My Jewellery rolls out second concept, opens six creative hubs

Dutch jewellery chain My Jewellery, which has stores in four countries, is looking to roll out a second store concept. Six ‘creative hubs’, where customers can have their pieces repaired and customised, should open before the end of the year.

Second concept

The first ‘My Jewellery Atelier’ was launched in Den Bosch in 2023, and it has proved to be successful enough for further expansion. The next atelier will open on 22 February in Breda, local website Indebuurt Breda reports. Five more openings – in the Netherlands as well as in Belgium – will follow later this year.

Backed by steady growth and record sales of 81 million euros in 2023, founder Sharon Hilgers sought external capital for the first time last November. The rapid expansion is putting a strain on profitability, but Hilgers remains committed to her strategy of rapid and international expansion. My Jewellery now has 38 shops across four countries: Belgium, France, Germany and the Netherlands.