“Confidence and self-expression equal beauty, that’s a female superpower. We are all moulded in different shapes and the uniqueness in our personalities is what makes us unstoppable.”

We are a Swedish jewellery brand, with a heart for designing unique and fashion-forward jewellery of high quality that encourages you to be confident with your style. All pieces are designed in-house at our Stockholm office and shipped to you from our HQ in Köping, Sweden..

HOW IT ALL BEGAN

The story goes all the way back to 1986 when a Swedish engineer working with the development of stamping tools started a business for the jewellery industry. Gradually the company worked its way closer to the end customer and in 2012 Safira was born. After 5 years, Safira became the largest online jewellery store in the Nordics. Together, our team has over 100 years of combined experience including manufacturing and selling jewellery. Today we are proud to say that we’re are selling jewellery to women all around the world

THE JEWELLERY

There are tons of accessories made from steel alloys and plastic products. If you don't want to consume steel or plastic there are also many luxurious brands selling very exclusive jewellery made from gold and silver - with a very expensive price tag. Here, we want to disrupt. Need-now jewellery made from precious metals should be affordable without compromising on the level of fashion.

WE ARE ON A MISSION TO;

Become the leading brand in need-now jewellery

Our vision is to become a leading brand in need-now jewellery. To achieve this vision it’s all about you. Our customers and followers are the foundation of everything we do, and in our daily efforts to make you satisfied, we believe that we must be fast, global and trend-conscious.

Encourage self-expression with creative and bold jewellery designs

Confidence and self-expression equal beauty, that’s a female superpower. We believe that what you choose to wear is merely a powerful extension of your inside – a way to express your daily mood, confidence, and sense of style. These beliefs are the foundation of our Power Vision, which encourages and celebrates self-love and expression.

Strengthen our community of unstoppable women

Our customers are everything and without you, we wouldn't be able to continue growing the way we do. We love to communicate with you on our social media channels and want to be a place and a community for inspiration where you feel comfortable sharing your style to inspire others.

In 2020 we initiated our charity program "look good, make good". This is an ongoing campaign where 10% of the revenue from jewellery included in the initiative is donated to a selected charity organization that we strongly believe in. Together with your help, we can raise money for the organization and support their fantastic work.

Our previous donations

Plan International

March-September 2020, January-June 2021

Plan International is one of the world’s largest children's rights organizations, with activity in more than 75 countries. They are fighting for an equitable world that reinforces children's rights long term and before, during, and after a crisis. Since girls are one of the most discriminated groups in the world, Plan International has a special focus on equality and girl's rights. All of the work that the organization carries out is based on the United Nations Conventions of the Rights of the Child - because every child has a right to go to school, get their voice heard and live in a safe environment.

Read more about Plan International here

The Swedish Breast Cancer Association

October-December 2020

October is Breast Cancer Awareness Month, a worldwide annual campaign to highlight the importance of breast awareness, education and research. As we're a brand with mostly female customers, this is something we feel very strongly about and want to support in the ways we can. From October to December Safira donated 10% of the sales from all jewellery included in the "look good, make good" initiative to the Swedish Breast Cancer Association.

Read more about The Swedish Breast Cancer Association here

RFSL

July 2021- on going

RFSL (the Swedish Federation for Lesbian, Gay, Bisexual, Transgender, Queer and Intersex rights) raises money for the rights of LGBTQI people in Sweden and the world. They work actively towards the goal that LGBTQI people should have the same rights, possibilities and obligations as everybody else in society.

RFSL runs many different activities and projects all around the world. For example, they co-finance long-term capacity-building projects for the LGBTQI movement in various parts of the world, such as Africa and Asia. They are also supporting an emergency fund for situations where the security situation means that LGBTQI activists need to be evacuated in a short time, receive support for legal costs and so on. In Sweden, the federation works, among other things, to finance social and legal support for LGBTQI migrants through their network Newcomers, a support group for people newly arrived in Sweden.

Read more about RFSL and their incredible work for equal rights and fair treatment of the LGBTQI community.