The history of My Jewellery

From the beginning up to the present day. From the first bead that was strung to the most recent boutique opening. My Jewellery takes you through the highlights of recent years.

Founding of My Jewellery

My Jewellery was born from a place of passion. Founder, Sharon Hilgers, started making jewellery at a young age and decided to sell her designs on Facebook. It was such a success that Hilgers decided to leave her job as a French teacher and focus on her passion; My Jewellery. That passion led her to start selling her jewellery online in 2011. Shortly after, My Jewellery became a fast-growing e-commerce company run by a group of creative people who dare to look at the fashion & e-commerce world differently. The sky is the limit!

Opening of the first boutique in Den Bosch

It was winter 2015 when the moment arrived: the official opening of the very first My Jewellery boutique in the city of Den Bosch. The store began attracting customers from all over the country and soon became a place to connect with customers. It supported online sales by becoming a point of personal interaction, where people could either return items ordered online or could seek advice and a personal service. The store effectively became an extension of the online store; they reinforced each other. After the first store opened, the network grew rapidly. Today, there are 17 My Jewellery boutiques throughout the Netherlands.

200th employee in service

Since the beginning in 2011, My Jewellery has been growing at an exponential rate. In 2016, there were a mere eight employees working at the office. Three years later, in February 2019, the 200th employee was hired. Today, My Jewellery employs approximately 400 people throughout the Netherlands in boutiques, warehouses and offices.

Influencer trip Marrakesh

In late April 2019, we flew with 6 leading influencers to Marrakesh for our “Mother & Daughter trip”. This successful marketing campaign for the Mother & Daughter bracelet was launched close to Mother’s Day. Influencers and their mothers were invited to travel to Marrakesh along with Sharon and her mother. A videographer accompanied them on their trip to document it. All the wonderful experiences were subsequently shared on our own social media channels. It goes without saying that this trip was a huge success.

Warehouse relocation

Since it was founded, My Jewellery has been through numerous relocations, but relocating the warehouse was a new challenge. The enormity of the relocation required more help than ever before. In just one weekend, the entire staff of My Jewellery helped bring the project to fruition. Although there may have been a few challenges along the way, nothing proved impossible thanks to the heart-warming teamwork. With an in-it-together mentality, our team made the move from the old warehouse (750 m2) to the new warehouse (2000 m2) happen in an extremely short timeframe.

400k followers on Instagram

In December 2019, we achieved 2nd place in the Top 100 of the most important Dutch brands on Instagram. At that time, we had 343,000 followers on Instagram. By June 2020, this had grown to a whopping 400,000 followers. What an achievement! Our main focus on Instagram is to inspire our followers on a daily basis with surprising content, the latest trends, and by working together with leading influencers, bloggers and celebrities.

Opening of 13th boutique

It was with great pride that we opened our 13th boutique in Enschede on 7 December 2019. “With a boutique in Enschede, we have almost come full circle, with representation in all regions of the Netherlands” said Sharon Hilgers at the time. My Jewellery boutiques can be found in Den Bosch, Utrecht, Breda, Arnhem, Maastricht, Eindhoven, Haarlem, Amsterdam, Nijmegen, Rotterdam, Groningen, Tilburg and Enschede. All the boutiques have a wide range of on-trend jewellery, accessories and clothing that are replenished with new items on a weekly basis. We would love to see you at one our boutiques near you!


The collection

A behind-the-scenes look at the creation of a new collection. This creative process is one of the most important focal points...


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