“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
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.