My Jewellery partners with Freshstream to support international growth

Freshstream Investment Partners has announced a strategic partnership with Dutch jewellery and lifestyle brand My Jewellery to accelerate its international expansion.

The investment will see Freshstream work alongside founder and chief executive Sharon Hilgers and chief financial and technology officer Vilmar Bliekendaal, who will continue to lead the business.

My Jewellery, founded in 2011, has grown into the largest affordable jewellery brand in the Benelux region. It now operates more than 40 stores across the Netherlands, Belgium, Germany and France and employs over 800 people.

As part of the partnership, Glen Senk will join the board as chair. Senk was previously chief executive of global lifestyle group Urban Outfitters and has held board roles at jewellery companies David Yurman and Kendra Scott. Jenny de Vries, chief financial officer of home and body products brand Rituals, will also join as a non-executive director.

Freshstream said it would support My Jewellery’s plans to scale its presence in Germany and France and explore further opportunities in new European markets, while consolidating its position in Benelux.

The deal marks the ninth investment from Freshstream’s first independent fund, which closed in 2023 with €762m (£649m) raised.

Sharon Hilgers, CEO of My Jewellery, said: “I’m incredibly proud of what we’ve built from the ground up – transforming our passion for jewellery into a brand that truly connects with its customers and builds a highly engaged community who embrace the celebration of life.

“This investment represents more than financial backing; it’s a validation of our vision and recognition of the entire My Jewellery team who made this journey possible. I’m excited to partner with Freshstream as we accelerate our expansion into new markets and enter this exciting next chapter of growth.”

Paul Tutein Nolthenius, director at Freshstream, added: “My Jewellery is a standout brand with exceptional potential, led by Sharon and Vilmar’s entrepreneurial vision and drive. We are hugely impressed by their energy and the remarkable growth they’ve already achieved. Their exciting expansion plans align perfectly with our investment strategy, and we’re thrilled to partner with them to accelerate this next phase of growth.”