is your childhood and how you grew that shape who you are as a person as you get older. “I grew up in a lovely Icelandic family in a beautiful town called Akureyri in Iceland. I have three siblings, all with strong personalities, and there is a strong bond between us. Our hometown is surrounded by mountains and nature, and my family and I enjoy skiing and spending time in nature together. I was always the adventurous one, longing to explore the world, and so I did as soon as I graduated.” Sif added.

With more than 20 years of experience in the jewellery industry, it's clear that Sif is doing something right. I'm sure that when she stops for a moment and thinks about all the milestones she's reached, she's proud of one in particular. “I have to say that I am most proud of my son, Sixten, and the person he is becoming. I am also proud of what I have accomplished with Sif Jakobs Jewellery and its continuous growth. My career has been marked by numerous milestones; one of the most recent achievements was opening 130 retailer stores in France within a year.”

She continued, “Now, Sif Jakobs Jewellery is available in 39 countries in 14 years. I actually never celebrate these milestones; I just move on to the next, but when I’m asked, it feels almost unreal to mention the things we have achieved. I guess it is quite an accomplishment, and I assume it’s alright to admit that I’m kind of proud.”

When you look at the different rings, necklaces, and watches that Sif designs, it's clear that she gets her ideas from somewhere. “My parents have always been hardworking individuals, and I have always admired their dedication and hard work, which I have always looked up to and it has left a lasting impression on me. Additionally, there are many strong women I look up to and admire for their creativity, style, and work ethic. Among these inspirational women stands Victoria Beckham. Her skill in redefining her identity post-Spice Girls, transforming into a style icon, and successfully founding her own brand is truly commendable.”

“Additionally, the path she charts for her brand's growth and the consistent evolution she drives demonstrate her instinct for business—I love that.”

And with a presence in 39 countries, it can be a challenge for any CEO to try and keep staff informed and motivated, so what is Sif's leadership philosophy? “As a Founder and Creative Director, my leadership philosophy revolves around vision and purpose, empowering and trusting my team, leading by example, nurturing creativity, and maintaining a customer-centric approach. I prioritise diversity and inclusion while embracing adaptability and resilience. Collaboration and teamwork are at the core of our success. Several elements of Sif Jakobs Jewellery are really important to me because I'm still the face of the brand. I have the final say in major decisions, and I'm very hands-on when it comes to design choices and expressing the brand's identity.”

Despite the fact that COVID-19 is no longer in effect, it continues to have an impact on businesses everywhere, even if we have gone past it. Many people had a difficult two years, so how did Sif manage to survive? “The pandemic brought about significant changes for our company, yet we feel fortunate in several respects. Despite encountering multiple obstacles, we saw growth in our online business because many B2B customers closed during this period. It was certainly a stressful time, just like it was for most people, but our exceptional team's unwavering dedication allowed us to overcome challenges and emerge stronger. While I acknowledge the pandemic's global impact, I believe Sif Jakobs Jewellery actually gained more strength from it.” She continued, “Our online business is still on the rise, and we're consistently enhancing our website with fresh features to improve the shopping experience for our online community.”

“At the moment, our main objective is to boost brand recognition, particularly across Europe. Moreover, we're dedicating substantial energy to ensuring outstanding service for our B2B retailers. These retail partners hold a special place as our valued ambassadors. Our reliable and capable retailers are mutual pillars of support, and we rely on them just as much as they rely on us.”

As I mentioned before, the fashion and jewellery space is highly competitive. With challenges around every corner, I had to ask, What challenges do CEOs face in the industry? “I believe one of the challenges is constantly competing with time, especially during certain periods when demands are high. This can make it difficult to maintain a work-life balance, so it is important to structure time, commit, and practise patience during these busy periods. Moreover, in competitive industries, staying ahead requires continuously finding innovative ways to compete with other brands. It's important and challenging to bring fresh ideas and management skills into the company to adapt to changing market trends and consumer preferences.”

And what challenges does Sif currently face? “One of the biggest challenges we face is racing against time while trying to figure out what our customers want. Since we operate in so many markets and countries, people's styles and tastes can be so different. So, it's like a challenge to make sure every new collection has something for everyone. Yet, it keeps me on my toes, keeping up with our diverse customers and coming up with designs that they'll love in every new collection! It's like a never-ending adventure and something that keeps me inspired.”

But it is not all go-go-go. “When I'm travelling, I try to have some relaxing time, especially alone during flights. I'm not sure if it's the white noise, but I find flying very relaxing. I also relax when having a cosy dinner with my family; sometimes it doesn’t have to be more complicated than that.”

Sif continued, “I love taking walks in my beautiful neighbourhood to clear my head and spending time by the sea, which I'm fortunate to live close to. Skiing in the French Alps is also a huge passion of mine, and I try to prioritise this as much as possible. It clears my mind and soul every time I’m in the mountains.”

And even when you do try to switch off, as a business owner, there are always ideas and thoughts that can keep you up at night. So what keeps Sif up at night? “It can be a mix of things. Sometimes it's the rush of ideas flowing through my mind, and I can't help but think about all the possibilities. Other times, it's when we stumble upon a problem that needs a solution, and I can't rest until we figure it out. It can be my son and the fact that I always feel like I’m not spending enough time with him. And, last but not least, I'll admit, I often lay awake dreaming about all the exciting places I want to visit with my husband and my son.” Sif added.

As a business owner, you are never short of people giving you advice. I had to ask Sif what the best advice she got? “ “Don’t read too much into things.” It's a reminder that everyone has their opinions, and they are entitled to them. I try to keep this in mind and stay true to myself. “Trust your intuition”. Have faith in your instincts. When you heed your intuition, you usually have a sense of the right course of action. It's something I have to remind myself of from time to time, especially when I'm at a crossroads. I've relied on my intuition on multiple occasions, and more often than not, it has led me in the right direction.”

Sif added, “When I decided to start a jewellery brand, I tested my designs in Iceland. They were well received, so I saw the possibility to expand the business and open in Denmark. When things started happening in Denmark and the ball started rolling, I felt true success. Since then, I've experienced many more successes in my journey, each one adding to the feeling of achievement.”

And finally, after such an amazing and inspiring journey, I asked Sif what the people close to her would say about what she has built. Sif answered, “I believe they are happy for me. I followed my passion and fought for what I wanted. I don’t think anyone ever really understood what I wanted to build and create, however I had it all in my head and just started working hard day by day.”

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