My Jewellery Partners with Freshstream to Drive International Expansion

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Freshstream today announces that it has agreed to enter into a strategic partnership agreement in the leading Dutch jewellery and lifestyle brand, My Jewellery, and will partner with CEO and founder Sharon Hilgers and CFO/CTO Vilmar Bliekendaal to accelerate the international growth of the business.

My Jewellery was founded by Sharon in the summer of 2011, driven by her passion for jewellery and design. Since its inception the has swiftly ascended to prominence, offering a diverse array of on-trend products becoming the largest affordable jewellery brand in the Benelux. Today the company’s omnichannel offering attracts a loyal customer base and the business employs over 800 people with over 40 stores in The Netherlands, Belgium, Germany, and France.

The investment forms part of Freshstream’s core strategy of partnering with entrepreneurs and families to fast-track growth. Following the transaction, Sharon and Vilmar will continue to lead the company. The board will be bolstered with Glen Senk as Chairman and Jenny de Vries as non-executive director. Glen was previously the CEO of global lifestyle brand URBN Outfitters and a non-executive at jewellery companies David Yurman and Kendra Scott. Jenny will become a non-executive Board member, next to her current role as CFO of Dutch home and body products company Rituals, which has >13,000 employees and over 1,300 stores in >100 countries.

In collaboration with Freshstream, My Jewellery is set to expedite its expansion into Germany, France, and emerging target markets across Europe, while reinforcing its established presence in the Benelux region.

My Jewellery will be the 9th investment in Freshstream’s first independent fund, which closed in 2023 having raised €762 million. The business joins other high growth, originally entrepreneur led businesses in the portfolio including MCR, Bella Figura Music, G2V Group, Detertech and Nafinco, which is now a minority holding following the sale of Freshstream’s majority stake to Waterland in September 2024.

“This investment represents more than financial backing; it’s a validation of our vision and recognition of the entire My Jewellery team who made this journey possible.”

Paul Tutein Nolthenius, Director at Freshstream, said:

“My Jewellery is a standout brand with exceptional potential, led by Sharon and Vilmar’s entrepreneurial vision and drive. We are hugely impressed by their energy and the remarkable growth they’ve already achieved. Their exciting expansion plans align perfectly with our investment strategy, and we’re thrilled to partner with them to accelerate this next phase of growth.”

Sharon Hilgers, CEO of My Jewellery, commented:

“I’m incredibly proud of what we’ve built from the ground up—transforming our passion for jewellery into a brand that truly connects with its customers and builds a highly engaged community who embrace the celebration of life. This investment represents more than financial backing; it’s a validation of our vision and recognition of the entire My Jewellery team who made this journey possible. I’m excited to partner with Freshstream as we accelerate our expansion into new markets and enter this exciting next chapter of growth.”

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