safira

Safira is a Swedish jewelry brand established in 2012, specializing in unique and contemporary designs crafted from genuine 925 sterling silver, brass, and 18 or 24 karat gold. With a commitment to sustainability, over 85% of their collection is made from recycled metals. All pieces are designed in-house at their Stockholm headquarters and shipped worldwide.

In March 2025, Safira was acquired by Glitter International, a retailer of jewelry and accessories catering to the fashion industry.

Safira's strategic focus lies in offering high-quality, sustainable jewelry that encourages customers to express their individual style. By designing all pieces in-house and utilizing recycled materials, the company emphasizes both creativity and environmental responsibility. Their primary market includes fashion-conscious consumers worldwide who value unique, sustainable jewelry.

Safira's commitment to sustainability is evident in their use of recycled metals, with over 85% of their collection made from recycled materials. This approach not only reduces environmental impact but also appeals to eco-conscious consumers seeking sustainable fashion choices.

The leadership team at Safira is dedicated to maintaining the brand's commitment to quality and sustainability. While specific executive profiles are not publicly disclosed, the team's collective expertise in jewelry design and sustainable practices drives the company's success.

In March 2025, Safira underwent a significant leadership change with its acquisition by Glitter International. This transition is expected to bring new strategic directions and opportunities for growth under the new ownership.

The jewelry industry is experiencing a growing demand for sustainable and unique designs. Safira's focus on recycled materials and in-house design positions them well within this market. The global jewelry market is projected to continue growing, driven by consumer interest in personalized and eco-friendly products.

Key competitors in the sustainable jewelry market include brands like Mejuri, Catbird, and Vrai. These companies also emphasize ethical sourcing and unique designs, catering to a similar demographic of eco-conscious consumers.

Safira's acquisition by Glitter International represents a strategic collaboration aimed at expanding market reach and enhancing product offerings. This partnership is expected to strengthen Safira's position in the global jewelry market.

Safira's commitment to in-house design and the use of recycled materials differentiates them from competitors. This approach allows for greater control over product quality and design uniqueness, appealing to consumers seeking sustainable and distinctive jewelry pieces.

Under the new ownership of Glitter International, Safira is poised to explore new markets and expand its product lines. The company's strong foundation in sustainable practices and unique design positions it well to capitalize on the growing demand for eco-friendly and personalized jewelry.

For more information, visit Safira's official website at safira.com.