My Jewellery aims to expand from 50 to 125 stores

125 stores in seven countries: that is the ambition of Dutch jewellery chain My Jewellery for the coming years. The retailer has therefore recruited a new manager with international experience.

“Growing into a multinational retail chain”

Over the past ten years, My Jewellery has opened fifty stores in four countries: Belgium, France, Germany and the Netherlands. In the 2024 fiscal year, the company raised its turnover to 98.5 million euros and its net profit to 6.7 million euros. The retailer aims to keep that growth going: “We plan to grow the My Jewellery chain from 50 to 125 stores in the Netherlands, France, Belgium, Germany, Spain, Italy and Poland in the coming years”, founder Sharon Hilgers announced on LinkedIn. She refers to “a new era” for the company.

To realise this goal, My Jewellery has recruited a new Head of Retail: Brendon Lynch, who previously gained experience at fast-growing companies such as Anthropologie and Savage X Fenty. “He brings exactly the expertise needed to grow a brand into a multinational retail chain without losing our ‘personal/boutique’ flavour”, Hilgers said. Retail manager Megan Heurter will remain on board and will focus on store openings.