The Dutch jewelry and lifestyle brand My Jewelery celebrates an important milestone: the opening of its 40th boutique. The new branch in Belgian hate is not only for the physical growth of the label, but also underlines the comprehensive omnichannel strategy with which My Jewelny continuously strengthens its market position.
“Our expansion strategy focuses on a presence in the most attractive and inspiring shopping streets,” explains Thom Timmer, Head of Business Development at My Jewelery. The choice of Hasselt fits seamlessly into this strategy-a popular shopping destination in which customers not only shop, but also enjoy the ambience and hospitality.
Inpatient trade as brand amplifiers
In the context of My Jewelny’s omnichannel approach, the stationary trade remains a central element. The shops act as a physical expansion of the brand, strengthen the customer: internal tie and promote commitment.
“We observe that our physical presence has a positive impact on our online sales as well as that of our Wholesale partners: inside,” emphasizes Timmer.
Due to the interlinking of channel, the brand can be announced: Experience the brand on various touchpoints inside-from the first encounter in the boutique to repeat purchases in the online shop or at trading partners: inside like the Dutch department store de Bijenkorf.
Location strategy with a focus on experience and community
The locations are selected in a targeted manner – with a focus on shopping streets that fit the target group’s living environment. No classic high streets with a high run, but the focus is on character -strong layers with an experience value. “We are specifically looking for places where our community feels comfortable and where we can offer real added value.”
Further international expansions are planned for 2025 – especially in Germany and France. There My Jewelery lays the basis for a long -term European growth strategy. In addition to its own retail, the company also relies on strategic cooperation with premium wholesal partners: inside and department stores-most recently with Magasin du Nord in Denmark and L&T in Germany.
Relevance in the retail landscape
With its own shops, My Jewelery not only increases visibility, but also strengthens positioning as an independent lifestyle brand in European retail. “As an active retailer, we understand the challenges of our partners: first-hand-we speak the same language. If necessary, we support hands-on, for example with visual merchandising or automatic range supplement (VMI).”
The key to success? A consistent brand experience and a community-oriented retail approach-both offline and digital.
“The challenge is to find the right balance between our own retail, online growth and work together. But as long as we together focus on the community and the shopping experience, we see great potential-for ourselves and our partners: Inside.”