There is nothing that makes us happier than seeing all the fantastic women wearing our jewellery. It is you who enable and inspire us to continue to create trend-conscious and high-quality jewellery.

We believe in today’s women and in all ways possible we are aiming to:

Celebrate and Inspire, with the ultimate goal to empower women.

The SAFIRA shine vision is built upon three powerful and meaningful values. These values are a part of everything we do, from the design and creation of our jewellery to the final launch. It reminds us of the greater why and motives us to keep on empowering women


We want every woman to be herself and to feel inspired and confident, no matter who she is, where she is or how she looks. But even with this vision, we’re not forgetting about the existing pressure on how, especially women, should look like to be considered beautiful. The fashion industry can be harsh and unfortunately, it contributes to the many beauty ideals of today, some more unhealthy than others. We are well aware that we sometimes, unintentionally, contribute to some of those ideals. But we are committed to be better - we will be better.


We strongly believe that jewellery is a way for self-expression, no matter the occasion. What you wear on the outside is merely a way to enhance your beauty and confidence. It might sound like a cliché but it could not be more true - beauty comes from within and you will shine the most when you are confident with who you are. That means - stop trying to be perfect and instead embrace and enjoy yourself ♥


Okay let’s face it, sometimes it is not easy to feel confident and strong even if you want to. But the good news is – you are not alone. There is a whole community waiting to shine together with you. We believe in supporting and celebrating each other and by doing so you are not only making someone else happy, you’ll give yourself a friendly boost.

Do you want to help us spread some shine? Start with a small gesture in your surrounding. Why not tell your sister, daughter or mother how much you appreciate them, write a friendly comment on your BFF’s latest post, surprise your stressed colleague with a nice cup of coffee or maybe write a thank you note to your female role model and tell her how much she inspires you. Together, we can make hearts happy.


Our Empower Women collection is a celebration of all fantastic women and their unbreakable strength. The jewellery is designed with women empowerment in mind, expressed through shapes of the iconic female symbol and the female body - representing the pride in being a woman.But most importantly, the collection is a way for us to give back to an organization that supports women in need. The best part about this collection is that you can wear it for a good cause – 10% of the sales from the collection will be donated to Plan International and their incredibly important and meaningful work for gender equality and girls rights.

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Plan International is one of the largest children’s rights organizations in the world, with activity in more than 75 countries. They are fighting for an equitable world that reinforces children’s rights long term, but also 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.Wear it loud and proud!